David Rosenthal: belief

Transcript context

…LVMH has now also built a corporate brand around reinvention. Would Jay and Rihanna trust the old stodgy, old Tiffany's, when they said, hey, we want you to be the global face, and we're going to totally blow everything up and appeal to a completely new set of people? I don't know if you do that deal. But if it's Bernard, Alexandria Arnault, and the rest of the family, and proven success... I think the calculation for Jay-Z, Beyonce, Rihanna, and anybody of that stature, is not a purely financial one in these things, I don't think anywhere close. Their brand value is the most important thing to them. They can be very certain now partnering with an LVMH group brand or group of brands within LVMH that it's not going to hurt their brand value and probably will enhance their brand value. You can't say that about any other luxury group out there. Yeah, this is an interesting point from the luxury strategy also about using celebrities in luxury advertising. One can't outshine the other. You need to pick celebrities that elevate the brand a little bit or brands that elevate the celebrity a little bit. But you can never have too much of a mismatch, or else someone goes, someone got paid. If you have a really high-end actor come and advertise your new startup jewelry brand, people go, wait, what? And they don't trust your brand.…

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