The clarity effect: how conviction sparks devotion

“Without Trump, America is lost.”

“I’d follow him anywhere.”

“He’s like a real Nelson Mandela.”

When you see the level of devotion and media attention today’s polarising icons demand, one thing’s for sure, their powers of communication are almost unsurpassed. Dominating debate, steering social chatter and holding court in the headlines, as much as they do polarise, these figures are a magnet for eyes and ears, hearts and minds.

So, at a time when markets, few more so than the food and beverage market, are saturated with more choice than ever before – and when consumers are crying out for brands that represent their identity and values, what can brands learn from the communication playbook of today’s cultural leaders?

In our last article, we cheekily put forward the idea that brands should be more Trump. And hands up, when we hit ‘post’ on that one, we did wince a little ourselves. Thankfully, there’s been no sign of pitchforks just yet, but it’s not hard to imagine it may have raised an Ancelotti-esqe eyebrow or two. So let us be really clear, not for a minute are we suggesting that anyone should Tango themselves and don the MAGA cap. Creating social division, stirring up controversy and firing up the haters is not what Kastner’s about. But we absolutely do believe that polarising communications are a powerful catalyst for brand growth.

Previously we opened the lid on some of the tactics brands can use to put this thinking to the test. Today, in this second piece in the build-up to Kastner London’s September webinar, ‘The Power of Polarisation – What Brands Can Learn from Today’s Cultural Leaders’, we’re taking a closer look at one of the most pivotal strategies of all – The Clarity Effect. What it is and how it can be put to work by brands targeting both short and long-term growth.

Out of clarity, believers are born.

Observe the communication style of today’s most polarising leaders and what shines through the way they speak is clear moral conviction. Whether, at one end of the scales it’s Trump, or way off at the other it’s Greta, polarisers root their ideas in a higher social purpose and set out their stall, standing for the underrepresented. What’s more, spinning their narratives with such confidence and conviction means that those who waver are drawn into the spell. Polarisers position themselves as the voice of truth - intolerable to some, but irrefutable and irresistible in the eyes of devotees.

In the brand world, for clear moral conviction, read uncompromising belief. At Kastner London we believe uncompromising belief is the definitive essence of a brand: it’s reason why, a genuine promise, and the very heart and soul of the story it tells.

How does this show up in practice? Oatly is the brand that believes a shift from animal-based to plant-based consumption is crucial for human health and planetary wellbeing. And without fail, it’s a belief that shines through everything we see from the brand.

Equally, Surreal believes a playful mind is a healthy mind and, again, from their product development to their recent breakfast in bed inspired partnership with Love Honey, it’s a belief that manifests itself time and time again.

Reasons to lead with your gut

So the most effective messages emerge naturally from a brand’s internal conviction, its uncompromising belief. But why?

Well first, when a brand operates from belief, it doesn’t need to reinvent itself with every campaign. It simply tells new stories from the same principle. And every story carries the same unmistakable fingerprint.

‘If you want to stand the test of time, standing out is not enough - you have to stand for something.’ Kastner's Polariser Principles

It’s also what gives brands the confidence to challenge and lead. When you know what you stand for (and against), you know what risks are worth taking. This guides you to explore which cultural conversations to enter, and how to do that with authenticity.

And finally, brands aren’t simply cold transactions. Brands are dreamed up by people, for people. Paring your strategic messaging right back to the heart and soul of why your brand exists is kind of like putting your heart on your sleeve. It brings a smidge of vulnerability that’s entirely human, and, generally, quite irresistible. After all, you’re asking your customers to invest in your brand, so it figures they like to see the whites of your eyes before they commit.

Slogans - shorthand from the heart

At Kastner, we call these notions Cornerstone Ideas: strategic truths that flow from a brand’s uncompromising beliefs. Take slogans, for example. It’s tempting to think slogans are powerful because they’re punchy, but it’s not the phrase that’s delivering the gut-wrench. It’s the moral integrity behind the words.

The 1996 Marmite ‘Love it or Hate it’ campaign is legendary. Instead of hiding divisiveness, Marmite embraced it, splitting the nation and creating an iconic identity. Here was a campaign that reflected not only the intense flavour of the product itself, but the belief that strong feelings should be celebrated. Marmite isn’t just a condiment - it’s a conversation starter. So successful was the campaign that the notion of ‘being Marmite’ was adopted as a cultural catchphrase - a verbal marker for indicating something or someone polarising.

But it’s not all about being divisive. Clarity can also come from a clear belief that shapes a brand. Persil’s long-running campaign ‘Dirt is Good’ celebrates the notion that getting messy through life’s adventures is a part of living fully. ‘Dirt is Good’ is the brand’s truth - a motto, even, that transforms Persil from a cleaning product to an enabler of curiosity. From there activities, such as partnering with initiatives such as Outdoor Classroom Day and Arsenal Women Football Club, feel natural and right.

An authentic slogan is a consumer-facing expression of a brand’s belief. Well-crafted, they’re distinctive, memorable, perhaps even provocative. But the most important part of a slogan or Cornerstone Idea is that it resonates with the right people.

What’s next: From principle to practice

In our upcoming webinar, we’ll unpack how brands can define their own clarity using Kastner’s strategic framework. We’ll explore real-world case studies of brands that lead with belief. And we’ll show how that belief translates into creative freedom, market differentiation, and cultural impact.

We’ll be introducing our panellists soon, so keep your eyes peeled for that. In the meantime, secure your free webinar space by signing up now.