In the grand tapestry of history, modern-day marketing has its most evident roots in the medieval era, where tools of trade, symbolism, and craftsmanship laid the foundations for the commercial strategies we know and use today. Long before the advent of lavish logos and compelling campaigns, medieval merchants wielded hammers and seals as symbols of authority and trust whilst gently carving their identities into the goods they traded. Medieval societies also demonstrated the power of guilds in their ability to manipulate product, price, promotion, and place as well as the crucial role of marketplaces in forging lasting relationships with customers. Hence, this article briefly explores how medieval guilds, marketplaces, and branding practices served as the foundation for modern marketing principles, highlighting their enduring influence on product regulation, consumer trust and competitive strategies.

Medieval Guilds: The Incubators of Business, Markets & Labour

Medieval guilds were essential institutions in shaping both the social and economic landscape of Europe, fostering business activities through structured apprenticeship and quality control systems. They were associations of craftsmen and merchants that collectively formed to propagate the economic interests of its members through mutual aid and support mechanisms. While the guilds were a standard fixture of Medieval Europe, their origins can be traced as far back into the Mesopotamian Age with more direct and evident roots in the Collegia of the Byzantine Era.  Guilds were organised to function as both social and commercial entities and were thereby the engine rooms of business and marketing activities between the eleventh and sixteenth centuries. They were structured around a system of apprenticeship in which young males would be trained under a master for several years, without pay, before becoming a journeyman who worked in the trade in return for wages. Journeymen could become masters by producing a “masterpiece” to demonstrate their skill, and upon acceptance, they gained the right to run their own businesses and oversee the quality of other members’ work.

Guilds, with their monopolistic control and regulatory functions, played a paradoxical yet pivotal role in early market regulation, influencing the modern-day marketing strategies of product quality, pricing, distribution, and promotion. Their theologically driven, anti-competitive market philosophy demonstrated fluidity as they would usually leverage their monopolised power to restrict competition and regulate prices but at other times, they would consult merchants and drive entrepreneurial activity. In this way their role was almost paradoxical, emulating a combination of modern-day organisations from trade-unions to competition commissions and marketing consultancies. While today, individual firms would conduct their own marketing activities by manipulating the “4 Ps” of product, price, place and promotions, medieval guilds implicitly took control of all these procedures. They took this role by regulating the product quality of its craftsmen, influencing price by setting rates, controlling distribution through regionally monopolising their trade and promoting their goods by building reputation. Thus, guilds were an early, albeit complex, form of market regulation, blending protectionism with promotion to create a stable and thriving commercial ecosystem.

Bustling Markets & Town Squares: Real-Life Marketing Spectacles

While guilds were often like the strategy-makers of the day guiding the overall direction of the market and its participants, it was the blacksmiths, vendors and craftsmen that took a dominant role in the day-to-day marketing of their goods within bustling markets and town squares. Similar to today’s department stores, medieval markets followed an organised product layout by allowing similar goods like textiles and food to be placed into specific sections. Furthermore, similar to how supermarkets incentivise you to spend on goods placed at eye level or on aisles, medieval vendors would also compete for specific stations in which spending power was particularly high. For example, fresh produce may be sold at the centre of the market where people would eventually crowd together, and flowers and ornaments would be sold at exits and entrances where discretionary spending was high. This suggests that despite the anti-competitive direction set by guilds, real-life medieval markets were competitive spaces where profitability relied heavily on the customer acquisition skills of the vendors.

In an age in which mass media was absent from society, haggling, town-crying and visual signage was predominantly used to lure potential customers with price negotiations and bartering being common practice. This suggests that despite the price regulations set by guilds, customer interactions were what determined market prices and were in turn the primary factor that incentivised customer loyalty and relationships. Moreover, evidence also suggests that around the 12th century, French town criers were well known for heading into local pubs and taverns to flog their wares. Often, criers would offer free food samples from wooden casks for people to have a taste of in order to lure customers and build trust. These examples illustrate the genuine attempts used by the marketers of the day to build customer relationships that would eventually translate in the modern world through sophisticated and often digitised customer loyalty programs and reward systems.

Medieval marketplaces were hubs for cultural and social exchange, where people from all walks of life shared insights and innovations. These characteristics incentivised early merchants and artisans to acquire new customers through simple promotional gimmicks. For instance, in a manuscript by a scribe known as Herneis le Romanceur, he included a note that read: “If someone else would like a book as attractive as this, you can find me in Paris, across the road from the Notre Dame cathedral”. This note served as an early form of advertisement, inviting potential customers to seek out his services by pursuing a peripheral route of communication making. Similarly, a 15th-century scribe in Holland included a message in a copy of the Old Testament, saying: “If you liked this version of the Old Testament, I can also make you a copy of the New Testament.” These early messages show how medieval craftsmen and merchants used personal notes and recommendations to market their work, mimicking the functions of advertising and promotions today.

