Oblivion – It’s available now

Proposition is everything — chatter is irrelevant.

When I heard about the new Oblivion Remastered drop, I couldn’t believe it. No big announcement — just a cryptic post the day before – “TOMORROW” with the YouTube and Twitch logos underneath. Everyone (Including me) expected the usual: another polished AAA teaser for a game that would build hype for years, then arrive unfinished, overpriced, and buggy.

But no — there, during the stream, the game trailer played. Bethesda Game Studios simply ended by announcing: “It’s available now. Free on XboxGame Pass”.

No long lead-up. No overpromising. Just an arrival.

As someone who started playing Oblivion aged six, it hit differently. Reminiscing on why I loved the game so much: vast, imaginative, quietly waiting to be discovered. In a world overloaded with noise, that kind of space feels increasingly rare — and increasingly powerful.

Oblivion‘s silent launch is part of a growing pattern. Creators and brands are realising that constant noise doesn’t build genuine excitement — it dulls it. In contrast, moments that arrive without warning feel immediate, raw, and far more alive.

Take Bottega Veneta. In 2021, they deleted all their social media accounts. No content calendars, no daily posts. Many thought it was a risky move. Yet by the end of 2024, Bottega ranked 6th globally on the Lyst Index — ahead of brands like Gucci, Versace and BALENCIAGA. Their decision not to chase attention didn’t cost them relevance; it strengthened it.

Back in the mid 2010s, well into my “Hypebeast teenage phase”, Supreme built an empire around scarcity and surprise. No advertising, no endless marketing campaigns — just carefully timed drops, often announced with little more than a whisper. The anticipation felt earned, not manufactured. An essential part of my life. I was there in the queue. Religiously.

Credit: Hypebeast.com

Glossier in its early days barely advertised at all. It relied on the strength of its proposition and the loyalty of its community, building momentum naturally before ever scaling into traditional marketing.

Both brands are no longer in such a place. But useful to remember why we loved them. We trusted the clarity of their proposition. Meaningful and important. When everything is constantly over-promoted, real excitement can’t be faked. A surprise arrival feels earned. A quiet launch demands a stronger centre — a clearer reason for being.

Proposition is everything. Participation is invited.

Strong brands are built on what we call the Circus Double Double: Ideology, Inspiration, Sacrifice, and Discipline. It’s these foundations — not noise or overexposure — that create lasting differentiation. Brands that stand for something clear, with a definitive Purpose, don’t need to shout to be heard.

With a charismatic proposition – the world comes to you.

And Oblivion, nearly twenty years later, has me hooked once again.

Written by Aldo Maland

April 2025