October 19, 2025
For decades, big brands ruled by default. They had the budgets, the reach, the agencies, and the shelf space. But the playing field has changed, and small startups are rewriting the rules.
A small, focused team with a clear message, a great product, and a smartphone can build a cult following faster than a Fortune 500 can schedule a meeting. Big brands should be nervous, because small teams are hungry, agile, and building community while the giants are still building consensus.
Startups move fast. They don’t need six rounds of internal review or a legal team to approve every caption. When something is trending, they can react immediately, and that responsiveness translates into relevance.
Take Chamberlain Coffee. A small team led by Emma Chamberlain turned a simple idea into a lifestyle brand using social storytelling and personality-driven design. No committees, no delays, just instinct and speed.
Startups also know their story and stick to it. Big brands try to be everything to everyone, while small ones are crystal clear about who they are for and what they believe in. Graza turned olive oil into a statement piece by combining playful design, bold personality, and a simple message. Meanwhile, legacy brands with bigger budgets still feel stuck in the past.
Community has replaced distribution. Instead of buying their way into awareness, startups earn it through social connection, partnerships, and genuine interaction. Liquid Death didn’t win by chasing trends. They built a movement, turning canned water into a cultural symbol.
Big brands still have scale, but they’ve lost the advantage of speed. They often play it safe, but in a culture that rewards boldness, safe looks a lot like stale.
This isn’t about glorifying small brands or criticizing big ones. It’s about acknowledging the shift. The brands winning today are the ones that act like startups. They’re fast, focused, connected, and unafraid to show who they really are.
Because in this market, it’s not the size of your budget. It’s the strength of your story.
