Pulling Back the Curtain: The Truth About Branding & Luxury PR
Photo by Freepik
The branding and PR industry has long been wrapped in a carefully curated package—one that highlights high-profile partnerships, dazzling sponsorships, and what seems to be an effortless rise to influence. But behind the scenes, the mechanics of branding, influence, and sustainable brand power tell a different story.
Shelby Leatrice Smith, founder of Phase Global Management (PGM), has spent years building luxury-focused brand ecosystems. Her work has shaped the public images of major cultural figures and ventures, from Lil Wayne to New York Fashion Week and high-end brands like Perduret. But beyond aesthetics and hype, she has witnessed firsthand where brands go wrong—and what truly moves the needle in branding and sponsorships.
So, what is branding really? Why do most PR strategies and sponsorship deals fall short? And how can brands stop chasing surface-level visibility and instead cultivate real, lasting influence? We sat down with Shelby to break down the truths most agencies won’t tell you.
The Branding Illusion vs. The Reality
For years, branding has been marketed as a simple equation: high-end visuals, celebrity endorsements, and viral campaigns equal success. But as Shelby explains, this formula is often just smoke and mirrors.
“Most brands—especially those in luxury—spend so much time curating an aesthetic that they neglect the deeper work of brand positioning,” she shares. “A beautiful campaign will turn heads, but if the foundation isn’t there, you’re just creating expensive noise.”
That foundation, according to Shelby, is built on alignment, authenticity, and strategy. She believes many brands fail because they mistake visibility for influence, assuming that if enough people see their brand, it automatically translates to success. “The biggest misconception is that visibility equals value,” she says. “Luxury branding isn’t about how many people see you—it’s about how you’re positioned, who co-signs you, and how aligned your presence is with your purpose. Aesthetics without strategy is just performance. In luxury, true branding is about precision, alignment, and legacy.”
Why Most PR and Sponsorship Deals Fail
The luxury space thrives on exclusivity, but Shelby argues that exclusivity alone doesn’t guarantee long-term brand success.
“I’ve seen too many brands throw money at sponsorships and partnerships without any real strategy,” she explains. “They secure a high-profile placement and think they’ve ‘made it,’ but six months later, they’re forgotten.” A common mistake she points out is brands paying for access or visibility without owning the moment. They’ll sponsor an event or do a celebrity collab and think that’s enough—but without a narrative to carry the momentum forward, the impact fizzles. “We’ve seen brands spend hundreds of thousands on a single activation that never led to repeat revenue or cultural impact—because there was no strategic follow-through.”
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Redefining Influence in the Luxury Space
So how does a brand shift from surface-level visibility to genuine influence? Shelby believes the answer lies in ecosystem-building.
“A brand ecosystem is the infrastructure behind influence,” she says. “It’s not just one campaign—it’s how your media presence, partnerships, community positioning, and brand message all work together. At PGM, we think long-term. We don’t just secure press—we build narratives. We don’t just place talent—we create alignment. That’s how you go from being seen to being remembered.”
As brands look ahead to the future, exclusivity itself must also evolve. “Exclusivity without depth is a dead end,” she says. “In 2025 and beyond, exclusivity must be redefined—it’s no longer just about being rare, but about being relevant, intentional, and culturally aware.” Shelby emphasizes that the future of luxury is in purposeful access—letting the right people in, for the right reasons, at the right time.
From Presence to Impact
Shelby also challenges the belief that visibility always equates to influence. “First, define what impact means to your brand,” she says. “Then make sure every activation is feeding into that bigger vision. You need intentional storytelling, consistent alignment, and a community or audience that feels seen.”
Influence, she notes, isn’t just about recognition. “It’s not just who knows you—it’s who listens when you speak and what they do with your message.”
Building Legacy, Not Just Momentum
For brands looking to pivot away from traditional PR tactics and lean into a more sustainable influence strategy, Shelby advises starting with the brand’s foundation. “What do you stand for? Who are you really trying to influence?” she asks. “Then look at how your partnerships, content, and visibility align with that purpose.” From there, it’s about building a strategy that goes beyond the next moment and starts planning for the next five years. “That’s how you start building legacy, not just momentum.”
Branding isn’t just about looking good—it’s about being good, strategically, sustainably, and authentically. As Shelby continues to shape the luxury branding landscape, her approach challenges brands to move past the hype and start investing in the real work of influence.
For those ready to rethink branding and PR, Shelby’s insights offer a rare, behind-the-scenes look at what truly drives success.
To learn more visit the Phase Global Management website.
