There was a period of time in America where the advertising world actually went to the housewives of America and had them write jingles that would appeal to them. It was actually brilliant marketing.
The bottom line is that red carpet helps us broaden the appeal of the brand. Calvin Klein used to be about a very specific woman, but we've dressed so many different women at awards.
Yeah, every artist I think should look at themselves as a brand because the more appealing your brand is, the more money you can make off your brand.
One reason Zipcar succeeded was its branding: cool, hip, smart, urban, fun, innovative. Who wouldn't want to be associated with that?
Today, when you're marketing a brand, you can't try to appeal to everybody. You should speak to a group of people and create them as loyalists.
Not every brand is for everybody.
What I find is that when young people find a brand they relate to, that they feel speaks to them, they want it in every format they can get.
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.
Any brand that attempts to live off a retro appeal is only going through a short second life cycle.
If you look at the brands that I like, there are brands I like because of the clothes; then, there are brands I like because of their attitude and mentality.
Women are wanting to wear my clothes not only because they're great clothes but because of what we represent.
We must be able to appeal to the CCO and CMO with programs that have purpose at the core, that start movements and solicit views of the core community of brand supporters.
I don't pretend to be any different just because I win tennis matches, so hopefully brands appreciate my approach and my likeability, because it's who I am.
