Kendall Jenner Redefines Brand Leadership With 818 Tequila

Is there anything the Kardashian-Jenner family can’t do?

Kendall Jenner, who just debuted on the Forbes 30 Under 30 2024, recently launched a tequila brand called 818, and she did it anonymously. Yes, you heard that right, Jenner chose not to leverage her name or her Kardashian family's name for the 818 brand.

This bold move challenges conventional norms in a way that I find truly refreshing. Can you imagine the skepticism in the boardroom among traditional marketers when they were instructed not to use her name in the marketing launch? I'd say it was a move that raised more than a few eyebrows.

But herein lies the essence of innovation: thinking differently, trying new approaches and, yes, rebelling against the norm. Many marketers are afraid to do this despite the proven success of such strategies. And that's before we even talk about the purpose of marketing. Innovation in marketing has never been more important, especially given the new generations that are more immune to traditional marketing tactics than ever before.

So, what can we learn from Jenner’s audacious move?

Firstly, I believe Jenner’s anonymous marketing move underscores a fundamental truth: no amount of marketing wizardry can salvage a subpar product. Her decision to let the quality of 818 tequila speak for itself is the ultimate statement about the importance of having a product that can stand on its own merit. It’s also a relevant statement to today’s Generation Z and builds trust among younger audiences. Trust is crucial, with 61% of Gen Z willing to pay more for brands they trust, according to Hootsuite.

Yes, I can already see Kendall Jenner laughing all the way to the bank.

Furthermore, by launching the 818 brand anonymously, Jenner has demonstrated true commitment to her audience, and that speaks volumes. How? She lets the product shine without relying on the Kardashian-Jenner celebrity clout—actions that, in many people's minds, will speak louder than Instagram followers.

In the dynamic mindset of Generation Z, there's a steadfast belief that a brand's values should mirror their own, and they should passionately promote and communicate these values, irrespective of the brand's size or influence. They hold the conviction that every brand should actively contribute to enhancing today's society, embodying a proactive role in making positive societal strides.

Last but not least, Jenner’s decision to launch the 818 brand anonymously and then reveal who is behind it creates a compelling narrative. The Kardashians, once again, exhibit their daring spirit as pioneers in crafting stories that resonate.

Their ability to dare to win and captivate audiences is nothing short of inspiring in a world where attention is a precious commodity. A staggering 92% of Gen Z express a desire for brands to craft ads that unfold like compelling stories, according to The Brand Shop. Statistics further reveal that 55% of consumers are inclined to remember a narrative over a mere list of facts, underscoring the profound impact of storytelling. Moreover, an influential 68% of consumers attest that brand stories play a pivotal role in shaping their purchasing decisions.

And let's not forget the valuable lesson that, yes, you can be both a model and a mogul. The Kardashians epitomize the understanding that nobody comprehends your brand better than you do. Their journey from reality TV fame to business mogul status challenges preconceived notions, and I believe it reaffirms the power of self-knowledge in leadership.

Undoubtedly the planet's most renowned clan, the Kardashian-Jenners boast a confirmed mastery in the art of the ten-figure game. Take, for instance, the shapewear empire Skims, an offspring of Kendall's sister, the iconic Kim Kardashian, recently appraised at a staggering $4 billion. Meanwhile, the younger sibling, Kylie Jenner, orchestrated a lucrative deal in 2020, parting with a substantial stake in her cosmetics empire, Kylie Cosmetics, for an eye-watering valuation of $1.2 billion. Talk about a family that effortlessly turns fame into formidable fortunes!

As I reflect on The Kim Kardashian Principle written six years ago, the laughter at the notion of the Kardashians as world leaders back then has now firmly transformed into acknowledgment. And today I’m saying not only Kim but also her sisters have not just redefined celebrity but also what it means to be a business leader.

This transformation is nothing short of massive — an undeniable testament to the Kardashian-Jenner impact on the evolving landscape of leadership. Don’t you think?

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)