Unfiltered, Not Unhinged: What B2B Can Learn from the Rise of Bold Branding

If you've scrolled social lately, you’ve probably seen it: Duolingo’s bird threatening your grammar. Liquid Death turning water into a punk-rock movement. Poppi calling out your bloated gut with sparkling sass.

It’s loud. It’s weird. And it’s working.

While this unfiltered, almost "unhinged" style is grabbing headlines in the B2C world, does any of it apply to B2B brands?

Short answer? Absolutely, but not in the way you might think.

This isn’t a call to go feral on your LinkedIn page. It’s a call to get real. What really resonates with people right now, whether they’re buying a new CRM or a canned beverage, is authenticity. And yes, your B2B brand can do that without sacrificing your reputation and credibility.

Oh, one more thing before we dive in: throughout this post, you’ll hear from Cal, Aztek’s digital sidekick and all-around marketing guru. Cal’s here to drop tips that are practical, tactical, and a little bit spicy. Just how we like it.

The Rise of the "Unhinged" Brand

B2C Brands like Duolingo, Poppi, and Liquid Death have ditched the traditional filter in favor of raw personality, self-aware humor, and human-first storytelling. They’re pulling back the curtain, showing their quirks, and engaging their audiences like real people.

And the kicker? It’s not just Gen Z eating it up. Everyone’s craving a little more honesty (and a lot less corporate jargon).

In an over-polished, over-automated world, brands that feel human stand out. So, what does this mean for B2B?

You don’t have to slap memes on your product pages, but you can learn from what’s working in B2C:

• Lead with your voice, not just your value props.
• Ditch the buzzwords and speak like a human.
• Be brave enough to say what your customers are thinking.

In an over-polished, over-automated world, brands that feel human stand out – and that’s as true for B2B as it is for soda and language apps.

Why It Works: The Psychology of Bold Branding

People trust people. The most trusted brands right now are the ones that sound like someone, not something.

Being bold doesn’t mean being bizarre. It means being clear, honest, and maybe even a little self-deprecating. It means saying what your customers are thinking before they do.

And that’s something B2B brands desperately need for their digital marketing.

Let’s face it: most B2B messaging blends together. It’s heavy on features, light on feeling. But buyers are human beings, and they remember how a brand made them feel, not just what it offered.

💡 Cal’s Tip: Stop writing to an entire company. Write to a person. Someone with deadlines, stress, goals, and a coffee addiction. Your brand voice should speak their language.

Real-World Example: ActiveCampaign 

Instead of droning on about “workflow optimization,” ActiveCampaign speaks directly to the real pain point: integrating a lot of moving parts and pieces is stressful. Their message is clear, personal, and empathetic, "Add services, not stress.” 

The takeaway? ActiveCampaign helps you do what you need to do without the headache of complicated integration. Pair that with the vibrant visuals and relaxed tone and you’ve got an ad that actually feels human.

Can B2B Be Bold Without Going Off the Rails?

Yes. 100% yes. And many already are.

B2B brands don’t need to reinvent themselves as entertainment companies, but they do need to rethink how they communicate. Being bold in B2B doesn’t mean being outrageous, it means being willing to show some personality, take a stance, and stop hiding behind buzzwords.

It’s about being authentically you, in a way that’s consistent, memorable, and refreshingly human. That kind of honesty is what helps build real trust, especially in long sales cycles and high-stakes decisions.

💡Cal’s Tip: You don’t need to be edgy. You just need to stop being boring.

Real-World Example: Slack

This ad from Slack is the perfect proof that B2B can be bold without going off the rails. The copy – “CC ya later, emails” – is playful, punchy, and crystal clear. It's not trying too hard, it's just talking like a human. Instead of relying on corporate clichés about “collaboration platforms” or “communication optimization,” Slack keeps it simple: “Get projects in line in less time.”

The message? Clear. The tone? Casual. The impact? Memorable.

How to Find Your Bold

B2B doesn’t mean buttoned-up. It means business, and business can be human. Here’s how to lean into that energy without losing your grip:

• Audit your brand voice: Does your copy sound like a committee wrote it? If so, it's time to refresh your content. Find where you can loosen up and sound more like a human, less like a PDF.
• Define your line: Bold is a spectrum. You don’t need to be meme-worthy, you just need to be memorable. Decide how far you're willing to push your tone, and where you need to pull back. 
• Experiment in low-risk spaces: Try bolder copy in email subject lines, blog intros, or social captions. You don’t have to go all-in on day one. Find what resonates, then build from there.
• Get honest: Say what others won’t. Call out industry pain points. Share a behind-the-scenes moment. Honesty cuts through faster than any buzzword.

💡Cal’s Tip: Want to know where to start? Ask your sales team what real questions they hear from leads. Then answer those. No fluff, no filler.

Real-World Example: Buffer 

Buffer’s FAQ and help center are a masterclass in answering real questions proactively. 

Instead of burying answers in support tickets, they surface them clearly, right at the top of the user journey. Questions like “What happens when you downgrade to the Free plan?” or “Where can I watch a demo?” are real concerns that customers and leads ask often, and Buffer leans into answering them with clarity, transparency, and zero fluff.

The Age of Authenticity

The brands that win attention today aren’t just loud. They’re honest. They’re human. And they’re not afraid to drop the polish in favor of connection.

Your B2B brand doesn’t need to go unhinged. But it does need to ditch the filter and show up like a partner, not a pamphlet.

Because in a world full of noise, the realest brand voice wins.

Ready to stand out without selling out? Aztek helps B2B brands find their voice, build trust, and connect with the people behind the business.