Tommy Hilfiger's Genius Billboard: How He Hacked Perception to Build a Fashion Empire

• In 1985, Tommy Hilfiger launched his brand with a controversial Times Square billboard, not products.
• The "Hangman" style ad listed Hilfiger alongside established giants like Ralph Lauren and Calvin Klein.
• This audacious move generated immense curiosity and controversy, establishing him as a "giant" before selling a single shirt.
• Hilfiger defied traditional marketing, selling "identity" and "prestige" through "perception hacking."
• Today, Tommy Hilfiger is a multi-billion dollar global brand, built on the foundation of that 1985 billboard.

Why It Matters: Tommy Hilfiger proved perception can build an empire, defying traditional marketing with a bold billboard.