The Power of Branding With Daymond John
Apple, Mercedes-Benz, I like Stephen Spielberg, Nike’s great. I think Swiss Army is an incredible brand. Jim Cramer.
Who can use retooling?
BlackBerry desperately needs help, because they haven’t successfully created the “halo effect,” the accessories that go with the brand. Comparing BlackBerry to Apple, once you strip away the technology, they don’t have anything to fall back on. Would you buy a BlackBerry television? I don’t know. BlackBerry is really about pure, clear, technology. Pure information quickly. But would you buy an Apple TV? Sure.
What does it take to keep a brand fresh and ahead of the curve?
Discipline and an open mind keep your brand fresh. Add a healthy dose of paranoia and you have a shot. You can’t get too comfortable in your situation because there’s always room for improvement. Things don’t last and life is all about change, so you have to be prepared for it.
In terms of keeping ahead of the curve, Twitter is essential. I spend hours searching for what people are saying about my brand @thesharkdaymond, or the upcoming launch of FUBU Legacy (@FBLegacy). It’s important to keep tabs on the conversations because people on Twitter tell the truth. As an executive, I can only benefit from knowing what the general public out there thinks about—and wants from—my brand.
As a businessman, should you keep your personal brand and your company brand separate?Not at all. I decided to keep a little bit of separation because even though I became known by being an apparel entrepreneur, I’m interested in many other industries.
What does it take for an entrepreneur to get a meeting with you?
The easiest way is going through my site, Shark Branding, and filling out an application. If I feel that there’s an opportunity, we’ll go from there. The other way is to come on Shark Tank.
To read more, visit www.portfolio.com.
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