Have all the hot brands wanting to lease your retail space.Ī strong brand is the golden calf for any business owner, but getting there takes time, hard work, and the right strategy. Therein lies the power of a strong brand.Ĭharge what you want. Yet almost every time I've told someone I'm going snowboarding in Utah for as long as I've remembered, they've asked me, 'Are you going to Park City?' We rode at Park City, a globally-recognized resort in Utah, and while the experience was incredible, I couldn't help but think that it wasn't demonstrably better than the other, lesser-known, less expensive ski resorts I've been to. Last week I returned from a weekend trip to the mountains and, like usual, the plane ride home was ripe for reflecting and writing.

Marketing that has an endgame in mind, communicates with a clear customer persona in mind, and doesn't follow anyone else's playbook (it's authentic). Ryan is a master at what we call Authentic Marketing. While his fame certainly plays an important part in his success, it teaches us nothing if we just attribute everything to that.

Reynolds will reportedly make ~300mm from the Mint Mobile sale, and with his knack for being able to produce content that people actually want to watch, he'll likely be a billionaire many times over in the next decade.Ī lot of people will argue that his business success is just the product of his fame. Reynolds makes a lot of money from movies, but that pales in comparison to his earnings in the business world. They built a brand that makes people put their guard down, and they know exactly who their audience is and how to speak to them. They're wildly different from every other telecom provider commercial. Commercials are funny, they're light, they allow Ryan to play a stereotype that makes people trust him. Mint Mobile has been amazing to watch over the last couple of years. A great example of seizing an opportunity but doing so in a way that is authentic to the brand ethos. Aviation Gin created one of the best ads I've ever seen when they hired the 'Peloton Girl' for an ad just days after Peloton's Christmas ad caught so much flack. He used his brand to bolster the company's brand, but didn't stop there. In 2018 he signed with a relatively unknown gin brand called Aviation Gin, took the seat as creative director and co-owner, and helped them secure an exit worth over $600m just a couple years later. Ryan Reynolds is showing us the blueprint for Authentic Marketing, but since he's a celebrity a lot of people might write off his success and miss the opportunity to learn from someone who is one of the great marketing minds of today.

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