Where did this vision come from of you about branding and wanting to build or make or not make brands?
So I've been working with brands for about three decades.
I've worked as I said earlier to you, I worked in the advertising industry.
I work for a brand that is one of the top 100 brands in the world.
I've seen brands falter. I've helped brands try to succeed and some have not.
And so for me it's understanding what is it that makes a brand.
And to me you got to come up with a clear definition of what a brand is.
And my definition, I'm kind of paraphrasing a great quote from Maya Angelou,
which is a brand isn't about what it says or does, but how it makes its customers feel.
So it is about a feeling. That's what a brand is.
And that feeling resides with those people that consume that brand.
Doesn't stop you from making all the touch points create that feeling,
but that feeling exists within the customer, not with the brand itself.
So how do you build a brand?
It's like how do you create a human being? Same thing. It's very complex.
There are things you can control and there's things that you can't control.