What Brands in 2025 Can Learn from the Movie Squid Game
Squid Game — the South Korean hit series that captured global attention in 2021 — is more than just a gripping story of survival and competition. It’s a masterclass in storytelling, human psychology, and strategic engagement that offers valuable lessons for brands aiming to connect deeply with their audiences.
In this article, we’ll explore what brands can learn from Squid Game and how to apply these lessons to create compelling, authentic, and resilient brand strategies in today’s competitive marketplace.
1. Understand Your Audience’s Deepest Desires and Fears
Lesson from Squid Game: The series taps into universal human desires—wealth, status, survival—and fears—poverty, failure, death. The game’s participants are driven by these primal motivations.
Brand Implication:** Successful brands understand what truly motivates their audience. Whether it’s the desire for security, recognition, convenience, or social connection, identifying these core drivers allows brands to craft messaging that resonates deeply.
How to Apply: Conduct audience research to uncover emotional triggers. Use storytelling that aligns with their aspirations and anxieties. For example, a financial brand might emphasize security and peace of mind, while a travel brand could tap into the desire for freedom and adventure.
2. Create a Strong and Memorable Narrative
Lesson from Squid Game: The show’s success hinges on its compelling narrative — high-stakes games, complex characters, ethical dilemmas — which keeps viewers hooked.
Brand Implication: Brands should craft authentic stories that evoke emotion, build identity, and foster loyalty. A strong narrative transforms mundane products into meaningful experiences.
How to Apply: Develop a brand story that highlights your mission, values, and the problem you solve. Use real customer stories, behind-the-scenes insights, or visionary messaging to engage your audience emotionally.
3. Embrace Risk and Innovation
Lesson from Squid Game: The series takes risks by presenting provocative themes, unpredictable plot twists, and intense visuals.
Brand Implication: Innovating requires taking calculated risks. Brands that push boundaries and embrace new ideas stand out and gain a competitive edge.
How to Apply: Experiment with unconventional marketing campaigns, explore emerging platforms (like TikTok or NFTs), or adopt disruptive product features that challenge the status quo. Be authentic—don’t take risks just for shock value but to genuinely deliver value.
4. Cultivate Multi-Dimensional Characters (or Brand Personas)
Lesson from Squid Game: The characters in the series are complex, flawed, human, and relatable.
Brand Implication: People connect with brands that have personality and authenticity. Developing a multi-faceted brand persona creates trust and emotional bonds.
How to Apply: Define your brand’s personality traits—friendly, innovative, authoritative—and be consistent. Share stories that reveal your company’s human side, showcase your team, and demonstrate your commitment to values.
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5. Leverage Scarcity and Competition
Lesson from Squid Game: The high-stakes competition creates urgency, exclusivity, and emotional investment.
Brand Implication: Creating a sense of scarcity or exclusivity motivates action. Limited editions, invite-only access, or time-sensitive offers can boost engagement.
How to Apply: Use scarcity tactics ethically—offer exclusive products or early access to loyal customers. Foster a community where members feel part of something special and compete for recognition.
6. Use Visual and Emotional Hooks Effectively
Lesson from Squid Game: The striking visuals, costumes, and settings make it instantly recognizable and memorable.
Brand Implication: Visually distinctive branding helps your audience recognize and remember you. Emotional hooks foster a deeper connection.
How to Apply: Develop a unique visual identity—logo, color palette, typography—that stands out. Tell stories that evoke emotions—joy, nostalgia, aspiration—across all channels.
7. Prepare for Controversy and Ethical Dilemmas
Lesson from Squid Game: The series raises questions about morality, social inequality, and human nature.
Brand Implication: Authentic brands don’t shy away from difficult conversations. Address social issues sincerely but thoughtfully.
How to Apply: Incorporate your values into your marketing. Support social causes aligned with your brand ethos. Be transparent about your practices and stand for integrity, even when controversial.
8. Build Resilience and Adaptability
Lesson from Squid Game: Despite setbacks and betrayals, the characters adapt and persevere.
Brand Implication: The business environment constantly changes. Resilient brands adapt strategies, learn from failures, and innovate continuously.
How to Apply: Foster a company culture of agility and learning. Be ready to pivot your marketing tactics or product offerings in response to market shifts or customer feedback.
Final Thoughts: Squid Game as a Blueprint for Bold Branding
While Squid Game is a story of survival in a brutal game, its underlying themes—emotional connection, risk-taking, storytelling, authenticity—are invaluable lessons for brands aiming to thrive in today’s disruptive landscape.
Just as the series captivates viewers by tapping into universal human experiences, your brand can do the same by understanding your audience’s deepest motivations, crafting compelling narratives, and daring to be authentic and innovative.
Are you ready to play your own game of strategic growth? Embrace these lessons from Squid Game and turn your brand into a memorable, emotionally resonant experience that stands out—and endures.
