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OPINE: the operating system for modern brand voice

September 5, 2025

In a noisy, polarized market, win by speaking where you have proof—and turning attention into action. OPINE is a 5-step checklist you can run before any post, pitch, or campaign.

O — Own your lane (earn the right)

Pointers

  • Map 3–5 issues/topics where your brand has clear credibility (product truth, proven impact, audience fit).
  • Create a “permission ledger”: evidence, proof-points, and audience overlap for each topic.

Explain
Talk only where you have receipts. Your “permission ledger” proves why you can speak on a topic and how it connects to your product and audience. If the proof is thin, build proof before posting.

examples

  • Patagonia is on environmental protection (lifetime repairs, material science, giving profits to the planet).
  • Apple on privacy (device security, on-device processing → message: privacy is a product feature).
  • Spotify on listening culture (owns year-end music data with Wrapped because it has the data truth).

P — Pick your battles

Pointers

  • If you opine on everything, you stand for nothing. Choose 1–2 active cultural conversations per quarter.
  • Use a Cut-Through vs. Cut-Out risk grid: who could you alienate, and is that acceptable for the outcome?

Explain
Decide when to speak, not just what to say. Focus on moments that advance the business. Pressure-test boldness versus potential customer alienation; ship only the plays where upside beats downside.

examples

  • Nike choosing athlete equity moments that align with its “athlete first” identity.
  • LEGO focusing on creativity/education (Girls & Boys, STEM, play) rather than every social flashpoint.

I — Induce healthy tension

Pointers

  • Set a Tension Dial (0–5). 0 = safe/ignored; 5 = likely backlash. Aim for 3–4 (bold but defensible).
  • Ban “toxic tension” triggers: identity attacks, unearned moralizing, or off-lane hot takes.

Explain
Make work that’s sharp enough to be noticed but still fair and on-lane. Attack the problem or stale norm—never people. Pair the spicy line with a clear product truth.

examples

  • Dove “Real Beauty” challenges narrow beauty norms while selling care rooted in dermatology.
  • Burger King “Moldy Whopper” risks discomfort to prove “no artificial preservatives.”
  • Viagra “Make Love Last” uses suggestive, artful storytelling to land the core product promise.
  • Vaseline “Verified” debunks unsafe hacks while spotlighting proper skin healing.

N — Nurture creators & athletes (audience-first)

Pointers

  • Alignment check: values, audience overlap, and brand purpose.
  • Trust exchange: you provide clarity of outcome; they keep creative control so it doesn’t feel like an ad.
  • Prioritize women’s sports and community creators—high growth, high goodwill, strong engagement velocity.

Explain
People show up for people. Choose partners whose fans already believe them. Give outcome targets and guardrails, then let creators/athletes speak in their own voice. Women’s sports = passionate, fast-growing, brand-safe energy.

examples

  • Nike / Serena, LeBron, USWNT—athletes co-author the brand.
  • Gymshark—built by fitness creators, not TV ads.
  • Fenty Beauty—creator-led tutorials that center inclusive shade truth.
  • Visa & women’s football—multi-year investment in a rising fandom.

E — Execute, then measure ROMI (Return on Marketing Investment)

Pointers

  • Move beyond attention to Intention: Discovery → Consideration → Purchase.
  • Instrument the full funnel; treat every creative risk as a commercial hypothesis with declared success metrics.