Marketing 101: Who Gives a Damn about Kylie Jenner

Thursday, March 30, 2017

Photo Credit: Cameron Kirby

Kylie Jenner's net worth is a little over $18 million. She's 19. But she isn't successful. She's not "the shit", she's not "bad" or anyone to aspire to be. (I can feel the hate brewing) 

Kylie won the genetic lottery. She was born into a rich family, with a famous dad and sisters whose biological dad was a big shot lawyer in a high profile case. Her mom is a media genius. I don't even care how much you all hate her, Kris Jenner knows how to manipulate the media. (High praise to Kris.)

She was born into a family who was already a household name. She didn't go out there and hustle for it. 

The thing is Kylie was born into success. She was given everything she could ever need to create an empire. She was born into a family who was already a household name. She didn't go out there and hustle for it. 

Kris set up her childrens life so they could do anything they pleased. It's nearly impossible for any of them to fail. The name Kardashian is practically American Royalty. 

Think of it this way, would you buy Kylie's lip kit if it was attached to the last name "Smith". What if it was created by someone who worked her way up? Maybe Kylie was a small town girl who started an etsy store. Would you buy her lipkits off etsy? Absolutly fucken not. You're not buying the quality of the makeup. It's already proven Color Pop! uses similar formulas. It's not a dupe doesn't exist for nearly almost every product. You buy into Kylie cosmetics the same reason you buy Kloe's overpriced jeans or anything endorsed by Kim. You my dear, are buying an image.

And there's nothing wrong with that. This is where you probably expected me to rip the Kardashian/Jenner clan apart. They're not the problem. Kim and Kris are marketing geniuses. Kloe is hilarious. Kourtney is a business mongol. And Kendall found a way to make money off her genetic lottery. I can't hate the Kardashian/Jenner's because you're all buying what they're selling. 

You're either snake oil or currency.

Storytime. My Public Relations professor used to tell us that as we enter the business arena we had two choices. Be snake oil or currency. You either get rich quick or you build something that can grow for the next x years. You're either forgotten tomorrow or no one cares about you for a few years.

The point is we hate the Kardashian/Jenner clan because everything they do seems easy. Fast and easy money. Fast and easy success. Fast and easy brand deals. Mansions at 18. Sport cars at 16. They're blowing through their name because it's currency. As mentioned before, Kris built their family into a brand. This wasn't an overnight thing. She curated their image for years and made it impossible for any of them to ever fail.

The point is, you're not a Kardashian/Jenner. It's so easy to go on Instagram or Twitter or Facebook and see curated success. It's all snakeoil. All the brand ambassadors, every single influencer and every damn photo #GotItForFree. 

I know 20 year olds who have given up because they're not an influencer and they're not at Kardashian/Jenner fame. I know 25 year olds who think the easiest way to success is by making motivational videos on Youtube. 

When you're building a brand, you don't go fast. The steps we're taught in Marketing school are as follows:
1) Create a list of what you want to do as a company.
2) Create a list of the challenges you will face and how you address those challenges.
3) Create a list of the ethics you want to uphold as a company and what it takes to uphold those ethics.
4) Create punishments for when those ethics become broken.
5) Create a press release in case ethics become broken.
6) Repeat this process every year. Update it frequently.

You're a brand. Regardless if you're 15, 20, 30, 40, whatever. You're a brand. You're not snakeoil. The stuff you can put out into the world isn't a one hit wonder. You don't need success right now. You want it right now.

It's hard to continue hustling when no one notices you. It's hard to not go the easy route when Kylie gets paid to leave her house. And you're sitting over here paying to go to class. It's even harder when you realize Kourtney is the only Kardashian/Jenner to have a degree. Combined, they're worth more than you'll ever make in your life.

Or at least that's how it feels. But that's bullshit. When you view everything as a competition, the only side that wins is the one who doesn't view everything as a contest. 

Not today, but someday.

Build your craft. Fail a few 100 times. Keep trying. Everytime you fail you're building your brand. You don't become someone by getting handed success. You struggle, you lose sleep, you hustle, and you do things alone. But you do them, day in and day out. You're not building a snakeoil empire. You're not building instagram fame. That gets you what? A few brand deals if you're lucky? 

Stop comparing yourself to the people on your instagram feed. So what if you're at work 5 days a week? Who cares if brands aren't just sending you free shit? You have under 500 followers? Who the fuck cares? Building a brand isn't about who can be successful at 20. It's who has something to show for themselves at 35. You're not a failure because you didn't make something in your 20's. It would be amazing to be successful young. Maybe you'll have the next million dollar idea. And maybe you'll be the pope with the full body tattoo. The point is you're not snake oil. The point is if you want to build something that sticks, be patient. Keep hustling. Your story will inspire others. One day you'll have your own image. You'll have people who support your move. You're going to own the tallest buildings, everything will be adorned with your name. A scholarship will be awarded in your honor. Not today, but someday.

You have two choices in life. Become snake oil or become currency. 

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