Logos & Branding: From Medieval Heraldry to Modern Marketing

In today’s competitive markets, branding involves unifying product elements into a singlecustomer idea often serving a multi-dimensional purpose. However, in the Medieval Age, branding stood for a singular purpose which was to create trust and confidence into the products traded functioning effectively as a risk mitigator in the minds of consumers. This purpose has been implied through legislative acts such King Henry III’s 1266 laws that required bakers to mark their bread with distinctive symbols to highlight authenticity. These symbols exhibit a preliminary example of trademarks that gradually evolved from being a mere risk mitigator to a complex tool used to enhance product differentiation. Notably, visual symbolism, frequently invoking theological themes and religious figures, was a pervasive strategy in medieval marketing, driven by the widespread illiteracy of the time and the centrality of religion in everyday life. The use of religious imagery proved highly effective in cultivating the trust and credibility necessary to outmanoeuvre competitors and establish authority in the marketplace.

While the strict guidelines on product uniformity by guilds disincentivised the use of branding, the growth in trade and competitive industries often propelled vendors to utilise symbols to differentiate their offerings and target customer segments. For example, medieval patterns from the French region of Saintonge were known to have hallmarked their pottery with distinctive green glaze alongside intricate geometric patterns to reinforce the luxury appeal and high quality of their products. This represents a deliberate effort by artisans to reposition their products and target wealthier consumers akin to the brand propositions used by luxury giant, Louis-Vuitton, Moët, Hennessy (LVMH) today. Similarly, swordsmiths from Toledo, Spain, stamped their blades with religious symbols that guaranteed strength and durability as well as to promote the region’s comparative advantage towards sword-making. These swordsmiths’ brand aspirations would have been fulfilled as countless Toledo swords were discovered in much of Europe and the Islamic world, indicating the global appeal of their successful brand. Through this narrative, we see the evolution of branding as increasing competition which spurred medieval vendors to establish distinct and individual identities. Consequently these vendors redefined branding from being a mere mitigator of risk to a powerful tool of differentiation.

Protection of Brand Integrity: From Medieval Counterfeiting to Modern Brand Safeguarding

Medieval branding practices led to foundational developments in industrial property laws, an early predecessor to the intellectual property and trademark laws that govern the conduct of firms today. These laws were first discussed by Italian jurist Bartolo da Sassoferrato, who, in the 14th century, wrote the first treatise on trademark law. The implication of these laws meant that marks were no longer optional for medieval guilds and artisans as they were monitored by local government in a manner that prevented counterfeit goods. The punishments for selling counterfeit goods in medieval times were severe, reflecting the importance of maintaining product authenticity. In the modern world, protecting brand integrity is equally critical. Brands like Nike and Louis Vuitton invest heavily in intellectual property laws, monitoring counterfeit goods and ensuring that their brand’s quality remains undiluted by imitation products. This modern approach to brand protection builds upon the principles of medieval market regulation, where ensuring quality and preventing fraud were key to maintaining trust and business success.

As explored through this article, the medieval period laid the groundwork for many of the marketing strategies and practices we use today. While the techniques and connections may extend beyond the middle-ages, they incentivise us to appreciate and acknowledge the humble roots of commercial concepts, like marketing, that are often perceived as products of the industrial age. From the role of guilds in regulating quality and price to the early use of theological symbols and product markers to build trust, the approach to business in the medieval era resonates with activities of modern-day businesses. As we look at the evolution from medieval practices to modern-day marketing, the desire to build trust, establish authority and create consumer loyalty has remained at the core of commercial activity across centuries and is one that accentuates with increasing competition. In this way, this analysis has reiterated the foundational customer-centric philosophy of marketing and how it is grounded in driving value creation and forging lasting relationships with customers.

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Among the many evolving dimensions of modern-day marketing, social media engagement continues to reinvent itself as brands reshape their strategies, tools and narratives in response to the fiercely competitive global marketplace. Today, social media engagement has transcended traditional broadcasting to become an interactive, real-time dialogue – one that demands authenticity, agility and an intuitive grasp of the human experience behind the its many metrics. Within the seemingly congested space of social media engagement, a few brands have boldly rejected conventional norms, giving rise to a new, audacious genre of marketing known affectionately as “unhinged” or “chaotic” marketing. While this emerging approach still remains largely under-theorised within the world of academia, its presence is both conspicuous and compelling as brands like Ryanair, Duolingo and Scrub Daddy storm the internet with their ingenious tactics. What is Unhinged Marketing? And what seems to be its principles? In this article, I aim to demystify the phenomenon of unhinged marketing and propose what I believe are the five defining principles that underpin its practice.

