00:00As humans, we have innate, really, really powerful bullsh** detectors.
00:05And you can just tell when someone is trying to get you to do something.
00:20We cannot be bystanders.
00:22We can intervene.
00:24It's on us.
00:30It doesn't have to be more complicated than this.
00:39It has to be, number one, what is it that I'm really trying to say?
00:42At the core, what is it that I stand for?
00:45Consumers wouldn't care if 75% of the world's brands disappeared tomorrow.
00:50And I think the point of that is brands today have to stand for more than products or services
00:56or being transactional or just selling something.
01:02Once you have that belief and you know what you're trying to say, you have to be very
01:05consistent with it over time.
01:07I mean, simple example, if you look at Nike and Reebok, Nike's consistently delivered
01:11the same story throughout time, and Reebok has changed their story every two or three
01:16years.
01:17And no one looks at Reebok as one of the greatest brands in the world, whereas Nike's always
01:22been one of the greatest brands in the world.
01:26The Pepsi Kendall Jenner ad is used sort of in our industry as one of the biggest mistakes
01:34when brands are trying to stand for social good or for purpose and wasn't authentic to
01:39either the celebrity or the product.
01:41So Pepsi, obviously, it's a well-known product.
01:45It's always talking about pop culture and associating with pop culture icons, but it's
01:50never been associated with doing social good or having a purpose.
01:54And so that combination coming together and then trying to say, you know, we can come
01:59together over a Pepsi was just a colossal misfire.
02:07Messages can get so convoluted and complicated and you want to throw in the kitchen sink,
02:12but really powerful branding and advertising is really about editing.
02:17And the simplest ideas always went out the day.
02:20If you think of the Sistine Chapel, you can think of the creation of man.
02:26And you think of the client as, you know, the Pope or the Catholic Church, and the brand
02:31is Catholicism, and the best ad agency of the day was Michelangelo, and he's painting
02:37the creation of man on the Sistine Chapel, which is telling a story that people come
02:41and view and try to understand, and it helps convert people to religion.
02:48In a modern age, character is much more important than facts and logic and argument.
02:57Don't look at things from a transactional point of view.
03:01Look at playing the long game, building relationships, not looking at going for the sale.
03:06It bucks the old adage from Glenn Gary, Glenn Ross of ABC, always be closing.
03:11My philosophy is never be closing.
03:13And you don't look at things in terms of short-term gain.
03:16You look at them as long-term relationships that you're building, and that will pay off.
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