You Want a Strong Luxury Branding? Your Target Is Not B2C. It’s Media.

Most founders and CEOs get marketing completely wrong. They think their audience is the customer. They optimize for likes, comments, and vague “engagement.” They try to be visible everywhere, to everyone.

But here is the reality: visibility does not come from the crowd, it comes from amplification.

And amplification comes from one place: media.

If you want a powerful personal brand, your real target is not B2C.
It’s the people who control attention at scale.

Media Is the Real Gatekeeper of Influence

You can spend years building an audience. Or you can trigger one article that changes everything.

Media is leverage.

• One feature → instant credibility

• One headline → mass exposure

• One story → cultural relevance

But here’s the catch: media is not neutral. They are either with you, or against you. Ignored is the worst position. It means you don’t exist.

The Jacquemus Play: Don’t Ask for Attention. Engineer It.

Simon Porte Jacquemus understood something most entrepreneurs never will:

You don’t ask for coverage. You create something impossible to ignore.

When he staged the now-famous “Jacquemus en grève” moment in Paris, blocking attention with unexpected, disruptive imagery, it wasn’t random creativity.

It was targeted. "Jacquemus on strike", Simon Porte Jacquemus had neither contacts nor budget, until this iconic slogan propelled his brand.

"French people love striking. So I went on a fashion strike...I made sure TV and social media giants were present. My protesters were mainly friends" Simon Porte Jacquemus.

Because getting the attention of Vogue is not about sending a press release.
It’s about creating a moment that demands to be written about.

And more importantly:

A moment that makes the journalist look good for covering it.

Your Real Job: Make the Media Win

This is where most CEOs fail.

They approach media like this:

“We need visibility.”
“We have something to announce.”
“Can you talk about us?”

Wrong approach.

Media doesn’t care about your needs.

They care about:

• Stories that captivate

• Angles that stand out

• Content that drives attention

So the right question is:

How do I give them something that makes them look brilliant?

Give Them a Story Worth Writing

Journalists are not distribution channels. They are storytellers under pressure.

Your role is to make their job irresistible.

That means:

• Not being predictable

• Not being corporate

• Not being safe

It means being:

• Bold

• unexpected

• slightly unreasonable

Because no one writes about what feels normal.

They write about what feels new, strange, and impossible to ignore.

Stop Pitching. Start Staging.

The traditional PR approach is broken:

• Press releases

• Generic announcements

• Polished but empty narratives

This is invisible.

What works instead:

• Stunts

• sharp positioning

• cultural tension

• strong points of view

You are not “sharing news.” You are creating a moment.

If It’s Not Exciting, It Won’t Exist

Ask yourself one brutal question:

Would a journalist be excited to write this?

If the answer is no, nothing else matters.

Because safe is forgettable, polished is ignorable and expected is invisible

The media ecosystem feeds on energy, novelty, and contrast.

If you don’t bring that, someone else will.

Media Is a Power Game

Let’s be clear:

You don’t control the narrative. Media does.

Unless you understand their incentives, which are speed, exclusivity, originality

You will always be chasing attention instead of owning it.

The strongest personal brands don’t beg for coverage.

They force relevance.

Conclusion

If you want a strong personal brand, stop thinking like a marketer.

Start thinking like a headline.

Your audience is not the customer scrolling passively.
It’s the editor deciding what deserves attention.

And in that game, the rule is simple:

"Don’t ask to be seen, create something that cannot be ignored."

Apogema.