David Rosenthal: uncertainty

Transcript context

…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. Let's not say a startup. I think this illustrates also maybe some of the difference between the power at the holding company level versus a brand level. Let's say Hermes wanted to do a campaign like that. I don't know, I think that's a big risk for a celebrity of the stature of a Beyonce to do that. Even something a brand is great as Hermes. They've never done anything like this before. That would be such a radical change for the whole organization. Whereas LVMH, even though that was a radical change for Tiffany to do this, that's just another day in the office for group LVMH. That's an interesting point.…

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