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Hello and welcome. You're listening to Marketing Matters on the Wharton podcast
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network, our weekly podcast where we analyze the latest in advertising, marketing, customer behavior, new
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product launches, branding, retailing. I'm Barbara Khan, the Patty and JH Becker Professor of Marketing, and I'm
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joined by my co-host, America Swed, the Whitney M. Young Jr. Professor of Marketing and the brand identity. Hello,
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America. >> Hi, Barbara. Okay, so I was talking to my 14-year-old Zora Fabiana Reed and uh
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as you know her, she's been on the program >> and she is fiercely into skin care in
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the beauty space. You know this >> and she's beautiful skin. >> I love it. You know what she asked me?
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She said, "Daddy, I want a gift." >> And I said to her, you know what I'm
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going to do because I'm affiliated with the Wharton School? I'm going to bring
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in the number one beauty company in the world. That's number one. And then point
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number two, from a HR and talent perspective, because she might be interested in working at one of these
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companies, I'm going to also potentially bring in the company that does the number one youth innovation event in the
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world. >> Oo, >> and I'm going to get dad credit for this. So, what what have we got today
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that we are super excited about? are so lucky to have here with us in the studio, which is really fun to be in
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person like this, Adam Cornblum, who's the chief creative officer for US brands
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at L'Oreal. And I have to say, Adam has been on the show before. Yes. He really
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knows marketing manners and he knows his marketing and he's the most creative guy
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we've had in a really long time. >> And you you must not be on every day.
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>> Adam, we are so psyched to have you. Welcome. >> You're totally cool. Can I just going to
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give you some props to start off here? >> Well, this is great, >> dude. You are like a brand yourself. The
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the jewelry when I when I saw you >> I noticed you took yours out. >> You know what I'm telling? I got to we
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got to level up, man. >> Yeah. No, I love it. >> So, we are excited to have you here and
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we we want to pick your brain for the next 24 minutes. >> I'll tell you why it is so exciting to
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have him here. He drives disruptive creativity across 17 brands. But what's cool about him is he started the first
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in-house guorilla marketing creative agency. He is previously he was the senior vice president and global head of
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digital marketing at Sarave and we talked about that with him last year but that is such a cool campaign we got to
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talk about it again. >> Definitely. >> Tell us first of all tell us what it
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means guerilla marketing creative. Why why did you start that? What's going on
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with that? Yeah. So, you know, I think uh especially in this traditional atmosphere that we're in, traditional
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advertising, um the idea is how do we disrupt, especially a big company, right, like L'Oreal with all these big
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brands, um we really can't do things the same way. We have scale, but in order to
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really disrupt, we need to do guerilla social media type of marketing. But if we had a brand, we were starting
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$100,000, right? we would choose to do some stuff that would really build buzz, that would really drive word of mouth.
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And I think that it's important that no matter how big you get, you remember
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that, right? So, you kind of want like imagination to meet budget. >> Um, and I think that that's the really
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the goal. >> And what's cool about you is that even though you have a what looks on paper
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like a pretty traditional background, you came to it in different ways. Like for in before you got here at L'Oreal,
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you were at Oggovy which is one of the biggest advertising agencies in the world and I would think you know
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traditional marketing that's ogvy but that's not how you got to right. You
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came through a different door. >> No, it's true. Yeah. No, I started as an
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entrepreneur. Um, I was in college, senior, supposed to go to law school and I remembered that I added credit cards
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to the game Monopoly when I was like 8 years old and uh I mentioned it to some like finance guy and I was a philosophy
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guy. So, I was like, when I met this person, I was really scraping for a conversation to have with this finance
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guy because I'm like philosophy. Yeah. And I like dug as deep as I can go and
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then remembered that I had a credit cards to Monopoly. And I said it and he was like, you know, we're going to be
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going through a credit crisis. Like, you should think about doing this. Interesting.
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>> So, I go back to school and I Google a credit card game. And I see that Visa
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came up with uh the game of life with Hasbro. Got it. >> But it was a debit card game.
