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The longer I do business the longer I believe in a single truth:
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0:00Think of brand, like a bunch of flowers on a table. If we don't put them together, it is just a bunch of flowers. Now, as soon as we put them together, we create an association. And so, we create a bouquet. But, the bouquet never actually existed. Like, it's the same three flowers. The bouquet only exists in the fact that we have associated them together. And as soon as I put them back on the table, the bouquet disappears. And that is how ephemeral brands are.
0:25It's only based on the association that we make. What's interesting about this, though, is that you can change how the bouquet looks. If it was all roses, it would be a much stronger rose bouquet than having many different flowers in it. So, now let's play a game, dead flower. If you hand a bouquet with a broken or dead flower on it, it ruins the whole bouquet. R. Kelly, despite all the roses he has, I'm being real, has a very serious broken flower, and no one cares about the rest of it. Interesting.
0:53But, if we had an entire hotel full of roses and one broken one, Michael [music] Jackson, everyone's just willing to look the other way for the broken rose.