Most small business owners have financials, but few have financial clarity. There's a real difference between books that are technically up to date and books that actually tell you what's going on in your business right now. When accounting is reactive — updated when there's time, reviewed at tax season — you lose visibility exactly when you need it most. You can't tell which clients are truly profitable. You can't spot a cash flow gap before it becomes a crisis. BELAY's outsourced accounting team changes that.

Download the Free Guide

Most companies spend enormous effort trying to minimize criticism.

They test campaigns. Refine messaging. Monitor social sentiment.

The assumption is simple:

If people like the brand, the brand grows.

And while there is certainly some truth to that, reality is often messier.

Some of the most culturally relevant brands in the world are criticized constantly. Even hated on.

People make fun of them. Question their pricing. Roll eyes at their customers. Debate their value.

Yet they continue to grow.

Not because everyone loves them.

But because—one way or another—everyone knows them.

One of the most important distinctions in branding is the difference between being liked and being remembered.

Research from the Ehrenberg-Bass Institute has consistently shown that brand growth is heavily influenced by mental availability—the likelihood that a brand comes to mind when a purchase decision is being made.

That doesn't mean criticism is inherently good.

But it does mean that it creates space for visibility…and visibility matters.

And what’s more?

Controversy often generates visibility.

Few companies have been criticized more consistently than Ryanair.

The European airline has spent years being mocked for its no-frills experience, baggage fees, and unapologetically low-cost approach.

Most brands would try to soften that perception.

Ryanair often leans into it.

The company's social media presence routinely jokes about the very criticisms people make. Rather than fighting the narrative, Ryanair embraces it.

Why?

Because the criticism reinforces exactly what customers already understand:

The airline is cheap.

People may complain about the experience, but millions continue booking flights because the core value proposition remains clear.

The criticism reinforces the positioning.

For years, Crocs was one of the most mocked brands in footwear.

The shoes were criticized for their appearance and became a recurring internet joke.

But instead of distancing itself from the conversation, Crocs embraced its uniqueness.

The company launched unexpected collaborations with brands and celebrities while continuing to focus on comfort rather than conventional fashion standards.

The result was remarkable.

Crocs generated over $4 billion in revenue both in 2024 and 2025, more than double its revenue just a few years earlier.

Despite spending years as a cultural punchline, Crocs transformed itself into a multi-billion-dollar global brand. And the very characteristic many consumers mocked—its unconventional appearance—became one of its most distinctive and memorable assets.

Another example is Tesla.

Few modern brands generate stronger reactions.

Supporters view the company as an innovation leader. Critics regularly challenge everything from product decisions to leadership behavior.

Yet despite the constant debate and the fact that Tesla barely ever employed paid brand advertising during its meteoric rise, it remains one of the most discussed automotive brands in the world.

Importantly, much of that conversation extends far beyond traditional car buyers.

People who have never owned an electric vehicle often have strong opinions about Tesla.

That level of awareness is difficult to manufacture through advertising alone.

The brand occupies a disproportionate amount of attention because public conversation continuously fuels visibility.

Of course, not all criticism is beneficial.

There's an important distinction between:

"That's ridiculous."

and

"I don't trust this company."

Brands often survive criticism related to:

Those debates create visibility.

Criticism tied to:

is far more dangerous because it attacks trust.

One creates conversation.

The other creates avoidance.

The strongest brands don't seek criticism.

But they aren't afraid of it either.

Because once a brand becomes distinctive enough to matter, strong opinions tend to follow.

And while not every conversation is positive, it beats something far worse:

Not being part of the conversation at all.

Best,

Edwin