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>> Debit card. So everyone was like, "Oh, kids." You know, they're just trying to
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get their brand in front of everyone. They're not even teaching. So I was like, "Oh, wow." You know, I could take
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this credit card game, take American Express's like gold, platinum, blackard
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system, >> put it on a game, sell it to AMX for $300 million. >> That was like my thought as a senior in
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college, you know, didn't necessarily happen. The $300 million or or or American Express part, but um however,
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my first >> The game part happened. >> The game part happened. But when I uh so
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I pursue this, I graduate, supposed to go to law school. >> And so I build a business plan. I read
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about how to file some like trademarks and copyrights and you know do all this stuff. And then I'm like
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>> a law school background. >> The law school. Yeah. I pretend I pretend I was like I can get into law
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school. I could be a lawyer, you know, like I could do this. I got this. I just read a book. Um so my first move was
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actually to call the CEO of American Express. Um so I go I lived like an hour away from New York City. I drive down to
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American Express because I figured if like I'm in the lobby, I won't just take
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no for an answer when I call. So I call the back of the platinum card and I'm
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like, "Hey, can I please speak to Kenchanol?" He was the CEO at the time.
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And they're like, "Huh?" You know, so I like kind of kept going and then they're
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like, "I'm sorry, sir." No. Then I was like, "Oh, you know, I said a few more
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things." They put me on hold and I was like, "They're asking somebody."
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>> Wow. >> Like I think I can like pull this off. So I'm like, "Please tell whoever you
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ask that I have the refute to Visa's game of life." And I get put through.
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>> So like his his personal assistant gets on and uh he's like, "All right." So
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like, "What do you got?" Give him the elevator pitch. And he's like, "Do you
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want to like send something over?" And I was like, "Yo, I'm up. I'm downstairs.
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I'll send it up." So I was like, "I feel like I feel like Jason Bourne." You
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know, >> I'm in the lobby. >> Yeah. I'm in I'm in the lobby. you know,
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it's also like 15 like this was like not appropriate, but back then it was like
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>> Yeah, it was a hustle. >> Um, so I knew at that point I probably had like three weeks before American
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Express was like, "Sorry, kid. Life doesn't come that easy." >> So I started calling like billionaires
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and like millionaires and being like, I'm in talks with American Express, which was in theory true, right?
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>> Um, so I land this meeting with this billionaire. He passed away. His name
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was Charles Wong. He um co-founded Computer Associates. So, I get this meeting. I mean, it took like 40 calls.
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>> Yeah. >> Every day. >> Um, so I score this meeting with him and
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it was my first business meeting like in the real world. I have no idea what I'm
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doing. So, I read all of his books >> and I'm like, "All right, I'm going to
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tailor my presentation to the chapters of his books, you know, and like try to mirror his language a little bit."
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>> Good thinking. Um, that's marketing >> is the only thing I knew how to do, you
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know? I was like, I mean, I read about how to do that, you know. Um, and so I get this meeting, I meet with him, and
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he's like, "All right, so like, what do you need from me?" This is a life lesson
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that whenever someone powerful and rich says, "What do you need from me?" You
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just have an answer. You know what I mean? Like, you just throw out a number, it doesn't make a difference. And I'm
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like, "I need you to make some phone calls." >> You know, remember, I'm a kid,
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>> okay? Like, I just graduated. I just need some someone to help me out. >> Yeah.
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>> Um, and he's like, "Well, listen, >> what a waste of He's like, "If you ever
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need any money, come back to me." So, I left just being like, "This is so
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strange," you know? Like, >> this went so good, but I but so wrong at
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the same time. Like, I don't get it. Like, I mean, I was right there. >> Um,
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>> and then so I leave just being like, I just need a billionaire, but not for
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money clearly because I would have asked for it if I had any brains, right? >> Um, but just for social capital,
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>> social capital. So, I decide like I was reading about Howard Hughes, Walt Disney
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at the time. And I was like, you know, if Howard Hughes was alive today, like what does MySpace look like?
