What a monk, a real estate mogul, and a musician can teach us about marketing
I’ve spent the past four years asking people who broke the marketing rule book how they actually did it, and trying to figure out what we can learn. These are almost always CMOs, but every once in a while, I ask leaders and entrepreneurs who do not hold that title how they approach marketing. A Zen teacher who runs a meditation center. A reggae musician carrying his father’s legacy while carving…
Three unlikely marketing experts— a Zen monk, a reggae musician, and a real estate mogul—each offer unique insights into the core of brand building. These professionals, who come from vastly different backgrounds, all arrive at the same conclusion: a brand’s identity is forged through consistent, character-driven actions over time.
The monk, Koshin Paley Ellison, emphasizes that feelings turn into thoughts, which then manifest as words and actions. Over time, these actions accumulate to shape a brand’s character. Similarly, the musician Ziggy Marley underscores the importance of genuine expression: he writes songs for himself, not for others, allowing his true character to shine through his music. This authenticity resonates with audiences, drawing new fans without the need for extensive audience segmentation.
In contrast, the real estate mogul Ryan Serhant showcases how character can be cultivated and leveraged. Despite entering the industry amidst the financial collapse of 2008, he persisted with unwavering energy and a commitment to his work. He even shifted his approach by incorporating improv classes for his sales team, reinforcing the idea that confidence is developed through daily practice, not innate talent.
Each of these figures illustrates that character is not something you can manipulate through data or analytics alone. As the monk notes, character is built through daily, often mundane, actions. Similarly, the musician and the mogul emphasize that maintaining authenticity and energy—regardless of external circumstances—can drive long-term success. Ultimately, these stories underline that the essence of branding lies in what you do consistently, not just what you promise or what tests reveal.
Written by urgent.news from Fast Company's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
