Billboards vs. Binoculars

If you’re reading this, you’re already familiar with what we do, BUT we wanted to bring you all more into our world of marketing and branding. Consider this a quick, free masterclass, continue reading for the lesson.

There’s a secret some of our favorite brands like KITH and Aimé Leon Dore have mastered so well: the idea of Billboards vs Binoculars. Think about all the times you’ve seen a billboard while driving, but paid it no mind. You can’t even scroll on Instagram these days without an ad showing you four shops with the sunglasses you Googled the other day. The world is saturated in billboards telling you what to buy. The key to being desirable these days is to make your audience feel like they have a choice in how they’re being influenced. It’s like when your mother tells you to do something, but you were already gonna do it on your own terms. Brands that pay more attention to putting the ball in your court succeed every time.

That’s billboards, but where exactly does the concept of binoculars come from? Brands like KITH and Aimé Leon Dore pour more into their creative, something we at Royal Creative emphasize in all we do. These brands give their audience a peek into their lifestyle and world to allow YOU, the consumer, to decide if you truly like them for them. This subconsciously makes us want to indulge in their brand even more by purchasing their products because who doesn’t want to be gang?? The key is not to focus on telling people what to buy, but rather showing them what your brand is about. Let that sink in then thank us later!