Sign a celebrity like Hilary Duff for brand ads

Yuliya LennoxWe are playing the monetization app subscription game and they don't have any other choice as well. Their products wouldn't sell if you were making them ugly. They are selling the prettiness. We are selling a function and that is something that is different there. Yeah.

David BarnardI agree generally as far as I think folks are way too precious on brand and think it matters. And you're just making 10K a month on your little side project and you're like, "Oh yeah, I would never do an ugly ad." And like you said, and then my branding is too important and I want to make sure the colors in the ad align with the colors of the app. And I love how you pointed out don't take Claude's advice because Claude is just going to tell you brand matters and everything needs to be pretty and the colors need to align and all this kind of stuff. But I do think there is a transition point. And with Ladder, even though he did say it's tough to determine the exact payoff, but they took a huge bet signing Hillary Duff as a influencer for the app, and it has already paid off.

David BarnardAnd he shared in the panel that almost immediately they saw a pretty big influx. And so at some point, maybe it's okay to let yourself, if it's performing and if it's working, to let yourself make that transition. But generally, I do think we are all too precious about that. So it's good to have that kind of pushback. And then you just have to justify it too. Then you have to like, why does brand matter and how is this going to pay off? And are we sure it's going to pay off? And you have to ask yourself those kind of questions where if you just default to like, "Oh, no, we need to be careful with the brand," then you're having to justify the performance marketing and it should really be the opposite.

Yuliya LennoxI can give you a couple of examples here, but one of the big mistakes that I did regarding the branding in Solid Starts, for example, I came there and I was like, "Nobody cares. Nobody thinking." But for some people when the brand is big enough, and Solid Starts is a very big brand. They care a lot about what it represents. And this is where it is. When you're talking about babies, when you're talking about real doctors, and that was like AI …