When you should throw a great marketing campaign in the trash
- theoseeds
- Oct 31
- 1 min read
A couple weeks ago I met a woman at a bar who works in luxury marketing.
The more I learn about luxury marketing, the more I realize it has a zillion parallels to personal brands...
So I listened to her pretty closely.
Here's something interesting she told me:
"Everything we do, the brand comes first."
In other words, they can have the best idea for a marketing campaign to sell their perfumes.
They can have amazing copy and creatives.
But if it doesn't fit with how they position themselves, they will throw it in the trash instead of using it.
Everything they do has to fit their brand.
Why? Because people are buying them for their brand.
Their brand is what lets them charge $100 for a vial of perfume that costs $2 to make.
Selling coaching can work the same way:
People are buying your personal brand...
So you have to build a personal brand, and then protect that personal brand at all costs.
-Theo