The Strategic Villain: How Brands Can Time Their Heel Turn
Something happened this week that transcended wrestling and infiltrated the cultural zeitgeist.
John Cena, the ultimate good guy for 22 years, turned heel.
In wrestling terms, that means the hero became the villain. The man who granted 650 Make-A-Wish dreams—more than anyone in history—stunned the world by betraying everything he stood for.
And everyone is talking about it.
Cultural earthquakes don't happen by accident.
In 1996, Hulk Hogan did the same thing. His heel turn was so shocking a fan tried to climb into the ring to stop it. That moment didn't just change wrestling—it signaled a cultural shift that echoed through entertainment, reflecting Gen X's anti-establishment ethos that would define the late 90s.
Great brands understand cultural rhythm. They feel the beats changing before others do.
You have three choices with culture:
Drive it (be the creator)
Ride along with it (join the community)
Suck the tailpipe (be the insurance agency doing last month's dance trend)
The question isn't whether to follow culture but whether you can anticipate its turn.
Henry Ford didn't build faster horses. Rick Rubin doesn't play instruments, but he revolutionized music by understanding its pulse.
Cena's heel turn resonates because it matches our collective mood.
We're at an inflection point where many feel they've been cheering for the wrong thing, or perhaps secretly want permission to embrace their darker impulses.
The best brands have an internal metronome that prevents them from rushing ahead of culture or dragging behind it. They don't just react to the beat—they anticipate the change in tempo.
When you understand cultural timing, you don't need to shout for attention.
Sometimes, the most powerful move is the unexpected turn.
Are you willing to make yours?