Build a Creative Strategy: Borrow Equity
What is the Borrow Equity Strategy and when should I use it?
Look, your brand is probably boring. It’s okay; most are. The Borrow Equity Strategy is the art of attaching your lifeless logo to something people actually give a damn about—a creator, a meme, or a cultural earthquake. Use it when you’ve realized that shouting into the void with your own "unique" value prop is a one-way ticket to the graveyard of forgotten ads. You use this when you need relevance yesterday and don't have the time or the charisma to build a community from scratch. Stop trying to lead the parade; just find a parade that’s already moving and jump on the lead float. Do it now.
How to execute this strategy effectively
Execution isn't about just tagging a celebrity and praying. It’s about being fast enough to catch the lightning but smart enough not to get burned. You need to find a cultural hook that doesn't feel like a mid-life crisis for your brand. If you’re a bank, maybe stay away from the latest TikTok dance. Once you find the spark, move at the speed of the internet, not the speed of your legal department. If it takes three weeks to approve a tweet, the moment is dead, and you’re just the weird uncle at the party. Be authentic, be quick, and for the love of god, don't over-explain the joke. Do it.
Example: Heinz Ketchup and Seemingly Ranch - Taylor Swift
When a fan spotted Taylor Swift eating a chicken tender with "seemingly ranch," the internet lost its collective mind. Heinz didn't wait for a 12-month planning cycle. They pivoted instantly, producing a limited-edition "Seemingly Ranch" sauce bottle. By hijacking a hyper-specific fan moment, Heinz transformed a condiment into a cultural artifact. They didn't invent the hype; they just bottled it and sold it back to the people who created it. Right?
Creative Strategy Deconstructed in 4C Framework
Company INSIGHT
Heinz is the king of condiments with massive distribution power. They have the manufacturing agility to mock up a label and create a physical product in hours.
Category INSIGHT
Condiment brands are usually invisible utilities. They compete on price and shelf space, rarely on cultural cachet or real-time social relevance.
Strategy:
Turn a viral fan observation into a physical product to prove Heinz is as obsessed with sauce as the fans are.
Customer INSIGHT
Fans want to feel seen and participate in the inside jokes of their community. They value brands that act like humans instead of corporate monoliths.
Culture INSIGHT
The "Seemingly Ranch" meme was a peak Swiftie moment. It represented the power of fan observation and the internet's ability to turn nothing into everything.
Strategy:
Turn a viral fan observation into a physical product to prove Heinz is as obsessed with sauce as the fans are.
Company INSIGHT
Heinz is the king of condiments with massive distribution power. They have the manufacturing agility to mock up a label and create a physical product in hours.
Category INSIGHT
Condiment brands are usually invisible utilities. They compete on price and shelf space, rarely on cultural cachet or real-time social relevance.
Customer INSIGHT
Fans want to feel seen and participate in the inside jokes of their community. They value brands that act like humans instead of corporate monoliths.
Culture INSIGHT
The "Seemingly Ranch" meme was a peak Swiftie moment. It represented the power of fan observation and the internet's ability to turn nothing into everything.
Why is Borrow Equity a Great Strategy?
It’s the closest thing to a shortcut in this godforsaken industry.
Instant relevance without the heavy lifting.
Low cost compared to building original hype.
Leverages existing trust from established communities.
Bypasses the traditional consumer skepticism filter.
You’re not trying to convince people to like you; you’re just standing next to the person they already like. It’s efficient, it’s effective, and it’s a hell of a lot easier than trying to make condiments a personality trait on your own.
! When not to use the "Borrow Equity" Strategy
If your brand’s presence in the conversation feels like a narc trying to buy drugs at a high school party, this strategy will backfire spectacularly.
Steps to implement: How to hitch a ride without looking like a stalker.
Stalk the internet for organic sparks.
Don't look at industry reports; look at what people are actually screaming about on social media. You’re looking for a specific moment—like a sauce name—that has enough heat to burn but enough room for a logo. If it’s already on the nightly news, you’re probably too late. Find the spark before it becomes a controlled burn.
Check if you actually belong there.
Just because something is popular doesn't mean you should touch it. If Heinz tried to jump on a crypto trend, it would’ve been pathetic. They chose ranch because they sell sauce. Ensure there’s a logical bridge between the cultural moment and your product, otherwise you’re just that weird guy yelling at the bus stop. Don't be that guy.
Move at the speed of light.
This is where most of you fail. You’ll send this to a committee, and by the time they’ve 'aligned on synergies,' the internet has moved on to a different cat video. You need a green-light process that takes minutes, not months. If you can't ship a response in 48 hours, don't even bother starting the engine. Speed is everything.
Make the product the punchline.
Heinz didn't just tweet; they made a bottle. Physical proof makes the joke real. Whether it’s a limited drop, a specific landing page, or a physical prototype, give the community something to hold onto. It turns a fleeting digital interaction into a tangible brand win. It shows you’re actually paying attention and not just using a bot to auto-reply.
Shut up and let fans lead.
Once you’ve dropped the asset, get out of the way. Don't try to 'manage the conversation' or put out a press release explaining why you’re so clever. If you did it right, the community will do the marketing for you. Your job is to provide the fuel, not to try and direct the fire. Just sit back and watch.
Related Creative Strategy Techniques
Explore Strategy Frameworks
Use these proven frameworks to build your creative strategy and implement the Borrow Equity approach effectively.
