Brands are addicted to data and it’s killing creativity

Consumers today are more digitally engaged than ever—but they’re also more sceptical. Across the APAC region, social media plays a pivotal role in shaping purchasing journeys: 74% of consumers use it to discover new brands, and 76% seek reviews to validate a company before making a purchase. Yet the same platforms that drive discovery are also the least trusted. Some 74% of consumers express concerns about privacy and data sharing, while half feel uncomfortable making purchases via social media. In recent years, brands have responded to this paradox by doubling down on data—leveraging hyper-personalisation, predictive analytics and AI-driven insights to fuel growth.

But in 2025, this data-first approach has brought brands to a crossroads. While data has undoubtedly accelerated scale, it has also triggered increasing compliance risks, eroded consumer trust, and invited regulatory scrutiny—particularly in light of the rising tide of evolving data protection laws globally and intensifying conversations around ethical AI.

For India—the world’s third-largest startup ecosystem, with a D2C market projected to reach $325 billion by 2030—the stakes are even higher, especially with the introduction of the Digital Personal Data Protection (DPDP) Bill. Data has been the engine powering everything from acquisition to retention. But with 82% of Indian consumers saying that data protection is crucial to earning their trust, brands are being forced to reconsider how they build loyalty in an age of digital scepticism.

But here’s the question: What if brands had to build trust without relying on data? No algorithms, no digital footprints to track—just intuition, creativity and a deep understanding of human behaviour. That’s exactly how some of the world’s most iconic brands were built.

Take Airbnb, for example. It redefined hospitality by giving everyday people the power to host, transforming homes into travel destinations. More than just lodging, it created a new way to experience the world—staying true to its mission of belonging anywhere, despite shifting consumer expectations. The real problem today isn’t a lack of tools—it’s that brands have become too dependent on them. In prioritising data over instinct, we risk losing what makes brands truly iconic.

Here’s a look at five key traits that set legendary brands apart—and why it’s time to bring them back.

1. Great brands aren’t built by trying to be everything to everyone

They begin with a clear identity—an unshakeable core. Apple doesn’t chase trends; it creates them. Patagonia doesn’t just sell jackets; it stands for environmental activism. These brands never dilute their essence to meet data-driven market demands.

A compelling example is Stanley cups. They’ve become a cultural phenomenon, but at their heart, they’re simply well-designed, durable drinkware. Their success stems from an authentic brand identity that resonates with a specific persona. The moment you see someone carrying a Stanley, you associate them with a particular lifestyle—productivity-focused, efficiency-driven, and a subtle nod to quiet luxury. Iconic brands create that kind of immediate recognition.

Modern brands are caught in a cycle of algorithmic repetition. If someone buys from Charles & Keith, they’ll only be shown similar shoes—never discovering something like Onitsuka sneakers. But real brand evolution happens when people stumble upon the unexpected. Take Lululemon—before it existed, who would’ve predicted people would spend $200 on yoga pants? These brands weren’t built on data alone; they were built on a deep understanding of unmet needs. Rely solely on algorithms, and you’ll only sell what people already know. Iconic brands create what people don’t yet realise they want.

2. Most breakthrough brands didn’t begin with massive data-driven campaigns

They tested, iterated and evolved through bold, small-scale experiments. Take Harry Potter—J.K. Rowling didn’t launch the franchise with a billion-dollar marketing plan. The book grew through organic word of mouth, creating an entire ecosystem of identity. Readers didn’t just enjoy the series; they became “Potterheads.” The brand built a world people wanted to belong to—leading to films, merchandise, theme parks—all born from a single, well-crafted story. The same logic applies to brands. People don’t just buy a Tesla; they become Tesla people. They don’t just drink Blue Tokai; they adopt an entire artisanal coffee persona. The lesson? Start small, but build with the potential for an ecosystem.

3. Brands that truly stand out don’t merely sell products—they shape behaviours

Think of Uda Rai, a founder known for their obsession with productivity—always carrying a Stanley cup, dressed in Uniqlo and Onitsukas. They’ve unconsciously built an identity around these brands. The best brands weave seamlessly into consumers’ lives, becoming extensions of their personality. This is why luxury, tech, and even niche brands thrive: they cultivate a mindset, not just a product.

One of today’s biggest challenges is that brands have become paralysed by data. Founders hesitate to launch ideas unless they have concrete proof they’ll succeed. Yet history tells us that true innovation rarely comes from data alone. Did Steve Jobs have data proving the iPhone would work? No—he built it because he believed in its potential. The idea of pickle lollipops might sound absurd, but what if no one tries simply because current data shows no demand?

4. Innovation requires bold leaps, not just calculated steps

The trouble with algorithm-driven branding is that it functions within known preferences. But breakthroughs happen in the realm of “unknown unknowns”—the things people didn’t even realise they needed until they saw them.

5. Too many brands today are afraid to trust their instincts

They wait for market validation, A/B tests and predictive analytics to tell them what’s safe to launch. But iconic brands aren’t built on safe bets—they’re built on leaps of faith.

So, if you’re building a brand today, ask yourself: If you had no access to digital insights, how would you still make it irresistible? The answer doesn’t lie in more data—it lies in breaking free from it. It’s time for brands to stop chasing algorithms and start creating movements.

Let’s build brands the way they were always meant to be—by understanding people, not just their digital footprints.

Upasna Dash is the founder and CEO of Jajabor Brand Consultancy.