A Quote by Kevin Systrom
Brands, musicians, and public figures were among the first to embrace video on 'Instagram', and we've been impressed with how brands have extended their reach with video ads.
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I know some brands second-guess working with me because I'm a boy that likes makeup. I think brands shouldn't just appreciate boys that wear makeup, but they should embrace it. And I feel like some brands forget they need personality. I have plenty of it.
When I arrived in Ford, a decision was made to sell many marquee brands. This was because 85 per cent of the sales were from Ford and Lincoln brands. We were clear that for the company's strong future, we needed to focus on the Ford brands.
I do endorse brands: brands that I believe in individually, brands that I use, brands that I am proud to sell. But I wouldn't do that for my films because that's something I do separately. What I do with my films is something I am extremely passionate about.
The first video I shot for "A Zip and a Double Cup"â€"I have two versions, a remix video and a the originalâ€"because I wasn’t really trying to do anything. I just came home and got kind of high and shot a video in the parking lot. I just shot the video how I wanted to do it and posted it online and the next day it went crazy.
Too many companies want their brands to reflect some idealised, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.
Brands are the solution, not the problem. Brands are how you sort out the cesspool.
After my first video, I went out and had chicken noodle soup with my sister and manager. We were like, 'How rock n' roll are we? Celebrating the first video with chicken soup.'
By investing in diverse asset types from SD video to HD video to 4K video, we can satisfy the video needs of a wide array of users.
When I was growing up, the brands that were most powerful were people brands, like Michael Jackson or Madonna. They stood for something that, perhaps, wasn't wholly who they were, which then became an image that they sold. That's still a brand to me.
Because several 'Titans' characters have been used in video games, I've got royalty checks for six figures. And I had no knowledge of this until I opened the mailbox, because I don't follow the video game world!
Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise, brands will be investing in technology that consumers simply won't buy.
I see "demand creation" as a 20th-century construct that's bound up with advertising. It's an outmoded view of marketing that says, "First, we build a product or service, then we advertise it into people's lives." Embedded this view is the belief that companies control brands. This is a myth. My message all along has been that brands are actually created by customers, not companies. Companies only provide the raw materials - the products, messaging, behaviors - that people use these to create brands.
Most brands that are called luxury brands today are not true luxury brands. The globalization of fashion and luxury means you now find the same luxury brands in every city. The stores look the same, the products are the same. It is still a very good quality product but it is now readily available to everyone. It's a kind of mass luxury.
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.
My creative process is a bit manic at times, to be honest. I wake up Monday and Thursday stressed because I don't have a video. I usually - with the exception of maybe a handful of videos - wake up, write the video, shoot the video, edit the video, release the video all in the same day.
I think that the strategy around FYI is really a corporate strategy, and that's that every one of our brands that we invest in have to matter and that we need to commit to building brands and investing in those brands, or we need to get out of that business.
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