Our Roundup: Why KFC believes true rebrands require more than changing a logo, how Levi's turned a World Cup restriction into a masterclass in brand recognition, and what OLIPOP's two-decade journey teaches us about the long game behind so-called overnight success.

This Week’s Report
—> World Cup’s Biggest Lesson Isn’t Soccer
—> Key Takeaways
—> This Week’s Standouts
—> Top Voices

With the recent start of the FIFA World Cup, we're seeing something remarkable unfold across North America. Millions of fans are flooding stadiums, traveling between host cities, and proudly representing their cultures in full bloom.

Scotland's Flying Tartans have turned heads in Boston, Norwegian supporters have brought their signature "Viking Row" celebration to the stands, and nearly every nation has its own chants, songs, colors, and traditions. Whether it's Argentina's nonstop singing, Mexico's sea of green, or the growing pride surrounding Team USA, the World Cup is a reminder that people crave belonging and shared identity.

What strikes me most is how authentic these moments feel.

Nobody is telling fans what to wear, what songs to sing, or how to celebrate. These traditions have been built over decades and passed from generation to generation.

In an era where so much content feels manufactured, the World Cup delivers something increasingly rare: genuine passion. You can't fake that level of commitment, pride, and emotional investment.

The brands know it too.

Nike and adidas are once again battling for attention, leveraging current stars and legendary players across campaigns, content, and activations. Meanwhile, brands like LEGO, McDonald's, Coca-Cola, and others are using a mix of athletes, celebrities, nostalgia, and storytelling to connect with fans during the tournament.

The smartest brands understand that the World Cup isn't just a sporting event. It's a cultural moment. The goal isn't to dominate the conversation. It's to become part of it.

Some of the most authentic branding moments have actually been the most understated.

Levi's covered its logo on stadium signage, yet the brand remained instantly recognizable. Gillette took a similar approach. Rather than demanding attention, they trusted the equity they've built over time. There's a lesson in that.

Whether you're a person or a brand, authenticity isn't about being the loudest voice in the room. It's about being so consistently yourself that people recognize you even when your name isn't front and center.

Enjoy the games!

1. Represent Something Bigger Than Yourself
The fans filling stadiums aren't just supporting a team, they're representing a nation, culture, and identity. The strongest personal and brand connections happen when people feel part of a larger purpose.

2. Passion Can't Be Manufactured
From country-specific chants to lifelong traditions, the most memorable moments are organic. Focus less on creating hype and more on creating something people genuinely care about.

3. Show Your Colors Proudly
World Cup supporters don't hide who they are. The same applies to people and brands. Clarity about your values attracts the right audience and builds stronger loyalty.

4. Recognition Is Earned Over Time
Whether it's a fan section known around the world or a brand like Levi's recognized without its logo, trust and recognition come from years of consistency, not a single campaign.

This week’s real-time signals on how brands are actually showing up.

• KFC's global CMO just said something most marketers would never admit out loud.
"One of the worst things we can do as marketers is just change our logo and not do anything else." And she's about to roll out a global rebrand.

• OLIPOP co-founder turned $100,000 into a nearly $2 billion business. He calls it a "20-year overnight success."

• FIFA told Levi's their logo couldn't appear at Levi's Stadium. Levi's didn't fight it. They just covered their entire social presence in the shape of the logo instead.

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

💛 7 Traits of Authenticity

🖐️ Authenticity’s Top 5 Brands

❄️ Yeti Just Removed Its Own Name

⚽ Adidas Gets It Right

☕ Starbucks’ Cultural Operating System

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