Unordinary Ideas 2026: Less bland, more brand
In 2025, the branding world was a crowded, cautious place. We saw a widespread blunting of distinctiveness, pushing brands into a bland, undifferentiated middle. We spent the year exploring a powerful antidote: Unordinary Ideas.
Ideas are at the core of brands. They drive relevance, excitement, and stickiness, elevating offerings beyond features and price. But when brands lack a clear, animating idea, they can drift into meaninglessness.
We’ve got the data to prove it. WPP’s BAV “Creative Premium” analysis shows that brands with Unordinary Ideas are 91% more differentiated, generate double the revenue growth, and command 27% higher pricing power.
Our resolution this year is to keep championing Unordinary Ideas – original, distinctive concepts that can cut through the noise. We’ll be looking for brands that are distinctive and challenging, ones that defy the norms of their category, juxtaposing contrasting attributes to create unique positions. And no doubt those brands will be rooted in deep human Insight. They’ll tap into genuine aspirations or solve real problems, like the “Baby on Board” badges that subtly communicate needs.
5 tips for the year ahead:
- Prioritize the “Why”: Don’t get lost in the tactical “what.” Your core idea is your brand’s compass.
- Resist the Average: Embrace strategic differentiation. Playing it safe is the riskiest move.
- Fully Integrate Your Idea: From product design to pricing, ensure your Unordinary Idea manifests consistently across every touchpoint.
- Use Data to Empower Creativity: Blend imagination with science to validate ambitious ideas and build consensus.
- Protect Your Idea: Actively nurture and safeguard your brand’s animating idea from dilution or neglect.
Embracing Unordinary Ideas isn’t about creativity for its own sake – it’s the only way to stay distinctive, relevant, and drive tangible commercial success. That’s why we’re determined to make 2026 even more Unordinary
