In a world where attention spans are short and competition fierce, blending in is no longer an option.
To truly stand out in 2025, personal brands and businesses alike must embrace contrarian branding—finding that fresh, disruptive angle that not only commands attention but also reshapes the narrative in their space.
This approach requires boldness, creativity, and a willingness to defy norms. Let’s explore why novelty is the game-changer in personal branding, using Funke Akindele and Rosalind Umar as inspiring case studies.
Why Novelty is Key to Disruption
In crowded markets, sameness is the enemy. Consumers are constantly bombarded with similar offerings, messages, and ideas. Novelty cuts through the noise, offering something unexpected and memorable.
Novelty doesn’t just mean being different for the sake of it—it’s about strategically challenging norms to present fresh perspectives or experiences. By doing so, you:
- Capture Attention: People are naturally drawn to the unconventional.
- Spark Conversations: Novel ideas invite discussions and debates.
- Create Emotional Connections: Uniqueness often resonates on a deeper level, making your brand unforgettable.
Now, let’s see how Funke Akindele and Rosalind Umar have mastered this art.
Funke Akindele: Disrupting Nollywood with Innovation
Funke Akindele has become synonymous with blockbuster success in Nollywood, thanks to her unparalleled ability to disrupt the market.
Case Study: A Tribe Called Judah
The movie shattered box office records, becoming the first Nollywood film to gross over a billion Naira. Funke’s secret? A bold marketing campaign that merged storytelling with community-building.
- Innovative Campaigns: She created a tribe-like community around the movie, encouraging fans to identify with the characters and themes.
- Engaging Content: Through viral TikTok challenges, star-studded cast reveals, and creative teasers, Funke Akindele built anticipation and hype.
Case Study: Everybody Loves Jenifa
Her most recent success is another testament to her disruptive genius, crossing the billion Naira mark in just a few weeks.
- Seasonal Themes: A Christmas-themed song featuring the cast and crew added a festive twist, making the campaign feel timely and relatable.
- Star Quality: A star-studded cast brought credibility and mass appeal.
- Social Media Domination: Funke used TikTok challenges to encourage user-generated content, amplifying the movie’s reach organically.
Rosalind Umar: Redefining Fitness in Nigeria
At 73, Rosalind Umar has turned heads and captured hearts as a fitness enthusiast redefining aging in Nigeria. Her journey exemplifies the power of authenticity and novelty in personal branding.
Case Study: From Viral Sensation to Fitness Icon
Rosalind’s story broke the internet when videos of her energetic gym sessions went viral.
- Authentic Storytelling: She leaned into her unique identity—a 73-year-old woman breaking stereotypes about fitness and aging.
- Media Spotlight: Rosalind leveraged interviews and features on platforms like BBC and Channels TV to tell her story, inspiring a generation.
- Breaking the Mold: Rosalind’s unconventional takes on life and marriage catapulted her from just 100 followers to an incredible 99,000 in only five months, making her a viral sensation.
Key Takeaway:
Rosalind didn’t just join the fitness space; she disrupted it by embodying a persona that was fresh, inspiring, real and deeply relatable. Her story challenged societal norms about age and physical activity, creating a niche that was uniquely hers.
How to Embrace Contrarian Branding in 2025
- Find Your Angle: What makes you different? What can you offer that no one else is doing in your niche?
- Challenge the Norms: Identify outdated assumptions in your space and flip the script.
- Leverage Novelty: Create campaigns, products, or messages that surprise and delight your audience.
- Embrace Collaboration: Partner with others in your space to amplify your reach while staying true to your unique identity.
- Use Digital Tools: Platforms like TikTok, Instagram Reels, and YouTube are perfect for creating and sharing disruptive campaigns.
Conclusion: Disrupt to Thrive
Funke Akindele and Rosalind Umar are living proofs that disruptive, contrarian branding isn’t just a strategy—it’s a mindset. By daring to be different and finding innovative ways to connect with their audiences, they’ve turned their brands into cultural phenomena.
In 2025, the challenge isn’t to compete; it’s to redefine the game entirely. Be bold, be innovative, and most importantly, be unforgettable.
