The skies are red as the sun sets over a sprawling bungalow in Bukit Tunku, with laughter echoing across the shimmering swimming pool. Bats are occasionally making divebomber runs towards the shining blue, while the tinkle of champagne glasses peppers the hum of gossip and rumours.
“What took you so long, old sport? Busy making ROI decks for your bosses eh, trying to prove your campaign was successful?”
The words rang out, mockingly yet with a tinge of friendly banter, to take the edge off. Gatsby smiled expansively at me, with the object of his affections, Daisy, gripping his arm tightly, while her husband Tom smouldered behind the satay station…who knew that evening was going to end in a car crash that wrecked not just several lives but also our marketing plans…
April 10th 1925.
One hundred years ago, a twenty nine year old
F Scott-Fitzgerald published a book of which he harboured high expectations. Modelled partially on his own failed teenage romance, and blending in a real-world murder case, the book sold around twenty thousand copies, which fell short of the young writer’s expectations.
He would die fifteen years later, thinking of himself as a failure. But fate and World War Two had other ideas. Hundreds of thousands of copies of The Great Gatsby were distributed to US troops in Europe, to raise morale and the book had resonance with those young lads thousands of miles away from their homes and loves.
The book’s critical reputation was re-evaluated and it kept gaining respect. Perhaps one of the most famous aspects of the novel is its cover art—a piercing face projected onto a dark blue night sky and lights from a cityscape—an image that was created by a cover artist before the book was finished, which the writer then worked into the text itself as a key symbol.
The book was soon regarded as the quintessential American novel, and it has today inspired countless movies, party themes and dress codes, around the world.
But as a literary epic celebrates its centenary, what can marketers learn from the glitz and glam of jazz’s golden age, and the Roaring Twenties of Gatsby?
Make no mistake: The Great Gatsby is a novel rife with branding elements, visual storytelling, and audience perception—making it rich like Russian caviar in marketing lessons. Though set in the 1920s, the themes resonate with today’s challenges facing brand-building, influencer culture, and the pursuit of customer loyalty. So here we go, old sport!
1. Build a Powerful Personal Brand
Jay Gatsby reinvents himself—from James Gatz, son of poor farmers, to a glamorous, mysterious millionaire. He carefully curates how the world sees him. The world wants to be invited to his fabulous soirees.
Marketing learning: Consistency in message, look, and story builds attraction. The casual way in which Gatsby flaunts his wealth attracts many. Like Gatsby, brands must craft a compelling persona, and attract audiences with the promise of a good time or a good experience. But unlike Gatsby, brands should be careful to be authentic and parsimonious with how they spend their dollars.
2. Storytelling and word of mouth as a superpower
Gatsby’s entire life is a compelling Hero’s Journey, in the classic mould of Campbell: rags to riches, war hero, Oxford man, lost love. People talk about Gatsby and gossip about him.
Marketing learning: Great marketing is narrative-led. Brands that tell emotionally resonant stories stand out. Think of Nike Air Jordans or Leica —their narratives matter more than just product features. The Great Gatsby might even be greater as a brand: it is a book that works on the basis of positive word of mouth, passed on through generations. No ads needed, just a great storyline.
3. Exclusivity and Spectacle Attract Attention, which could be ephemeral
Gatsby’s parties are legendary, overflowing with champagne, mystery, and celebrity-like appeal.
Marketing learning: Events, experiences, and limited-edition launches create FOMO. Exclusivity fuels desirability. But without substance behind the spectacle, interest fades. And the moths i.e. consumers get attracted to the next flame. So great brands learn how to convert hype and FOMO into loyalty.
4. Know Your Audience—but Don’t Be Blinded by Them
Gatsby tailors his life for Daisy—his ultimate consumer—but never realizes she doesn’t share his dream. She was his great motivator, and he bought the house, threw the parties and risked his all, for her. But in the end she was part of the “careless people”, who move on, insensitive to the heartbreak and hurt they have caused.
Marketing learning: Obsess over your audience’s needs, not just your projection of them. Use data, empathy, and feedback—not just assumptions or nostalgia. And remember consumers can get attracted to the Next Big Thing. Hence keeping your brand refreshed and “new” for existing customers is critical.
5. Aspirational Positioning Works
Gatsby represents the American Dream, the magic of possibility, a mysterious transformation. His lifestyle is aspirational.
Marketing learning: People do buy into dreams, not just products. Brands that stand for a bigger idea—freedom, self-expression, status—connect more deeply than others which are functional. Everyone needs meaning in their lives: even the beautiful Daisy going through her own quarter-life crisis.
6. The Illusion Can’t Replace the Product
Gatsby’s brand is strong—but the foundation of his stature is weak and undependable (his possibly illegal businesses, his emotional need for Daisy etc)
Marketing learning: Great branding can spark initial interest, but it won’t sustain loyalty. The product or service must always deliver. If your product’s sales are not growing, you may need to go back to the drawing board and examine the market fit. This might be more meaningful than just changing your agency or throwing marketing spend at the problem, as a quick fix.
7. Being too attached to the past can kill your brand
Gatsby longs to “repeat the past”—but culture and context move on. Daisy, for a brief, shining moment, considers leaving her husband for her earlier love, but then practicality resurfaces.
Marketing learning: Don’t romanticize past glory. Brands must evolve with time, stay relevant, and anticipate the future—not recreate yesterday. The market, like Daisy, could be pragmatic and tomorrow-focused. Adopt new tools and techniques like AI, predictive data analytics and beyond to see how your brand can stay future-proof.
If The Great Gatsby were a marketing campaign, it could grab a Cannes Lion for capturing our imagination across a century. In terms of storytelling and emotional impact it is unmatched.
But you don’t want your brand to burn bright and then disappear because of too much focus on spectacle without substance. Understanding the consumers’ true needs and desires is critical, and today’s marketers have many tools to use in this pursuit of the shape-shifting audience.
In The Great Gatsby, Jay Gatsby’s funeral is sparsely attended, a stark contrast to the lavish parties he hosted. Nick Carraway, Gatsby’s only close friend, organizes the funeral, and the only mourners present are Nick, Gatsby’s father Henry C. Gatz, a few servants, and Owl Eyes, a man who had attended one of Gatsby’s parties.
A sad end to a short and exciting life. Don’t let your brand burn brightly briefly via advertising only to fade away unmourned.
And if you don’t quite connect with the above piece, my apologies. Don’t fret. Just read The Great Gatsby as a work of fiction, quite simply one of the best ever written. With one of the greatest lines to ever close a book.
