The other day, I asked ChatGPT:
👉 What are the best jeans brands in the UK?
It gave me a solid list—some premium British denim labels, a few high-street names, and a couple of niche brands. But it wasn’t the list that made me wonder, but how ChatGPT decided which brands to include.
It turned out that one of the factors ChatGPT used to decide which brands made the list was whether the brand was a trendsetter.
Hmm… Not every successful brand is leading the way. Some are just good at following trends, but the real leaders are the ones who create those trends—they set the wave before anyone else even realises it’s coming.
That got me thinking: Would Google’s focus on content originality work the same way?
(For context: Google’s 2025 Search Quality Rater Guidelines place greater emphasis on content that is fresh, firsthand, and innovative.)
Search results have been a mix of original content and recycled ideas for years. But now, Google draws a clearer line between fresh, original content and everything else.
Here’s what Google now seems to prioritise:
- Unique perspectives, original insights, and firsthand expertise.
- Simply rewording existing content won’t cut it anymore.
- If you’re not bringing something new, don’t expect it to rank.
And that got me thinking—how we (or ChatGPT) recognise trendsetters in branding seems to follow the same logic as Google’s new approach to content originality…
Whether it’s fashion, tech, or search rankings, the ones who bring something fresh and meaningful are the ones who shape the future.
Trendsetters vs. Google’s Push for Originality
When I asked ChatGPT how it identifies a brand that’s truly leading the market, it pointed to four key points.
Here are the four principles that ChatGPT highlighted:
1. Are You Leading the Conversation or Just Following the Crowd?
One thing AI made clear—trendsetting brands don’t just exist in the industry. They shape where it’s going. They’re not waiting to see what works. They’re the ones making sure people are paying attention to them.
- Tesla didn’t wait for the EV market to mature—it forced the conversation. Back when electric cars were seen as slow, boring, and impractical, Tesla flipped the script. They made EVs sleek, high-performance, and desirable. Now, every major car brand is scrambling to keep up.
- Balenciaga turned fashion into a statement—sometimes absurd but impossible to ignore. From $1,800 “trash bag” totes to worn-out sneakers selling for thousands, their approach isn’t about selling practicality. It’s about making people talk. And they do.
- Dyson didn’t just make a better vacuum—it reinvented the design of household products. From bladeless fans to high-tech hairdryers, they built a reputation for pushing the limits of design and engineering.
Now, let’s turn to Google.
For years, search results have been filled with a mix of truly original insights and content that just rewords what’s already ranking. But Google is now drawing a clearer line—rewarding content that adds something new rather than just summarizing existing ideas.
Take travel content as an example. Do we really need another “Top Destinations to Visit in 2025” article? Probably not. Instead, Google is more likely to prioritize content that frames the topic through fresh, meaningful angles, like:
- How climate change is reshaping travel choices (e.g., the growing popularity of cooler, northern destinations like Norway, Canada, and Scotland as travellers avoid extreme heatwaves in southern Europe).
- Where people are moving—not just visiting (e.g., Portugal’s digital nomad boom).
- Destinations that give the best value in today’s economy (e.g., Argentina’s currency drop).
✅ This shift isn’t just about rankings—it’s about creating discussions that actually matter.
2. Are You Pushing Boundaries or Just Playing It Safe?
Here’s where AI gave me a reality check: Trendsetters don’t just make better versions of what already exists. They introduce something that changes expectations.
- Glossier made beauty about real people, not just perfection. Before Glossier, makeup brands marketed flawless, airbrushed faces. Glossier flipped the model—minimal makeup, real skin, and a brand built with its community instead of just selling to them. Now, “skin first, makeup second” is an industry-wide trend.
- Rimowa took something as basic as a suitcase and made it a fashion statement. Their signature aluminium cases became a status symbol, worn (yes, worn) by celebrities as an accessory. Suddenly, luggage wasn’t just about function—it was part of your style.
And Google? It’s going even further.
- If your content is just a slightly improved version of what’s already available, it is not truly original.
- if it’s not adding anything unique—whether it’s new data, firsthand experience, or a fresh angle—why should Google push it up?
✅ “Better” isn’t always enough. Unique, insightful, and valuable is what counts.
3. Are People Paying Attention Before It’s Mainstream?
Before a trend goes mainstream, there’s always a moment when only a few people see it coming.
Real trendsetters create that moment.
- Bottega Veneta deleted all their social media. No Instagram. No Twitter. No digital footprint. Instead of disappearing, they became more talked about—because they broke the rules when everyone else was chasing engagement.
- Crocs went from “ugly” to high fashion. At one point, Crocs were a joke. Then, brands like Balenciaga put them on the runway, and suddenly, Crocs were cool. But it started because niche communities embraced them before the mainstream caught on.
And Google?
It rewards content that jumps on important conversations before they peak. If you’re waiting for a topic to trend, you’re already too late.
- Google prioritises fresh, original insights—content that spots emerging topics before they explode.
- If you’re only reacting to what’s already trending, you’re competing in a crowded space (see point 1)
✅ In search, just like in culture, timing matters. Spotting and covering emerging topics early isn’t just an advantage—it’s what separates leaders from those playing catch-up.
4. Are Others Copying You?
One of the most prominent signs of a trendsetter? When everyone else starts adjusting to follow them.
- Apple removes the headphone jack—now wireless audio is the standard.
- Aritzia builds a brand on “quiet luxury”—now every fashion brand is launching a minimalist collection.
- Stanley cups go viral—suddenly, every drinkware brand scrambles to make their own version.
Google notices the same patterns.
✅ If competitors are adjusting their strategy based on your insights—and your content is being cited or linked as a source—you’re influencing the standard, not just following it.
Quick Summary
Just like brands that start conversations, take risks, and influence their industries get noticed, Google is now prioritising content that adds something new instead of just repeating what’s already out there.
Here’s what actually makes a difference:
✅ Leading the conversation – Setting the tone instead of just reacting to what’s already trending.
✅ Pushing boundaries – Small tweaks aren’t enough; original perspectives and fresh insights stand out.
✅ Being ahead of the curve – Engaging with important topics before everyone else catches on.
✅ Influencing others – If competitors are copying or referencing you, you’re shaping the standard.
The big takeaway? Google is rewarding content the same way we recognise trendsetters in branding. Whether in search rankings or industry influence, the ones who create—rather than imitate—are the ones who win.
Final Thought: Who’s Actually Leading?
This made me think—who are the real innovators right now?
Which brands do you think are actually shaping their industry instead of just keeping up?
Drop your thoughts 👇
