Attention Isn’t Affection: Good American and the Myth of All Press

Confession: Every time I hear “all press is good press,” a little part of me dies inside.

Okay, maybe that’s a bit dramatic. But UGH, I really don’t like that phrase!

Especially when it comes from PR and marketing people!

“Well, at least people are talking about you!”

Okay, but WHAT are they saying?

Over the weekend, my TikTok feed was full of drama about Good American’s NYC pop-up.

The brand, co-founded by Khloé Kardashian and Emma Grede, is known for inclusive sizing and body confidence.

Creators were invited to an exclusive preview, RSVP’d and received confirmed time slots. Some waited in the rain, only to be turned away.

An exclusive first look at… the sidewalk.

Naturally, TikTok had THOUGHTS. But some of the anger was aimed at the creators.

“She only has 1,000 followers!”

“Influencers are so entitled!”

“They deserved it!”

Sorry, when did follower count decide someone’s worth?

I’ve worked with influencers. Some were lovely. Others were… a LOT. I understand the frustration with entitlement.

But some of the BEST content came from smaller creators. Many were creative, kind and excited to work with brands. A big following isn’t a personality reference.

No one was owed free jeans or a private audience with Khloé Kardashian. But expecting to enter an event you’ve been invited to? Pretty reasonable!

Good American got TikToks, articles and lots of attention. Some people called it a marketing win.

Based on WHAT? People talking?

People laughing at influencers doesn’t mean they love your brand.

Remember Barbie Dream Fest? Mischief Management ran it under a licensing deal with Mattel. When things went wrong, the Barbie name got dragged into the criticism.

And Broadway’s Spider-Man: Turn Off the Dark got endless headlines, but closed without earning back its costs.

Publicity and success are not the same thing.

So, what would I do about Good American?

Acknowledge what happened and personally apologize to the creators who were turned away.

A small goodwill gift, with no strings attached, could be a nice gesture. Then review what went wrong and fix the guest list, time slots and communication for future events.

Look at Haus Labs. After mishandling creator Golloria’s criticism of its bronzer shades, Lady Gaga publicly apologized. The brand paused the launch and expanded its range from six shades to eleven.

Different situation, but a useful lesson.

Don’t just manage the headlines. Fix what went wrong.

And please, measure more than views and likes.

Did the campaign build trust? Strengthen relationships? Sell more jeans?

Because attention isn’t the same as affection.