Why'd you buy that?

Nobody bought a Labubu because they were retargeted by online ads.
(To be clear, I haven’t bought one at all, but that’s not the point).

If you’re unfamiliar with Labubu, I’ll give you a super quick background on this collectible “monster elf” character. It was created by Hong Kong artist Kasing Lung and is sold as stuffed toys through Pop Mart, mostly in blind boxes (you don’t know which version you’ll get until you open it).

Nobody I know was looking to buy generic small stuffed characters, but they did buy from this brand. As a company, Pop Mart’s success has been tied directly to Labubu’s brand strength, not because of traditional advertising. Last year, the line brought in over $430 million USD, and in the first half of this year, that jumped to $670 million USD (over 1/3 of the entire company’s total revenue).

Labubu is a cultural signal, not just a stuffed toy line — and the market has placed a ton of value on the brand’s aura, scarcity, and storytelling.

When brand is powerful, it does a lot of the heavy lifting for you. It wasn’t about ads or optimizing funnels…

I’ve seen it happen both in an agency and with organizations — it’s easy to jump on board with buying ads and other short-term tactics, not focusing on what really builds trust: Brand and people.

Customers, clients and communities don’t just follow logos — they follow brands they believe in. The same goes with non-profit organizations and charities — people don’t just donate to generic causes — it’s the credibility, people and impact that drive donations.

More than ever, we’re seeing that people follow leaders, experts, and the humans behind the work (but you know this if you’re following my content).

Last week, I gave a talk to fellow marketers about taking what I call the Brand-First Approach — something I’ve been teaching and speaking about lately, and applying with clients over the last few years.

Then, I came across a clip from Gary Vaynerchuk that perfectly summed up what I was saying.

Give this a quick watch:

I think it’s my favourite video from good old GaryVee in a long time — and I’ve seen hundreds over the years.

The psychology of brand

When you think about why people buy, it’s rarely because of a perfectly targeted ad or a well-timed sales funnel. It’s because they want to belong. They want to express identity, signal taste, or feel connected to something bigger.

That’s the psychology of brand — the emotional, cultural, and even social pull that comes before logic.

When we’re drawn to a product, service, or organization, it’s often because of how it feels — the story it tells, the meaning it holds, and what it says about us.

Nike didn’t earn decades of loyalty by emailing people into submission.
They built brand equity through purpose, consistency, and emotion.

Sales are short-term. Brand is forever.

The point is that sales tactics only work for so long. You can buy clicks, optimize funnels, and retarget people until your budget runs out. If you haven’t built a brand that people genuinely care about, those sales don’t sustain.

When you lead with brand — your story, your positioning, your promise — you’re not forcing anyone to buy. You’re inviting them to belong.

Funny enough, when you push less, that’s when sales start happening more naturally.

Brand comes first.

Whether you’re a founder, a marketer, or leading a nonprofit, branding isn’t a luxury or a “nice-to-have.” It’s the foundation. When you invest in it, every marketing effort becomes easier. Your audience already knows who you are, what you stand for, and why you matter.

Branding always comes first when you’re building anything that lasts.
Pushing for sales is secondary (and less necessary, if you’ve invested well in brand).

All of this goes into the Brand-First Approach — something I’ve been teaching in my talks and workshops. It applies not only to product-based companies but to nonprofits, startups and more.

What do you think?

Let me know where you’re at with all of this.

Want to grow your brand?

If you’re looking to talk brand, content strategy, or anything (other than labubu), just reply to this email or book a call here. Happy to chat.