A Quote by Adam Braun
A major celebrity is a major brand, and major brands pick very critically what other brands they're going to associate with. So an A-list celebrity usually picks an A-list brand.
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Talking to people from the heart matters, and it's unfortunately something brands have forgotten about. Celebrity endorsement deals try to gain recognition for brands, but at their core, what matters is if the celebrity truly backs the brand.
Coming to LA and working with brands connected with celebrity was a very different experience. I thought it was interesting to work with someone like Justin Timberlake and to work with the phenomenon of celebrity in the U.S., and also to take on the challenge of taking a celebrity brand and adding credibility to it.
Retailing has become fiercely competitive. Today there are many large global fashion companies who have opened up mono-brand stores in major cities around the world. When I first opened my boutique in New York, in 1985, there were almost no other European luxury brands present with their own stores. Now Fifth Avenue is packed with huge stores from major Italian and French labels.
Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
Doing a play in New York is ticking off a major, major bucket list thing for me.
Console game publishing has become more like theatrical release film-making and it is very hard if you are not one of the major publishers, and even for them it is hard unless they are working with major game brands.
The challenge at this point is helping a brand understand they're not just commissioning a viral video but tapping into an existing fan base and an audience that's very loyal... It's two brands working together: the Rhett and Link brand and their brand.
If a brand wants to build social communities, capital and influence, it must become the chief celebrant of its community, not its celebrity. This simple shift in approach unlocks enormous transformative potential for brands.
I'm even stunned at some of the majors you can get in college these days. Like you can major in the mating habits of the Australian rabbit bat, major in leisure studies... Okay, get a journalism major. Okay, education major, journalism major. Right. Philosophy major, right. Archeology major. I don't know, whatever it is. Major in ballroom dance, of course. It doesn't replace work. How about a major in film studies? How about a major in black studies? How about a major in women studies? How about a major in home ec? Oops, sorry! No such thing.
What drew me to this job is that Univision is a brand unlike any other in all of media. Univision has the highest brand affinity of any brand, and that includes Microsoft and Apple and some of the iconic brands in all of industry.
Brands are in your face 24/7; I'm sure you've consumed a couple brands today. So it's fun working with them. People recognize brands, and people are starting to recognize my brand.
Brands are the solution, not the problem. Brands are how you sort out the cesspool. ... Brand affinity is clearly hard wired. It is so fundamental to human existence that it's not going away. It must have a genetic component.
Perhaps the most powerful lesson other brands can learn from Nike is the need to act in accordance with the reality of the world we live in. In a mutually dependant, intimately connected global community facing several major crises, brands need to operate with an expanded definition of self-interest that includes the greater good.
One major should not get you into the Hall of Fame - maybe one major and 40 wins. I'm not gonna pick a guy with one major and 11 wins.
There are two brands of discontent: the brand that merely fosters greed and snarling and back-biting, and the brand that inspires greater and greater effort to reach the desired goal. Which is your brand?
There are still people, obviously, who are stopping you and want a selfie because they need to justify their own lives by being in close proximity to a celebrity... but those are minor with me. I'm not a major celebrity.
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