the new power combo; maximalism and nostalgia

Brought to you by The Art Of Positioning Podcast

For years, Twix played up a fake rivalry.

Left Twix vs. Right Twix. Fun? Sure. But it was starting to feel tired.

So they dropped the gimmick and refreshed their brand around something far more powerful: unity + nostalgia + maximalism.

Their new campaign, Two Is More Than One, ditches the fake feud and embraces a culture that’s fed up with division. The ad? Two cars (driven by twins) race through the desert, flip, and combine into one synchronized supercar.

Here’s what Twix understood and what you can take away:

Their old position was cute. Their new one is culturally relevant.

People are exhausted by overused polarization. Twix recognized that and evolved.

They bet on maximalism over minimalism.

The market has shifted. “Less is more” is being replaced by “Why not both?” It’s the abundance, fun, and layered experiences. Not sterile perfection.

They made the shift feel familiar.

They brought it back with old-school action films (They don’t make them the same anymore sigh) and twin tropes; they didn’t just say something new; they made us remember something we loved.

This is smart emotional branding, and it’s especially relevant for you if you’re starting to notice your own messaging feels a little… expected or predictable. Or your offer isn’t landing with the same punch it used to.

Words are great, but if they don’t connect, what’s the point of them?

Seriously. If you didn’t own your business, would you read through your website in detail, or would you lose focus at a certain point?

Let’s dig in.

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When you’ve been in business long enough to cross $500K, you’ve already figured out how to solve problems.

What gets harder is standing out in a market full of other experts who also solve problems.

That’s why what Twix just did is so genius and relevant.

They didn’t change the product. They changed the frame.

They pivoted toward something that reflects how people feel right now—exhausted by division, craving more joy, more indulgence, and more humanity. They paired this shift with a tone that’s nostalgic, emotional, and a little over-the-top.

And that’s the lesson:

You don’t need to invent a new offer. Instead consider what new feeling you want to create around what you already do.

Maximalism doesn’t mean clutter. It means leaning into richness. Vibrance. Giving your audience something they can feel, not just logically justify.

Think about your own brand, your content, your touchpoints, and your language. Are you giving “clean and competent”… or are you creating moments that feel memorable?

Because when you're charging premium rates and working with discerning buyers, it’s not enough to be good. You have to make people care.

Twix just reminded us how.

AI and automation have been front and center in my mind recently. And one thought in particular has been prevalent: How can we bring in automation and AI into the business while maintaining that emotional and human connection? Without turning the brand into another boring, soulless AI-created replica. Is it even possible?

With these questions in mind, I approached this episode on integrating brand with automation and AI. And damn if it didn't get me thinking and questioning some of my beliefs:

Badass Tip

🦘 Marketing

Use the moments your audience remembers and max them out.

Instead of just “throwback Thursday” posts, build a mini-campaign around iconic pop culture that your audience grew up with.

What it looks like in practice:

You could run a Y2K-inspired lead gen campaign (Remember “loading screens” and early memes?). Use that aesthetic for your next landing page. Add dial-up sounds, pixel fonts, and Tamagotchi-themed CTAs.

🦘 Sales

Position your offer like it’s returning from the vault. Blending scarcity and sentiment.

What it looks like in practice:

Revive an old offer (maybe one you retired) and repackage it as “back for a limited time.” Add a nostalgic reference or two in your sales approach like “A MTV hit of a product we’ve dusted off…”.

🦘 Customer service

Remember when customer service felt like a concierge, not a chatbot? ****Channel that memory.

What it looks like in practice:

Create a short campaign with a name and theme where customer support mimics ‘90s white glove service. Have reps sign off with “Your friendly 90s concierge” and include a retro-sounding playlist in your post-support thank-you email.

🦘 HR

Say nah to the regular team-building exercises. Align your training style with the energy you’re focused on showing everywhere else. Hecks, pick a decade and do exercises based on it - not only is it fun, but your team also learn the differences in generations to adapt to generational nuances they may have missed before.

What it looks like in practice:

Get your team to bring one thing they consider the cringest product of their era, and see if everyone else can point out what it is. Have them try to rebrand it in with your business values (low-key testing their knowledge of them.😉)

Myth: Maximalism is too much clutter.

Fact: Maximalism grabs attention, and nostalgia builds emotional bonds, a powerful combo to boost visibility and trust.