Stop Chasing Vogue. Start Building a Brand That Belongs There.

One of the first things I hear in a meeting with a new client is usually some version of this:

"We want to get into Vogue."

Sometimes it's Forbes. Sometimes GQ. Sometimes Condé Nast Traveller.

And every time, I find myself saying the same thing.

"I don't think that's your goal."

Not because those publications don't matter — they absolutely do. But somewhere along the way, we've reduced PR to a list of dream logos, as though one feature is what makes a brand successful.

It isn't.

PR as a Finish Line

For many founders, PR feels like a finish line. Land the feature, frame the article, share it on Instagram, and you've "made it."

The reality is very different.

PR has never been about collecting headlines. It's about shaping how people perceive your brand over time. The strongest brands aren't built through one big moment — they're built through a series of meaningful ones.

I've seen brands celebrate features in prestigious publications that generated little business impact. I've also seen thoughtful creator partnerships, founder stories, and niche editorial coverage spark genuine conversations because they reached the people who actually mattered.

That's the difference.

Visibility vs. Relevance

Visibility alone doesn't build a brand. Relevance does.

This is especially true in hospitality. A restaurant doesn't become successful because everyone has heard of it. It becomes successful because the right people recommend it, return to it, and bring others with them.

The same applies to hotels, lifestyle brands, and founders. The right story, shared in the right place, often carries far more weight than the biggest headline.

The Shift That Changes Everything

As I write this, I find myself thinking about the many conversations I've had with founders over the years. They often begin the same way:

"When can we get into Vogue?"

Months later, after we've spent time building stories, nurturing relationships, collaborating with creators, and finding the right audiences, those conversations sound very different.

The question is no longer:

"When Vogue?"

It's:

"How do we become the kind of brand that belongs in Vogue?"

Because that's the real shift.

The Real Goal

The goal was never to chase one publication. It was to build a brand with enough credibility, consistency, and cultural relevance that the biggest publications become a natural outcome — not the entire strategy.

And that journey is rarely built through one magazine.

It's built across editorial voices, creators, communities, and meaningful conversations that compound over time.

So perhaps the better question was never "When Vogue?"

It was always:

"How Vogue?"

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