Don’t Be a Monet Brand: What Clueless Teaches Us About Marketing
I’m fairly certain I agreed to go to Catholic school because the uniform looked a lot like Cher Horowitz’s yellow plaid masterpiece. And if I’m being completely honest, I think the reason I drive a Jeep Wrangler is… also Cher. That girl had range.
But beneath the knee-highs and pastel feather pens, Clueless is secretly one of the best brand strategy lessons of all time. It’s not just a movie—it’s a marketing case study wrapped in a hair flip.
Let’s talk about Cher Horowitz—teen queen, digital wardrobe innovator, and accidental marketing genius.
At first glance, Clueless is all fun and fluff. But look closer, and it’s a masterclass in brand positioning, storytelling, and the subtle art of influencing perception (without totally losing the plot).
Let’s break it down.
Cher doesn’t show up—she curates.
From her iconic closet software (pre-Pinterest goals) to her expert-level negotiation tactics in class debates and personal relationships, Cher knows that how you present something is just as important as what you’re actually offering. And that? That’s brand strategy 101.
She doesn’t wing it. She understands optics. When she decides Tai needs a makeover, it’s not out of cruelty—it’s an attempt at brand repositioning. Tai was the "grunge outsider" with a good heart, and Cher turns her into the polished, campus-appropriate version she believes will win hearts.
Now, is the ethics of this makeover a little dicey? Absolutely. But the marketing lesson still stands: packaging matters.
People will judge your book by its cover. But—and this is key—that only works if the inside matches. Tai’s makeover only truly clicks when she starts to believe in it herself. You can’t just slap on a new logo or pick a trending color palette and expect loyalty. A brand has to believe in itself for others to buy in.
Cue the iconic line:
“She’s a full-on Monet. From far away, it’s okay, but up close… it’s a big old mess.”
Oof. This one hits. That, my friends, is the ultimate callout of a brand that looks great from a distance—pretty feed, curated aesthetic, all the right fonts—but when someone clicks a little deeper? Crickets. Inconsistencies. No voice. No message. Just vibes.
That’s what I call a Monet brand: lovely from afar, but up close? A big ol’ mess.
And people can tell. Maybe not right away, but eventually your audience will sniff out the disconnect between your visuals and your values.
The fix? Don’t just be pretty—be clear. Be consistent. Be you. A strong brand doesn’t just know how to present itself. It knows what it stands for.
Cher also gives us a lesson in control—specifically, what happens when you try to control the narrative a little too much.
She orchestrates romantic plots, micromanages reputations, and plays matchmaker like it’s a full-time job. But by the end of the film, she realizes something crucial: you can’t force connection. Not in love. Not in friendship. And definitely not in marketing.
It’s not about tricking people into liking you—it’s about showing up as someone they can actually connect with.
The same goes for your audience. We’re past the days of polished perfection. People want honesty. They want real. They want to feel like the person behind the brand is someone they could actually talk to—preferably while eating fries.
And when Cher finally does have her fountain moment (you know the one), it’s not because she’s controlling everything. It’s because she finally lets herself feel everything. It’s human. It’s awkward. It’s growth. And that’s what builds trust.
So, what does all this mean for your brand?
Own your aesthetic, but make sure it matches your message.
Don’t chase trends—build from your values.
Avoid Monet energy. Get clear, get close, and don’t be afraid of depth.
Connection > control. Always.
And yes, your closet can be part of your brand identity.
Whether you’re launching something new, doing a glow-up on your website, or just trying to figure out how to show up more you, remember: even Cher needed a little clarity (and maybe a flirt with her ex-stepbrother) to figure it all out.
You’re allowed to evolve. Just make sure you’re evolving on purpose.
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✨ This post is part of our weekly series, Marketing Lessons from the Movies. Come back next week for a little Elle Woods magic in Legally Blonde and the art of owning your niche.