Beyond Virality: Jason Feifer on Building Brand Association Over Mere Attention

In a recent LinkedIn post, Jason Feifer explores a common pitfall in marketing and personal branding: mistaking fleeting attention for meaningful association. Feifer, an entrepreneur and editor-in-chief of Entrepreneur Magazine, uses a recent viral hotel promotion as a case study to dissect the difference between grabbing eyeballs and reinforcing core brand values.

The Pitfall of Stunt Marketing

Feifer begins by highlighting a hotel that gained significant traction for recreating a room inspired by the children’s book “Goodnight Moon.” While the stunt undoubtedly generated buzz, Feifer cautions against viewing such tactics as a universal marketing strategy. He argues that the true effectiveness of such campaigns lies not in the novelty itself, but in how it connects back to the fundamental purpose of the business.

“This isn’t about attention. It’s about ASSOCIATION.”

According to Feifer, many brands and individuals fall into the trap of chasing “wacky stunts, doing anything to grab eyeballs.” This approach, he contends, is ultimately counterproductive if it doesn’t serve a larger strategic purpose. The critical question, as posed by Feifer, is:

“Does this help people remember what we’re ACTUALLY great at?”

If the answer is no, then the effort, Feifer asserts, is merely “noise.” He emphasizes that true marketing success comes from building a clear and consistent connection between actions and the core competencies of a brand or individual.

Association: The Key to Memorable Branding

Feifer’s analysis points to the Sheraton Boston Hotel’s “Goodnight Moon” room as an example of a successful campaign because it strategically reinforced what hotels inherently offer. As Feifer notes:

“When the Sheraton Boston Hotel recreated Goodnight Moon, it reinforced what hotels do best: sell escape, comfort, and a memorable night. That’s why it works.”

This strategic alignment, Feifer suggests, is what makes the campaign resonate and contribute to the hotel’s brand identity. It’s not just about being talked about; it’s about being remembered for the right reasons.

Applying the Principle to Professional Platforms

The insights shared by Feifer extend beyond traditional marketing and into the realm of professional networking and content creation, particularly on platforms like LinkedIn. He draws a direct parallel between the hotel’s viral room and the content individuals post online.

Feifer argues that while posting random content might generate engagement, it can also lead to brand confusion if it doesn’t align with what the individual wants to be known for. He stresses the importance of intentionality in content strategy:

“You can post random stuff that gets engagement — but if it doesn’t reinforce what you want to be known for, you’re just creating confusion.”

In essence, Feifer’s message is a call for strategic consistency. He concludes his post with a powerful reminder of the distinction between short-term gains and long-term brand building: “Attention is cheap. Association is everything.” This perspective encourages professionals and businesses alike to focus on building a durable brand identity through actions and content that consistently reinforce their core strengths and value proposition.