Meaning is in the Eye of the Beholder: Why Brands No Longer Own the Narrative

Key Points: 

• Brand messaging is no longer controlled solely by companies and is shaped in real time by public interpretation across social platforms.
• Intent does not shield a campaign from backlash, as audience perception can reframe the narrative regardless of original meaning.
• Modern campaign planning must integrate cultural reviews, social listening and scenario planning to anticipate varied interpretations before launch.
• Brands should shift from aiming to control narratives to actively participating with transparency, accountability and contextual engagement.

In late July, American Eagle launched a back-to-school campaign featuring actress Sydney Sweeney. With its denim-forward styling, vintage flair and playful tone, the campaign leaned into a nostalgic Americana vibe. One ad stood out: Sydney quips, “Genes are passed down… my genes are blue,” followed by the tagline, “Sydney Sweeney has great jeans.” 

It was a pun-heavy, lighthearted concept, but soon after it launched, the campaign drew criticism online. Some viewers argued that combining language about “genes” with a blonde hair, blue-eyed spokesperson and a retro aesthetic evoked associations with eugenics and exclusionary beauty ideals. Others dismissed the concern as a reach. The result was a full-blown digital discourse where brand intent took a back seat to public interpretation. 

That dynamic isn’t unique. Brands may start the story, but they don’t always get to finish it. The narrative belongs to the audience. 

Historically, brands invested heavily in telling tightly controlled stories through commercials, packaging, press releases and influencer partnerships. They would broadcast the message, and the audience would consumed it. 

Platforms like X and TikTok have restructured that relationship. Now, consumers are not just recipients of messaging; they are interpreters, critics and amplifiers. Their reactions unfold in real time and often travel faster than a brand’s official narrative ever could. 

In the case of American Eagle, what may have been seen internally as a cheeky, denim-centric wordplay became a cultural flashpoint. Online audiences weren’t responding to a press release; they were responding to each other, to collective memory and to perceived subtext. 

What a brand means to say no longer matters if the message lands out of context. 

The “great genes” phrase may have seemed playful in concept, but it carried different connotations for many viewers. Some saw echoes of historical messaging used to promote exclusionary ideals. And while neither Sydney nor the brand made any overt political statement, the public conversation quickly moved in that direction. 

American Eagle eventually responded via social media, stating that the campaign was meant to celebrate denim and had no intended connection to any political ideology. However, the statement stopped short of an apology or deeper acknowledgment, which left many viewers feeling unheard. People noted that it lacked accountability and failed to meaningfully engage with the concerns being raised. 

 

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This is a lesson for communicators: narratives are no longer built in boardrooms. They are shaped in the comments section and through duets, reaction videos and quote tweets. Brands can’t rely on intent as a defense. The public narrative will form with or without their input. 

Backlash cycles now unfold in real time. A message can go from launch to controversy within hours, long before a brand has time to clarify, respond or regroup. That pace makes reputation management not just a reactive function, but a strategic one. 

Campaigns that once felt airtight in planning can take on new meaning once they reach the public. Messaging development can no longer be based on intention alone. It must account for perception across audiences, cultural contexts and digital environments. 

Audience intelligence should be built into the early phases of every campaign. That includes social listening before launch, scenario planning for varied interpretations and cultural reviews that reach beyond the brand bubble. Language, visuals and casting choices should be assessed through the lens of “How could this be interpreted?” rather than only “What do we want this to say?” 

This isn’t about avoiding all risks or appeasing every viewpoint. It’s about creating the awareness and agility needed to navigate a media landscape where meaning evolves quickly and reputation depends on how well a brand anticipates and adapts. 

The American Eagle example is a reminder that no matter how well-intentioned a campaign may be, once it launches, it becomes subject to interpretation, reinterpretation and redefinition. That’s not something to fear, but it is something to plan for. 

Control is no longer the goal. Participation is. The role of brand communications today isn’t to own the story. It’s to show up in the narrative with clarity, accountability and context. 

Because…the real story? It’s being told by everyone else. 

Alysa Kirn is an integrated communications specialist at Franco. Connect with her on LinkedIn.