Why you need to throw away that apologetic brand voice and embrace sassy

The sassy, unapologetic tone that made Wendy’s Twitter a billion-dollar success story proves it’s time to ditch the dull, robotic brand voice for something real; and profitable

[dropcap]I[/dropcap]n a digital world oversaturated with bland corporate speak, one Twitter exchange flipped the script; and made history.

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It was 2 January 2017. A slow holiday Monday. Amy Brown, Wendy’s social media manager, was lounging at home in her pyjamas, half-watching Law & Order and keeping an eye on the brand’s Twitter feed.

Then a troll tweeted a jab at Wendy’s long-held claim: “Wendys your beef is frozen and we all know it.”

Most companies would have issued a careful, forgettable reply. But Brown did something else. She snapped back. Not with rage, but with wit:

“You don’t have to bring them into this just because you forgot refrigerators existed for a minute there.”

The tweet exploded.

News anchors re-enacted it. YouTubers reacted. The internet roared with laughter—and approval. And Wendy’s? They leaned in hard.

Wendy’s voice broke through because it was real, not corporate. One person sitting on her couch in pyjamas changed an industry.

The brand rewrote its Twitter bio:

“We like our tweets the same way we like our hamburgers: better than anyone expects from a fast food joint.”

Thus began a revolution in brand voice.

From that single, unplanned clapback, Wendy’s discovered the power of sass—an authentic, irreverent tone that connected deeply with the internet’s sense of humour and hunger for honesty.

The numbers? Nothing short of mouthwatering.

By the end of 2017, Wendy’s net income had soared by 49.7%, jumping from $129.6 million to $194 million. Global sales topped $10 billion for the first time. Their Twitter following rocketed by over 300,000 in just six months.

Why? Because they stopped being boring.

Instead of generic corporate responses like “We’re sorry to hear that. Please DM us,” Wendy’s embraced comebacks like “Sorry your burger was disappointing, but unlike your ex, we’ll actually make it up to you.”

Their sass wasn’t just noise; it was strategy. And it worked.

“Wendy’s voice broke through because it was real, not corporate,” says one social media analyst. “One person sitting on her couch in pyjamas changed an industry.”

Since that viral moment, brand after brand has tried to mimic the sass playbook; some succeeding, others stumbling.

But here’s what many miss: sass without authenticity falls flat.

Wendy’s worked because it wasn’t pretending. It wasn’t focus-grouped. It was Amy Brown, speaking human to human, with a little cheek and a lot of confidence.

And that’s the real lesson.

In 2025, the brands winning hearts (and wallets) aren’t the ones with the safest language or the biggest budgets.

They’re the ones with a real voice—often, the voice of their founder or team, unfiltered, unapologetic, and unmistakably human.

The rise of personal branding is evidence of this shift.

Consumers trust people, not logos. They want to follow stories, not statements. They want to laugh, be surprised, feel seen—not be managed.

And yes, sass sells. But only if it’s backed by substance.

So, to the cautious brand manager still clinging to the bland and apologetic; this is your wake-up call.

The billion-dollar blueprint is clear:

Be human. Be bold. Be unforgettable.

Whether you’re a startup founder, a solo creator, or the head of marketing at a legacy brand, the question now isn’t whether you need a personal brand or distinctive voice.

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It’s whether you can afford to be forgettable in an age when attention is currency; and sass, when done right, is gold.

Because the next billion-pound voice might just be yours.