The sales team notices that a competitor is being more aggressive with a promotion. There is pressure to react quickly.

Marketing proposes a campaign that steps outside the brand’s usual tone. It is more ironic, more direct, even slightly provocative. It feels fun. “This will work on Instagram, it could get a lot of likes.”

Within the team, there are doubts. Someone points out that this tone is not exactly how the brand usually speaks. But sales pushes back. They cannot afford to fall behind. “It is just a one off action, then we will go back to normal.”

The campaign launches and performs well.

The problem starts when that tone begins to be used as a reference point, even though no one officially decided it should be. When someone asks, “Does this fit who we are as a brand?” the answers tend to be vague:

• More or less.

• It depends.

• I think so.