To restart a brand, you have to make people forget what it was.
The risk of any great luxury brand that has its history in the past is that it can get dusty.
It is going to be changed to straight P. Diddy. You could call me P. or Diddy, or P. Diddy. I just want something fresh, man.
If your customer base is aging with you, then eventually you are going to become obsolete or irrelevant. You need to be constantly figuring out who are your new customers and what are you doing to stay forever young.
We use Ann sparingly right now so that people don't get tired of her.
You have an iconic character in Superman. You want to keep him vital and relevant to the audience as it evolves. So there's a creative dynamic.
My mandate to myself since I've been involved in these movies was 'make every single movie different, so there's never 'X-Men' fatigue.'
Just as established products and brands need updating to stay alive and vibrant, you periodically need to refresh or reinvent yourself.
When we started, the business name was 'Fashion 21.' And change it to 'Forever 21' later.
As a performer, you're constantly re-branding.
There's no more exciting moment for me as a brand strategist than a turnaround.
Nike used to be known as Blue Ribbon Sports. What's now Sara Lee used to be Consolidated Foods. And Exxon was once Standard Oil Company of New Jersey. These were name changes that worked. But for all the ones that do, there are 10 or 20 that don't.
You need to have a redesign because familiarity breeds a kind of complacency.
Oftentimes, successful brands can lose discipline or become complacent over time, applying less rigor to the cost control and returns on investment.
Nelly Furtado has the right idea in reinventing herself.
