The Delusion of Presence

The Power of Holding Back

Sometimes, the strongest move is doing less.

Welcome to The Delusion Series—the no-BS guide to calling out the myths marketers keep telling themselves (and their customers). Today’s delusion? The belief that being everywhere automatically makes you relevant.

We call this The Delusion of Presence:

The idea is that more posting, more channels, and more visibility = more value.
Spoiler: It doesn’t.

In fact, some of the boldest, smartest brands are proving that restraint isn’t weakness.
It’s strategy.

Just Don’t Do It: Why Nike Stays Out of the Sneaker Resale Game

Nike is everywhere—except where it chooses not to be. Case in point: the resale market. While Nike sneakers dominate StockX, GOAT, and every hypebeast’s wishlist, the brand doesn’t dip a swoosh into the aftermarket cash grab. And no, it’s not a missed opportunity. It’s a calculated power move.

Sometimes, just don’t do it is the smartest strategy in the playbook.

1. Power Over Profit

Nike could launch a resale empire overnight. But instead of chasing pennies on the back end, they’re playing the long game—controlling their narrative, not just their margins. They’re not selling scarcity. They’re selling legend.

2. Scarcity That Screams

This isn’t FOMO. It’s design. The lack of access builds tension. Desire. Obsession. The SNKRS app becomes a ritual. That’s not an accident—it’s behavioral economics in a box. If Nike started scalping its own drops, the mystique would vanish faster than a Travis Scott collab.

3. Silence That Speaks Volumes

By not entering the resale arena, Nike avoids being one more brand in a messy, bot-ridden marketplace. Their absence isn’t passive—it’s dominant. They don’t follow the resale hype. They hover above it.

4. Clean Hands, Clean Brand

Let’s be real: the resale world is a minefield. Bots. Counterfeits. Price-gouging. Nike’s refusal to monetize it keeps their ethics intact and their brand out of trouble. It’s aligned with the MAC playbook: authenticity, transparency, and truth over trickery.

No Filter, No Feed, No Problem: Lush Logs Off

In 2021, Lush Cosmetics did what most brands wouldn’t dare:
They ghosted social media.

Not a strategic pivot. Not a quirky rebrand. A full-on ethical walkout.

Instagram? Deleted.
Facebook? Gone. TikTok? Don’t even.
They didn’t just silence their DMs—they took a stand.

And guess what?

They didn’t lose relevance.
They found resonance.

1. The Attention Economy? Lush Said "Keep the Change."

Lush looked at the business model behind these platforms—dopamine loops, behavioral tracking, algorithmic manipulation—and said, “Nope.” This wasn’t about marketing efficiency. It was about not being another cog in the exploitation machine.

They refused to sell bath bombs in a space that thrives on FOMO and mental health erosion. That’s not radical. That’s responsible.

2. Digital Minimalism, Brand Maximalism

Without the noise, Lush got louder in all the right places. They focused on what they could control: in-store experiences, ethical supply chains, employee advocacy, and brand storytelling that didn’t require an algorithm to be seen.

No reels. Just real.

3. Reputation Over Reach

Here’s the irony: stepping off social media didn’t shrink their footprint. It expanded their credibility. While competitors were busy chasing attention with lip-sync trends, Lush doubled down on advocacy and product transparency. They weren’t just marketing self-care—they were modeling it.

That’s what MAC calls walking the walk, not just posting about it.

4. More Trust, Less Tracking

By pulling out, Lush earned customer trust in a way most brands can’t fake. They showed they value people more than pixels. And that trust? It’s sticky. Long-term. No need for retargeting ads when your customers actually believe you give a damn.

The Subway Conductor Test

Ever ridden the subway and heard the conductor shout louder and louder, repeating the same message over and over?

Did it help you understand them better?
Nope.
You just tuned them out.

That’s what most marketing sounds like now.
Same message. Same channels. Same “engagement” tricks. Just louder.

Repetition doesn’t drive relevance. Relevance drives relevance.

The Networking Illusion

And let’s not forget professional ghosting—the silent cousin of overpresence.
Ever had someone say: “Let’s follow up next week!” and then vanish?

Making noise, making promises, showing up in name only—that’s not connection.
That’s noise. And it breeds distrust.

Presence isn’t about being visible.
It’s about being intentional.

What Real Marketers Should Ask

The Delusion of Presence thrives on insecurity: “If we’re not posting, they’ll forget us!”
But what if they remember you because you chose not to be just like everyone else?

Ask yourself:

• Are we showing up out of fear or strategy?

• Are we adding value—or adding noise?

• What does our brand gain by holding back?

• Where would saying less make us stand out more?

Sometimes the strongest move in marketing is not showing up everywhere—but showing up on purpose.

A MAC Reminder: Restraint is a Strategic Act

At the Marketing Accountability Council, we believe marketers should:

• Post less if it means saying more.

• Skip channels that dilute their voice.

• Value depth over frequency.

• Communicate with intention, not obligation.

This isn’t about silence.
It’s about respecting your voice—and your audience’s attention.

Because the brands that win tomorrow aren’t the loudest.
They’re the ones you lean in to hear.

Follow The Delusion Series

The myths marketers keep telling themselves are loud.
We’re here to cut through the noise—and the excuses.

Previous entries:
→ The Delusion of Digital Ad Impressions
→ The Product Delusion
→ The Growth Delusion
→ The Branding Delusion
→ The Objective Delusion

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🎯 MAC is setting the standard. You just have to stop shouting and start thinking.