Open Google and type “most disruptive brand”. You’ll probably see the same usual suspects: Apple, Netflix, and their glamorous entourage. But let’s be honest, this time we’re not talking about disruptive brands because of what they do. Yes, Netflix did change the way we watch films and TV forever. But we’re here to talk about brands that are disruptive in how they communicate what they do.To put it another way, think of King Charles and Ozzy Osbourne. They’re the same age, both British men pushing 75. And yet no one in their right mind would put His Majesty and the Prince of Darkness in the same room, let alone the same universe. It’s exactly the same with brands. Some may offer similar products or services, but the way they present themselves can make them feel like years apart. And do you really think we at Remida are going to regurgitate the same predictable stuff you can find with a quick, Google search? Not a chance. So here we are, with three stories of brands that dared to be unapologetic and disruptive. Some soared, others crashed and burned, and we’re here to tell you why.
Ryanair: no-frills, no filter
If you think flying should be a luxurious experience, Ryanair is here to bring you back down to earth, with a bump. The Irish airline has shaken up the industry with a no-nonsense, often provocative tone that aligns perfectly with its mission: cheap flights, nothing more, nothing less. No free snacks. No red carpets. Not even a polite smile to make you feel like a Windsor (we promise this article is NOT sponsored by Buckingham Palace).
Ryanair doesn’t hide what it is, in fact, it flaunts it. Every announcement, ad or cheeky tweet drives home one message: “We’ll get you there for less.” It’s this brutal honesty that makes their voice so successful. Their tone blends sarcasm with defiance, dropping memes and cheeky promos like “Don’t like us? Who cares: tickets still cost £9.” It’s a deliberate mix of provocation and transparency that, ironically, has built a real sense of trust: when a brand stops pretending, it becomes oddly likeable. That bold, bare-bones communication has made Ryanair unforgettable.
Red Bull: if you want to fly, you’ll need wings
When you think of Red Bull, your mind jumps to extreme sports, jaw-dropping stunts and people doing things no sane person would attempt. But why is that? After all, Red Bull is just an energy drink.
In Salzburg, they understood something crucial: it’s great to be liked, but even better is not to be liked by everyone. So, what did they do? They started pushing athletes off cliffs (with parachutes), funding daredevil races and even sent a man to jump from the stratosphere. Their message? Red Bull is for the bold, the wild ones, the ones who wouldn’t be caught dead in a comfort zone. And it works. Why? Because they don’t compromise. They’re not afraid to be judged. Their tone is an adrenaline rush in itself: “If you’re not brave enough, you’re not one of us.” For Red Bull, raising the stakes isn’t a risk, it’s a strategy. They’ve turned a sweet, not-very-tasty drink into a cultural icon. A rare feat few brands ever pull off.
Abercrombie & Fitch: when arrogance becomes your brand
Once upon a time, Abercrombie & Fitch was the epitome of cool. Their shops looked like exclusive nightclubs, complete with six-packed models at the door. But behind the scenes, their toxic communication was quietly setting them up for disaster. Buying one of their tight, soft-cotton T-shirts wasn’t just about fashion, it was about buying into a certain kind of beauty: selective and exclusive. Trouble is, that message didn’t age well. Former CEO Mike Jeffries famously said their clothes were only for the “cool and attractive”. Unsurprisingly, that went down like a lead balloon. The result? A global backlash and the brand being seen as outdated, out-of-touch, and downright arrogant. What they framed as exclusivity quickly turned into elitism, just as the world began to embrace diversity. People got tired. The mistake? Abercrombie & Fitch refused to evolve, clinging to a communication style that felt stale and superficial. They were unapologetic, yes, but for all the wrong reasons. And so, a once-iconic name became a cautionary tale.
The courage to provoke
Being “annoying” doesn’t mean insulting or ignoring your audience. It means owning what makes you different, and sticking to it. It means knowing who you are and who you’re speaking to, even if it means putting others off in the process. Ryanair and Red Bull nailed this philosophy, creating magnetic identities without alienating their fans. Abercrombie & Fitch, on the other hand, learned the hard way that arrogance without purpose doesn’t get you very far. When boldness works, people remember you. They talk about you. They follow you. It’s not a route for the faint-hearted – but if you’re going to do it, do it properly. Own it, and mean it.
Because no one remembers the brand that tried to please everyone. But everyone remembers the one that had the guts to be itself.
If you’re ready to take off without losing your wings (and ideally without flopping like some of the above), drop us a line at supernova@remidastudio.com. No excuses. Just bold ideas.
