Spotify doesn’t view music simply as entertainment. To them, it’s a mood enhancer, a conduit for creativity and a part of who we all are.

But when they started to create campaigns around personalized playlists, they got some flack for possibly invading customers’ privacy. Instead of backing down from their brand mission, they shifted their creative to a more global message that feels more relatable and less intrusive.

Soon after, Spotify reached over 100 million users, doubling that of their closest competitors.

They might have missed with past creative, but they proved that a believable brand can win back consumers with a strong product and even stronger messaging.