A Quote by Simon Mainwaring
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.
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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.
Brands are selling our self-esteem back to us, through association. We need to own our brands.
But by shining these lights in different places, they really have uncovered things that companies in their own interest are trying to clean up. We're not going to get rid of the realities of global competition. But these companies, like Nike or Gap, have global brands that they want to protect.
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.
As brands become larger, the need to reach greater numbers of customers makes them less edgy and dilutes their unique positioning as they try to please everyone. It is therefore not surprising to find such brands go into a few years of decline before they are able to reinvent themselves.
It seems like not a lot of the world's issues can be solved by big government. But they can be solved by brands, and brands putting their best foot forward need advertising.
Chinese brands will face many obstacles when marketing to Western consumers. Beyond the associations with poor quality and unsound environmental practices, they generally do not have the marketing capabilities or budgets to build powerful global brands.
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.
There's an adage that is an apt description of the new dynamic at work between brands and consumers connected through social media: People support what they help to build. But now that many brands are launching community-driven cause marketing campaigns, the challenge becomes what to do next?
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.
There is no self-interest completely unrelated to others' interests. Due to the fundamental interconnectedness which lies at the heart of reality, your interest is also my interest. From this it becomes clear that "my" interest and "your" interest are intimately connected. In a deep sense, they converge.
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.
I am not only an athlete and sports entertainer, but also have a huge passion for fitness, beauty and fashion, so I am open to many different types of brands. When it comes to brands approaching me, I just need them to be very specific, to the point of what they want and need from me.
I don't think so, in that Virgin is already a global brand. Brands like Amazon have had to spend hundreds of millions of pounds you know, building their brands, whereas Virgin is already well-known around the world.
Brands are facing a new competitive landscape in which self-definition, core values and purpose will increasingly define their ability to reach customers that only allow what is meaningful in their lives to pass through their filter.
If children are hungry, they need to be fed. It's hard to learn if your stomach is growling. We need to take that on. If students can't see the blackboard, need eyeglasses, we need to do that. If students need a social worker or counselor to work through the challenges they're facing at home in the community, we need to do that.
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