Why the Smartest Brands Are Building Attention Before Products

The marketing landscape has changed.

We’re no longer operating in the age of “build it and they will come.” Today, the winning strategy is “build attention, and they’ll ask when it drops.”

This isn’t just a trend — it’s a strategic shift. And the savviest brands are mastering it.

As a marketing professional, I’m increasingly obsessed with what I call the “media before merchandise” model. It’s simple: build cultural capital before building inventory. Attention isn’t just a byproduct of good marketing — it’s the foundation of modern go-to-market strategy.

Let’s take a look at three brands that have successfully flipped the script:

Rhode Skin 🍓

Hailey Bieber sold a vibe before a serum.

Rhode didn’t start with skincare specs — it started with an aesthetic. The now-iconic Strawberry Glaze wasn’t just a product; it was a mood, a look, a viral moment. By crafting a story that resonated emotionally and visually, Rhode turned product drops into cultural events. Scarcity marketing and brand storytelling fueled demand long before inventory hit the shelves.

Feastables 🍫 (MrBeast)

Built on views, scaled through fandom.

MrBeast didn’t lead with a chocolate bar — he led with trust and entertainment. When Feastables launched, it wasn’t just a new snack; it was a shared journey with millions of fans. The product was gamified, community-driven, and viral by design. This is a masterclass in audience monetization — loyalty first, merchandise second.

PRIME ⚡️

A fanbase before a formula.

Logan Paul and KSI didn’t need shelf space — they had reach. PRIME’s success wasn’t fueled by hydration science, but by hype. This is creator-led go-to-market at scale: demand was reverse-engineered through audience attention. By the time it launched, PRIME was already a cultural phenomenon.

The Marketing Shift, In Simple Terms:

• From product-market fit → to attention-market fit

• From “how do we get on shelves?” → to “how do we show up in culture?”

• From ads that sell → to content that connects

The Bottom Line

The most successful brands today operate like media companies before they act like product companies. They don’t just launch products — they build narratives, invite participation, and engineer desire. They build in public, with community, and for culture.

Even in B2B, the principle holds: those who win attention now, win conversions later.