When Vibes Eat Marketing: Why Gut Feel Beats Big Brains
Economist Kyla Scanlon coined the term vibecession: when economic data says we’re thriving, but people feel like the world is burning.
In other words—logic says “up only,” but your soul says “nah, bro.”
Now apply that to marketing.
Metrics are clean. Decks are polished. But the campaign? Flat. Nobody cares.
Welcome to your marketing vibecession.
This is where vibe marketing shines.
What’s vibe marketing?
It’s marketing by feel, not formula. Less “strategy deck,” more “what would my weirdest friend send me at 2 am?”
Vibe marketing trades polish for punch. It’s emotional, instinctive, culturally tuned. It doesn’t try to win awards. It tries to win group chats.
Like Krishnamurti said: “Intellect is limited… but sensitivity is not.”
Translation: your brain can run the numbers, but only your gut knows what slaps.
Discipline Disguised as Chaos
Few teams embody vibe marketing like the creative collective MSCH. MSCHF’s wild drops (Big Red Boots, Tax Heaven 3000) look like chaos, but their process is rigorous:
2 idea brainstorms/week
Written pitches only
Senior team scores them
Good ideas marinate for 3 months before production
10–12 month timeline from pitch to drop
Vibes feel spontaneous, but MSCHF shows that structure behind the scenes actually protects the vibe.
The Startup Built on Vibes
Roy Lee (founder of Cluely) got kicked out of Columbia. Most founders would hide that.
He turned it into a brand.
Slogan? “Cheat on everything.”
Their lo-fi videos, meme-native tone, and anti-institutional attitude scream: “We’re not here to play by the rules. We’re here to rewrite them.”
Cluely doesn’t feel like a startup. It feels like a rebellion with a link-in-bio.
Why Vibes Win
People don’t remember what your campaign said. They remember how it made them feel.
Intern-crafted tweets beat strategy-deck-approved copy because they’re loose, weird, and honest.
Marketing isn’t a courtroom. It’s a street fight. Authenticity beats credentials every time.
Use AI as a sidekick, not a soul. It’s great at grammar. Terrible at gut feel.
Now let’s get to the framework...
VROOM: A Gut-First Framework for Vibe Marketing
Want to vibe responsibly? Here’s how.
V – Vibe Check
Feel before facts. Would you send this to a friend? Would you laugh? Gasp? Cringe in a good way? If not, the vibe is off.
R – Read the Room
Know the cultural moment. Timing and tone matter. What feels fresh today might feel fake tomorrow.
O – Observe
Watch how people talk, scroll, joke. TikTok comments are better research than Nielsen reports.
O – Orient
Align your instincts with your audience. What do they feel right now? You’re not the hero. They are.
M – Make It Happen
Don’t overthink. If the idea hits, ship it fast. Let the weird intern cook.
TL;DR?
Less polished, more real.
When things feel too scripted, throw out the script. When everyone’s chasing logic, chase vibes.
Because in a world of polished nonsense, real always resonates.