Let’s face it: nobody’s gossiping about your product benefits. They’re gossiping about feuds, shade, side-eyes, and who unfollowed who. And guess what? That’s great news for your brand.

Here’s the truth: drama isn’t just reality TV fodder or celebrity gossip. It's a strategy. It cuts through the noise, builds emotional friction, and turns your brand into a character people want to follow or…even fight with, but either way they are paying attention. 

Celebrity brands figured it out. People don’t follow Rhode for skincare. They follow it because maybe Hailey threw a digital elbow at Selena. Maybe not. Who cares? We’re watching.Whether it's Hailey vs. Selena, Burger King trolling McDonald’s or Drake vs. Kendrick again, drama makes brands relevant. 

Drama works because it mirrors real culture. It creates a natural story- it’s conflict, stakes, resolution. Look at Burger King. They picked a fight with McDonald’s at their own locations. That’s not advertising. That’s petty brilliance. And we loved it. In an algorithm-driven world, stories are the only thing that scale. 

So go ahead, start a (smart) fight. Drop a cryptic teaser. Take a bold stance. When done right, drama isn’t noise, it’s a story. And stories are what stick. 

In the attention economy, safe is forgettable and stories are brand currency.

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