Authored By: Avantika Ghildyal, Director – Corporate Communications and Jui Mukherjee, Assistant Manager – Corporate Communications at Khaitan & CoSpain may have lifted the coveted football World Cup but one of the biggest winners this year is undoubtably Norway’s Erling Haaland. Nearly two months after, the charismatic Manchester City striker is still making headlines – be it City’s strong start to the new EPL season, or his new look spurring a resurgence in the much-talked about memes on social media.A bonafide sports star for many years, Haaland’s popularity saw an explosive jump earlier this year as the World Cup turned him from a superstar athlete to a “globally recognised brand”. From his impressive speed and “meditative” goal celebrations to his signature blond hair and cheeky social media presence, “Brand Haaland” crossed over into mainstream pop culture with ease.This jump is evident in the sharp rise in Haaland’s Instagram followers, going from ~40 million before the World Cup, to over 77 million right now. From ads to videos to viral memes, “Brand Haaland” was seen everywhere! Nike’s “Five Stages of Haaland” showed the inevitability of dread mixed with humour when a terrified goalkeeper is faced with the towering soccer star. Chinese herbal tea, Walovi too quickly jumped on the “Haaland-mania” and had him breathing fire like a dragon before sipping the product.So how did “Brand Haaland” manage to make this staggering leap? Is he a footballer or a storyteller? And are there lessons in this meteoric rise that marketers can apply to their own strategies? Real and Relatable It can be easy to look at the staggering growth of “Brand Haaland” on the back of viral memes and come away thinking that virality itself is what brands must chase to replicate this success. However, it is actually the relatability factor that has resonated with audiences, resulting in these inescapable viral moments.From his deliberately exaggerated walk to his cheeky social media replies, and bromance with former Dortmund teammate, Jude Bellingham – brands as well as well people are smitten by how relatable and down-to-earth he seems. While his social media posts were popular even earlier, the last few months shone a bright spotlight on his unfiltered, humorous and naturally relatable personality, allowing a much larger audience to connect with him on a personal level.So how can brands, that aren’t flesh and blood, still be relatable? There is no silver bullet, but brands that are successful in making consumers relate to them are ones that effectively articulate their story, nurture a lasting connection and become memorable. Each brand must take three critical steps to arrive at an appropriate marketing strategy. First, clearly identify their positioning in the market. Second, articulating their value proposition to consumers with conviction. And finally, finding the tone of voice so they can speak their audiences’ language without it coming across as pandering. Today’s consumers are increasingly seeking meaningful connections and making decisions based on how a brand makes them “feel seen”. Be it using sincere storytelling or humour, brands that manage to strike the right chord must assess and re-assess at various stages. The choice isn’t about what is trending, but about what feels true to their core promise.The Axiom of Authenticity According to the 2026 HubSpot Social Media Trends report, 77% of marketers said authenticity trumps production value for social content. Be it collaborations with influencers or digital campaigns, brands are placing greater value on authentic, relatable and high-quality content to build trust among their audiences.Haaland wears his authentic Norwegian roots on his sleeve – quite literally. During the World Cup, he made a special request to Norway’s football federation to include his mother’s maiden name “Braut” on his official jersey. This, in addition to the now famous “Viking row”, won hearts worldwide. Paired with Haaland’s razor sharp focus and on-field accomplishments, his love for his country and the sport reads as genuine reverence, not a conscious branding decision. It is this authenticity that seemed to immediately connect with audiences. The way “Brand Haaland” has connected with everyone cannot be engineered in a boardroom or focus grouped. It won audience approval and gained brand stickiness that was organically built on the back of someone the crowd deemed trustworthy. Brands everywhere are increasing their spending on marketing content that is relatable and authentic, especially in a time where consumers are starting to feel inundated with polished AI-generated and corporate-approved content. In today’s age, brands must communicate authentic stories and build real connections. In ConclusionHaaland is widely known for his formidable talent, physical dominance and goalscoring abilities on the field. His undeniable capabilities are not incidental to his brand but form the very foundation of “Brand Haaland”, everything else – the virality, relatability and authenticity simply grow on top of a robust, unshakeable bedrock of undeniable performance and results. After all, it’s tough to sell a brand without essence. True passion and connection can be felt, and audiences are discerning enough to differentiate between curated connections and real ones. For branding experts and marketers everywhere, the key lesson here is that substance cannot be manufactured, only amplified.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.
