A Quote by Adi Godrej
We find it much better not to try and take the Godrej brand across, but use very strong brands we have acquired in different geographies and push them.
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I feel the Godrej brand has generally come to signify trust to most consumers. 400 million Indians use one or the other Godrej product on a daily basis, and they have come to accept it. We will, thus, continue positioning Godrej strongly on the trust platform.
Our communication space is very fragmented today. We have a million different tools for different things with lots of different kinds of overlaps. The most natural way to try and solve that problem is to take all those different tools and try to make them smaller and fit into a single package and maybe integrate them across the boundaries.
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.
I find that when I put too much makeup on, or I use a certain brand, my skin will break out. I tend to gravitate towards water-based foundations because my skin absorbs them a little better and it doesn't break out as much. I use Hourglass Mineral Veil. It's so amazing.
If brands can find a voice that matches them, and the artist embraces it, they can find a way that would serve them that doesn't feel like a sellout to the artists and has dramatic impact for the brand.
When you use the same actors a lot, you get to know them and you realize that one movie can't explore all the talent that they have. You really have to give them several different kinds of roles, in completely different movies, to push them and to push yourself.
Actually - and ironically - people aren't really interested in a new brand form or flavor as much as they are interested in how a brand can change, impact, or improve their lives. They want brands around them that make them feel special and provide some social cache or confidence.
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.
'Raw' wants to be the better brand; 'SmackDown' wants to be the better brand. A bunch of alphas on both 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.
Every movie that I do, I always try and better myself in the next one and try and find a part which is more challenging. It's a little vulnerable to do that, to always push the envelope. You position yourself for a lot more flack or a lot more critique because you're trying to do something different. Sometimes you're good at it and sometimes you're not, but it's a chance you have to take to make life exciting.
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.
We have signed an exclusive licensing agreement with a company called TurnerPatterson, another African-American company, and what I thought would be a great vehicle for 'Ebony,' since it is such a strong brand name with tremendous loyalty, is to grow that brand name even more across different areas.
What I find really interesting is to try and mix it up, to push myself and try different things. I don't want to stay in my comfort zone. I want to take risks and keep myself scared.
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.
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.
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