why the best marketing happens outside the comfort zone

We can all agree that good marketing is about capturing audience attention.

People love a good story, and that’s something we preach deeply at vcm. But beyond a compelling narrative, let’s talk about the power of the unexpected and how pattern interruptions actually make your audience stop and take notice. 

This blog was inspired by the book “The Diary of a CEO” by Steven Bartlett. Shout out to our client for passing over this read! #eatsproutz 🌱 Let’s dive into some of the laws associated with Pillar Two of his book… Can you guess what the second pillar is called? Yep, you guessed it, “The Story”. Bartlett emphasizes the importance of storytelling in personal and professional life. As we dive into each law, we’ll give examples of how the new-age French fashion house JACQUEMUS effectively leverages these principles on social.

Useless Absurdity Will Define You More than Useful Practicalities suggests that the quirks and eccentricities of your brand often resonate more deeply with people than straightforward, practical information. In a world saturated with similar messages, embracing absurdity and uniqueness can set you apart. 

EXAMPLE: Their latest campaign with French Soccer, Jules Koundé is the epitome of this law. They said why be practical when we can be a little absurd?! Check out the BTS of this “custom” look. They could have introduced this partnership in a million different ways but instead, they did this. It’s so fun! It reeks of personality. 

Fight for the First Five Seconds highlights the importance of grabbing attention quickly… AKA the infamous hook. Why do you think we pay so much attention to visual and text hooks in social content? In a world of short attention spans, those initial moments are SO important to get people to watch and ultimately engage with your content. Every second counts, especially the first five. 

EXAMPLE: JACQUEMUS doesn’t do really text hooks, however their content is flooded with visual hooks. The first 5 seconds of their short-form content is typically so unusual you have to stay to watch where they’re going with it. Check out this reel or this one. 

Avoid Wallpaper at All Costs emphasizes that your brand should never blend into the background. Like wallpaper, which often goes unnoticed, a lack of distinction can lead to disengagement. We are psychologically wired to pay attention to the unusual; —it's a survival instinct that makes us alert to what’s different. 

EXAMPLE: They love CGI animations. It has become part of their brand. Talk about NOT blending in. Check this tiktok, this one, or this one. 

You Must Piss People Off – okay, period. While we often embrace our authentic selves in our personal lives, we tend to obsess over being liked by everyone when it comes to our brands… but ehh, does that really serve us long term? Provoking strong reactions is a powerful tool in marketing. By stirring emotions, you create memorable experiences that make your audience stop, think, and ultimately engage with your brand. The truth is, if you’re not tethering the line between healthy and risky controversy, your marketing might be BLEH. You’ve been warned. Discomfort often drives deeper conversations, fosters loyalty, and encourages your audience to take notice. Embracing this approach doesn’t mean being reckless; it means being bold and unapologetic about your values.

EXAMPLE: The Legend of the Puchaina was a bold move for a luxury fashion house. You should read the comments. Most people are confused, some are wondering if the account got hack (LOL), but on the other side of the spectrum they are commenting “THIS IS MARKETING.” and “Best marketing ad I’ve ever seen!”

The summary? The Best Marketing Happens Outside the Comfort Zone… it’s about embracing the art of unexpected marketing.

Ready to dive deeper? Totally recommend reading the full book, The Diary of a CEO by Steven Bartlett. Get it HERE.

xo, vcm