Every year, Eurovision serves up a glittering cocktail of chaos and catchy choruses, but beneath the sequins and smoke machines lies a surprisingly sharp lesson in branding.
With over 35 countries competing for attention on one of the most saturated stages in the world, Eurovision is a masterclass in how to stand out and stay memorable with an audience. Sound familiar? It’s exactly what brands face in today’s overcrowded digital marketplace.
Differentiation Is Everything
You only have three minutes to make an impression at Eurovision. The same goes for brands, except the window is even shorter online.
- Acts like Lordi (Finland, 2006) and Conchita Wurst (Austria, 2014) broke the mould visually and musically, carving out space by doing something no one else dared to.
- Takeaway for brands: Don’t be afraid to zig when others zag. Bold creative choices and owning a distinct brand voice will help you cut through the noise.
Authenticity Wins Hearts
While gimmicks grab headlines, it’s often the most authentic entries that win votes. Think of Italy’s 2021 winners Måneskin, who didn’t rely on fireworks, they let their raw style and energy do the talking. The same applies to brands: authenticity builds trust. Audiences today are savvy and can sniff out performative messaging, so it is important to be consistent, real and rooted in your values.
Know (and Use) Your Audience
Eurovision is more than just a live TV event, it is a digital ecosystem, driven by memes, fan forums and TikTok clips. Entries that go viral online often perform better overall because they understand the culture of their audience and play into it. As marketers, we should ask: Where does our audience live online? What excited them? Tailoring content to the specific platform and the people can make all the difference.
Visual Identity Matters
In a contest packed with sensory overload, strong visuals make or break an entry. From staging to costume, everything is curated to reinforce the artist’s brand in seconds. Brands need to do the same, a visual identity which is consistent, recognisable and meaningful. Your brand should be instantly identifiable, whether on a billboard, a website or an Instagram reel.
Don’t Underestimate the Power of a Hook
Whether it’s a catchy chorus or a TikTok-friendly lyric, successful Eurovision songs often have one thing in common – a hook that sticks. For brands the hook could be a slogan, a campaign idea or a visual motif – the simpler and more repeatable, the better. If you can get your audience to sing it back, or share it, you’ve already won.
Eurovision is flamboyant, funny and sometimes downright bizarre, but it is also a perfect mirror of what makes modern branding work. In a world where everyone is looking for attention, those who succeed are the ones who know who they are and bring something new to the stage.
