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What should brand be?

Alex says brand should be aspirational, an ideal nobody fully reaches, pointing to North Face's Everest imagery and his own $100 million launches, meant to convince people he could at least get them partway there.

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Key takeaways

  • Because somebody would think, "Huh, I don't think I can do 100 million, but like he could probably help me make an extra million." So, it's like, I have to go all the way here to prove to somebody that they're like, "Okay, he can probably help me get to here." Brand has to be aspirational.

Chapters

  1. 0:00
    Abschnitt 1 People buy North Face jackets because they're like, "Oh, the jacket stands up on the peak of [music] Everest.

Full transcript

Locally archived YouTube transcript with timecodes. Speakers are assigned heuristically and may be corrected editorially.

1 segments

0:00People buy North Face jackets because they're like, "Oh, the jacket stands up on the peak of [music] Everest. It'll probably keep me warm from the car to the building." Like, why do I do $100 million launch? Because somebody would think, "Huh, I don't think I can do 100 million, but like he could probably help me make an extra million." So, it's like, I have to go all the way here to prove to somebody that they're like, "Okay, he can probably help me get to here." Brand has to be aspirational. Think of it as an ideal that no one will ever achieve. And then you want people as close to that as you can. And the people that you're like, "This is who we want. These people are cool. They capture our essence."