The Price of Personality

Let's say you're new to Earth.

How much would you invest in your personality?

No one knows you, and you learn that earthlings value authenticity, reliability, and a good sense of humor.

Imagine you're a little Neptunian upstart whose boss, the Minister of Interplanetary Tourism, has tasked you with gaining the earthlings' trust so you can convince them to visit your beautiful blue planet.

Luckily, you have the ability to obtain these traits instantly.

However, it will cost you 100,000 Neptoons.

Do you do it?

You're damn right you do.

ⁿ100,000 is an investment in not only yourself but all of Neptune.

And that's all branding is. Yet, most earth-based companies spend all their resources on sales and marketing, overlooking their brand.

In 2020, New Balance flipped its mix from 70% performance to brand-led storytelling. Nineteen months later, revenue surged 30% and they became one of the fastest-growing sneaker brands in the world.

And you know brands matter. You know people will pay more for New Balance than Sketchers (up to 60% more).

The only difference between you and our Neptunian friend is that he can do it instantly. But we know that any smart investment takes time.

And, so does everything that's actually worth doing.

The smartest companies don’t just spend to sell more. They spend smarter to matter more.