Principle 1: Speak the Language of the Internet 

One unifying trait amongst the brands that do excel at unhinged social media campaigns is their fluency in the language of the internet. To some, this phrase is synonymous to Gen Z slang but to a brand it should mean more than just a dictionary of trendy vocabulary. While slang is certainly a core tenet, the language of the internet is something more holistic – It is a cultural pulse constituting a shared rhythm of humour, references and tones evolving daily across online communities. It is having an intuitive grasp of this intricate language that enables brands to communicate in a way that feels digitally native and appropriate to engage in further unhinged campaigns. But what does it mean to have an intuitive grasp of such an abstract language? It means proactively acting on trendy internet phenomena and seeking a creative pathways to insert your brand into it. Ryanair, the infamous Irish airline previously known cheap flights and reckless landings, is now among the favourites of unhinged marketing. Using platforms like TikTok, Ryanair exemplifies its digital fluency by leveraging greenscreens and face filter tools to personify its planes into snarky, meme-ready characters that deliver sarcastic commentary on delays, customer complaints and prices. Consequently, engaging audiences with native platform features like filters, greenscreens, and viral sounds has become a common entry point for many brands breaking into the unhinged marketing space—serving as a digital handshake that signals relevance, humour and cultural fluency. 

Principle 1: Speaking the Language of the Internet (Ryanair capitalised on the trendy nature of greenscreen filters and inserted its brand to create an unhinged tool that has become the face of the airline)

Principle 2: Prioritise Entertainment over Promotion

Once a brand becomes fluent in the language of the internet, its social media strategy shifts from promotion to pure entertainment. It is observed that traditional social media campaigns often systematically manipulate elements of AIDA formula leading to polished visuals, reels and interactive media designed to convert passive viewers into active consumers.  In contrast, unhinged  campaigns subvert this logic entirely by curating entertaining content that cultivates a cult-like following that propagates brand awareness organically across digital platforms. Notably, each brand pursues this goal differently plethora of unique tactics. For example, Scrub Daddy, the smiley-faced sponge brand born from Shark Tank brilliantly leverages anthropomorphism by giving its sponges exuberant personalities that play out in quirky, offbeat skits. These skits often depict humorous, relatable scenarios that resonate with audience who are on the desperate lookout for lighthearted distractions during their scrolling sessions. In essence, Principle 2 states that unhinged content isn’t about pushing a product—it’s about pulling in an audience by carving out a distinct, entertaining niche in the digital landscape that ultimately becomes synonymous with the brand.

Principle 2: Prioritise Entertainment over Promotion (Scrub Daddy exploits the power of anthropomorphism by featuring its sponges as vibrant characters dramatised in a quirky skit)

Principle 3: Embrace Absurdity 

Principle 3: Embrace Absurdity (Nutter Butter used anthropomorphised cookies in unsettling, unpredictable and absurd scenarios to create shock value and draw in netizens)

Principle 4: Transform Failures into Humour Narratives

Principle 4: Transforming Failures into Humour Narratives (Ryanair capitalised on the trendy nature of greenscreen filters and inserting its brand to create an unhinged tool that has become the persona of this brand)

Principle 5: Respond, Engage and Respond!

Finally, the defining principle of unhinged marketing is indisputably the commitment by such brands to relentless engagement. Brands must continuously respond not just for customer service, but for spectacle. Unlike traditional brands that treat comments as transactional, unhinged brands dive headfirst into the comment section, using it as a stage to further their clever tactics. This is especially evident in Duolingo’s approach. Rather than dodging criticism or hiding behind polished PR language, Duolingo embraces every opportunity to respond with humour, menace or absurdity – often turning a simple comment into viral content. For instance, users who admit to skipping language lessons are met with cheeky threats like “Your streak ends, your life ends,” or “We’re outside your house.” These replies, while clearly exaggerated, contribute to the brand’s unhinged, ever-watchful mascot persona. Duolingo also frequently responds to comments from other brands, continuing the chaos with perfectly timed roasts or surreal humour.  Each response reinforces its identity and deepens the sense of community among followers, who now engage not just to consume, but to provoke a reaction. Through this principle, unhinged marketing becomes a two-way act — reactive, responsive and always ready to turn any interaction into entertainment.

Principle 5: Respond, Engage and Respond! (Duolingo is infamous for its humorous and regular replies to comments on Instagram and TikTok)

Conclusion: Is Unhinged Social Media Engagement for everyone?

Switzerland’s triumphant return to the Eurovision spotlight in 2024, marked by Nemo’s genre-bending and emotionally charged performance of “The Code,” has set the stage for what promises to be a nostalgic yet electrifying 2025 contest. Hosted in the vibrant cultural metropolis of Basel, 37 countries will compete for the coveted win, reigniting the unifying magic that has long defined Eurovision’s legacy. As the glittering lights, flamboyant costumes, and pyrotechnic spectacles return to centre stage, it is worth pausing to reflect on the deeper forces at play beneath the sequins and smoke. More than a mere musical contest, Eurovision has evolved into a powerful site of cultural diplomacy – a strategic platform where nations craft and communicate their identities to a global audience. Every entry is more than just a song; it’s a performative expression of nationhood, often woven with historical memory, regional pride, political messaging, and soft power aspirations. These performances blend tradition with modernity, artistry with ideology — shaping how countries want to be seen and remembered. Through the following blog, I aim to explore five standout Eurovision performances that exemplify how states have harnessed the contest as a machine for national branding. Each performance is a case that reveals a distinct approach to soft power, offering insight into the evolving choreography of identity and diplomacy at play in this uniquely global spectacle.