🌸 The other night, I was watching TV when this ad came on.

At first, I didn’t even register the brand, Astronomer.

It sounded techy. Maybe something to do with space?

Ohhh. This is that company.
The one whose CEO was caught on the Coldplay kiss cam.
The clip that went viral so fast you couldn’t scroll Instagram, TikTok, or even LinkedIn without seeing it.

If you were online that week, you know the drill, screenshots everywhere, “Open to Work” memes, the comments section working overtime. It was messy, funny, and a little uncomfortable. Basically, the perfect recipe for a PR headache.

Moments like that can crush a brand. Most companies panic. They go silent. Or worse, they write a stiff corporate statement that makes the whole thing even more awkward.

The Plot Twist No One Saw Coming: Gwyneth Paltrow for… a Data Company?

But Astronomer did something I genuinely didn’t see coming , and it turned a potential disaster into a marketing masterclass.

They brought in Gwyneth Paltrow as their “very temporary spokesperson.”
Yes, that Gwyneth, Academy Award-winning actress. Goop founder, and the ex-wife of Coldplay’s Chris Martin.

It was so unexpected, I actually laughed out loud. Not because it was silly, but because it was so perfectly calculated. The connection was obvious enough to make everyone get the joke instantly, but subtle enough to keep things classy. Gwyneth didn’t spill tea or take shots. Instead, she delivered a short, calm, and confident message on behalf of Astronomer’s 300-plus employees, acknowledging the moment without getting dragged into the mess.

From a branding perspective, this was genius. They took a situation where the internet could’ve defined their narrative,  and flipped it into something they controlled. By casting someone culturally relevant but not directly involved in the drama, they were able to acknowledge the viral moment, redirect attention back to the company, and show they had a sense of humor and self-awareness.

That’s the thing about smart brand moves: they’re not about chasing laughs or headlines for the sake of it. They’re about making sure that, when people remember the moment, they also remember you.

‍Lessons for Small Brands

1. Use humor strategically, but kindly.
Humor works best when it makes people smile with you, not at someone else. Astronomer’s tone was light, playful, and respectful, and that’s why it landed.

Example: You post a new class schedule and someone points out you accidentally wrote “6am” instead of “6pm.” Instead of deleting it in a panic, reply with: “Guess we’re starting before sunrise now ☕  fixed it, promise!”

2. When you’re in the spotlight, respond fast.
Attention has an expiry date. Astronomer moved quickly, before the conversation moved on.

Example: A customer posts an Instagram story raving about your product. Share it to your feed that same day with: “We’ve got the best customers, thanks, Sarah, you made our week!”

3. Don’t make it about the drama, make it about the brand.
If you’re caught up in a moment, use it to bring the focus back to what you do and why you do it.

Example: A video of your Pilates class gets attention because someone’s toddler wanders into the room mid-session. Post it with: “Yes, we welcome all ages — but only some of them can touch their toes.” Then add a link to book a trial class.

4. Lean into cultural context, but stay true to you.
Astronomer chose Gwyneth because it fit the moment and their identity. Jumping into trends that have nothing to do with you just makes you look try-hard.

Example: If there’s a trending audio about “perfect morning routines” and you run a coffee shop, film your barista making your signature latte — but skip it if the trend is about something totally unrelated.

5. A moment of visibility is a branding opportunity.
Small brands rarely get mass attention. When you do, use it to introduce yourself properly.

Example: Your bakery gets featured in a local food influencer review. Comments that says: “Hi, we’re Sweet Crumbs. We bake everything fresh daily, and yes, the cinnamon rolls are as good as they look.”

6. Brand is a behavior, not just a look.
Your colors and logo matter, but how you act in public moments matters more. Astronomer proved that under pressure, brand is about behavior.

Example: Your shipment is delayed. Instead of sending a cold “your order is late” email, you send: “We’re so sorry for the delay,  your order is on the way, and there’s a little extra treat inside to thank you for waiting.”

You just Need to be Ready when the Spotlight Hits.

A client shares a glowing shoutout about your service on LinkedIn and it starts getting traction. You can:

• Thank them in the comments
  
  
• Share the post with a short backstory about your work together
  
  
• Update your profile headline to mention the result they highlighted
  

And when it does? Keep it human, keep it light, and steer the story back to your strengths.

Your cat wanders across your Zoom call during a client meeting. A clip gets shared on Instagram. You:

• Post it with: “Meet our head of security 🐱”
  
  
• Tie it back to your brand personality
  
  
• Then drop a reminder of how people can work with you

I love when a brand can read the room, stay true to itself, and still have a little fun. Astronomer didn’t just “manage” a PR crisis, they turned it into a moment that made people curious about them, made them more memorable, and did it without crossing any lines.

The internet will always have its storms. You can’t control what blows in, but you can control how you stand in it. And sometimes, the smartest thing you can do isn’t to shout over the noise, it’s to smile, own the moment, and remind people why you matter.

Because in the end, branding isn’t just about how you look when things are calm, it’s about how you respond when the spotlight hits. And if Astronomer’s story proves anything, it’s this:
You don’t have to be the loudest to stand out. You just have to be ready, human, and unapologetically you.

Peace,

Pik

‍