The REAL Definition Of Quality Content l Keynote In 5

we don't have a lot more time putzing around we must get much more relevant very quickly grounded in platform and culture truths we need to leave our insecurities and Egos and ideologies at the door and walk into these boardrooms and win on consumer truth can someone here Define quality for me if it sells the price so that's interesting you've just real we need to be friends immediately I agree with that one of the absolute things we should judge when we say quality is does it sell the product I do believe quality has to factor in it achieving the mission at hand which is to get someone to buy it I also believe that the way quality is debated in every boardroom in the Fortune 500 cpg landscape is completely based on someone's opinion if it is hitting luxury enough funny enough irreverent enough their personal opinion and so I think that we must Define quality first I think everyone here intuitively understands if they had to bet their children's health on it what the tick tock would look like to make it sk2 cell probably looks very different than what would be approved by everyone in here and that becomes the debate that I would like to have because why are we emotional about what is relevant today luxury around the world requires for growth to do Partnerships with streetwear brands do you understand 25 years ago if you told Louis Vuitton or Gucci or Hermes that they would be doing collaboration deals with Street kids from Queens they would laugh you out of the room but they got to a point where they couldn't win on relevance enough anymore without them we must learn from what's happened prior to us if you do not acquire 25 and 27 and 20 year olds who as you know every day are requiring more and more from their formulas so much so that our point of differentiation on the massive incredible formula we have continues to close the gap if we do not become relevant under 35 and yesterday we will all wake up and realize that it was our era that put the executives that are dealing with the issues five years from now in a pecurious spot while you are the custodians of this iconic brand I ask you to not put the next group in a pecurious position my friends we don't have a lot more time putzing around we must get much more relevant very quickly grounded in platform and culture truths and we must allow our insecurities and Egos and ideologies we need to leave them at the door and walk into these board rooms and win on consumer truth we must we have to challenge and we must talk to our bosses bosses with respect but with Candor of what's actually happening with the consumer and you all know it that's me you know that's the part that's what motivates me to do stuff like this if I can get one person in here to just say you know what I am going to say something in the next meeting I don't believe that the circulation of this magazine is actually how many Impressions we're getting yes enough I believe in marketing and branding over everything but measuring brand is like measuring love God I understand that you have reports to justify it but it doesn't mean it's true so we need to bring Common Sense back to the table when we have media and creative together which is a whole nother conversation that has to happen in this industry we must bring back media and creative together Under One Roof for one agency so we can hold them accountable because this whole game of this is doing nothing for us the model that I believe in is desperate to be held accountable to business the industry has done everything to not be held accountable and so that's how I would do it with brand because you know you're affecting them not because of discounting not because you're good sales organization you have incredible placement within the store it's because you've proven that messaging has compelled more people to buy something than not and so that's how you would do it thank you oh yes thank you and I would love to take a photo I think with everyone sure