Have you heard about Creative Dissonance?

You’ve heard about cognitive dissonance. But have you heard about Creative Dissonance? 

Image source: Telstra Marketing Post

It’s when a brand intentionally disrupts its own patterns, its tone, visuals, voice, or messaging to grab attention, reset perceptions, or connect with a new audience. Think of it as “planned inconsistency”. It jolts people out of autopilot, making them notice and re-evaluate the brand.

It comes from the idea of cognitive dissonance in psychology (the discomfort of holding two conflicting ideas). In branding, that discomfort can be harnessed to spark curiosity and conversation.

 Why is it being talked about in matters of marketing & branding?

👉 It offers a breakthrough in cluttered markets. If everyone looks/sounds the same, deliberate dissonance makes you memorable.

👉 It signals reinvention. A way to show you’re not stuck in old identity traps (e.g., Telstra’s playful “Telstrut” on TikTok vs its older corporate tone).

👉 It can expand the audience. By shifting tone/style, you can connect with segments you’ve traditionally missed (e.g., Gen Z).

👉 Keeps legacy brands fresh. Mature brands risk blending into the background; controlled dissonance recharges their narrative.

But it needs balance... (risks vs rewards).

✔️ It works when it’s tied back to the core brand truth (not random). If executed with consistency across a campaign (not one-off chaos) and the audiences understand why you’ve done it (reinvention, entering new space, new positioning), it lands well.

❌ It may fail if it feels like a gimmick or trend-chasing, or if there is too much departure, it may alienate loyalists. It may leave the audience in confusion if the brand reverts back without explanation.

A great example is Telstra's  TikTok “Telstrut” campaign. 

🔺 Old perception: Telstra was seen as a traditional, corporate, and utility-driven organisation.

🔺 Creative dissonance: On TikTok, they introduced “Telstrut”, a playful persona leaning into memes, dances, and influencer culture. A massive departure from their serious, corporate tone.

🔺 It worked, as it wasn’t random. They tied it to attracting Gen Z talent and customers, which showed self-awareness: “We know we’re the big, boring telco. Let’s flip that.”

🔺 Lesson: Sometimes brand contradictions humanise a company and make it relevant to different audiences.

In the context of Employer Branding , such strategic contradictions designed to reset how people see a brand can work well too. When talent markets are flooded with sameness, invisibility is likely a bigger risk than Creative Dissonance. 

Would you rather your brand stay predictable or take the calculated risk of creative dissonance to stand out in a crowded market?

Check out the video here.