Brat but it’s a marketing deep dive

If you haven't heard of Brat, the sixth studio album by English singer Charlie XCX, where have you been? Living under a rock?

I'm kidding!

Even if you haven't listened to the club-pop album of the summer, you’ve probably seen the iconic green-and-black graphic that’s been everywhere since its release in June.

The cultural phenomenon of Brat was built on just three things: a word, a sans-serif font, and two colors. It’s simple but unforgettable, creating a highly recognizable identity that helped catapult Brat to the top of the charts and sell out the Fall 2024 "Sweat" world tour.

The visual identity behind Brat became an instant internet sensation, quickly inspiring thousands of replications. To embrace and amplify this trend, Charli XCX's team even launched the Brat Generator, a website where you can customize your own Brat-inspired graphic. The countless imitations of the green-and-black visuals have only boosted the album’s visibility and fueled the pop-culture experience that is "Brat Summer."

As brands, influencers, and even political campaigns adapted their own versions of the Brat aesthetic, Charli XCX continued to push the envelope. Over the past month, she’s teased the release of a Brat remix album by utilizing the unmistakable green and black in a series of bold physical ads. She even dropped the official tracklist in the most Charli way possible: by asking a fan at a concert to snap a picture of it and share it on social media. Iconic.

The impact of Brat Summer (and now Brat Autumn) has been massive, shaping TikTok trends, influencing fashion and slang, and becoming both a blessing and a curse for graphic designers everywhere.

Key Takeaways for Marketers From the Brat Phenomenon

1. Keep It Hot and Cool like Charli: Don’t be afraid to have fun and embrace a playful tone—people are drawn to content that feels fresh and authentic.

2. Simplicity Wins: Sometimes, less is more. A strong visual identity can be built with just a few elements when done right.

3. Build the Brand First: Establish a distinct identity before diving into massive marketing efforts. If your brand is recognizable, everything else falls into place.

4. Leverage Social Media: Think outside the box when using social platforms to promote a product. Engaging your audience in unique ways, like crowd-sourced content or exclusive teasers, can create buzz and boost organic reach.

5. Capitalize on User-Generated Content: A trend can quickly gain traction when you empower fans to participate. Make it easy and exciting for them to engage with your brand.

Thanks for reading my first blog post! Stay tuned for more Marketing Meltdowns