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>> And like who better to come out with like a new credit card game than a
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billionaire to like try to fix the planet, the world, some martyr mission. >> Y.
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>> So, I create this fictitious billionaire, >> build all these websites, like hack
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Google. At the time, like if you Googled Monopoly, you found like this billionaire trying to save the credit
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crisis, you know. Um, and yeah, amassed millions of followers. MySpace was big at the time, so this is like a hot
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minute ago. >> Yeah. Um, understood. >> Yeah. And uh, the CEO of Hasbro gets
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wind of the billionaire. This was on purpose. >> Fake billionaire. >> Yeah. Yes. He was he So, but the
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>> And did you answer the phone like as the fake billionaire? >> So, actually, the fake billionaire
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actually had a personal assistant, >> you know? So, it was like a universe. It
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was just me and my best friend that like we just went down this hole. Yeah, >> like the personal assistant's name was
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Jamie Sky with two Y's. Like don't know how we got there. >> Um but yeah, it was pretty pretty
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fascinating. But throughout like the journey, >> it was pretty crazy to like, you know,
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meet with different people. >> Um and yeah, so the CEO of Hasbro gets wind of it
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>> on Facebook >> and uh we have a conversation and he invites us in and they acquire the game.
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>> Wow. >> Um all in like nine ten months and I had literally no idea what I was doing.
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>> Wow. So that was like a really cool start. >> Pretty surreal, >> you know.
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>> And that is what you mean by gorilla marketing, right? >> Yes. I mean like social, right? Like any
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anything we could do like we were taking uh like you know when you see like you're driving by like on a parkway and
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you see a sign it's like vote for blank. Yeah. You know like we were just actually picking up those putting white
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pieces of paper on top of them and then printing out our own stuff. So we weren't even buying new ones, you know.
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We were >> um just and putting them everywhere. We're getting like cease and desist
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letters from towns and like New York. It was awesome. When we got a cease and desist, we were like, "Yo, they're
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noticing us." >> You know, >> that that's your big that's your KPI.
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You start getting season. >> So, like I know we talked about this a little last year, but I do want to build
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on it just because it was such a huge success. So, you took that same kind of idea, which is crazy in my opinion. This
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whole story is ludicrous, but you did it with Saravee. I mean I'm so like you're
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telling us that story because it's this idea of the creative way of approaching
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something and it can yield real results. So tell us quickly like the intuition behind Sarah Bay. I mean now it's been a
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while like when it happened which was I think the Super Bowl of 2024 is when it was really big.
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>> I remember at the time everybody knew this campaign. I mean really everybody.
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It was so wellnown cuz you were in the right place at the right time with a crazy silly idea in my
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>> opinion. >> But it matches this and this is what you mean by gorilla marketing versus right.
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>> You know I think that all too often like we just don't realize that if we don't
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have a story just create one >> and I think that that's >> no but but that is what marketing is
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right like it's imagination. it meets reality and like you get people to believe something or they want to
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believe something >> and I think like you know for Saravee at the time with the Super Bowl it was like
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well how do we create a story >> that actually owns the Super Bowl before the Super Bowl even starts
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>> you know and I think it was like what's the story we can tell >> um and one of the ideas was all right
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well you know we want to >> we want to say that >> when you say as she hears it she's like
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wow So I mean I guess like principally speaking Michael Sarah saying that he developed Saravee which was Sarah
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actually developed with dermatologists obviously >> which he clearly didn't develop
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>> which right clearly didn't develop it I suppose like plays on this fictitious
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storytelling right >> um but it's immersive and people you know and like we love being told stories
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like it doesn't change >> so it was like all right well how do we bring people into a bigger story
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>> but I think what really worked which is the same thing with this madeup
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billionaire you know idea is that it wasn't It wasn't like you were fooling
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people. People knew that Michael Sierra did not invent. >> It was incredible.
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>> I mean, but that's the beauty of it. It's such a good story, you know, and I
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think that's kind of the gorilla aspect of it like that. Maybe that's what you
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mean by developing this at L'Oreal now. >> Yeah. No, totally. I mean, I think it's,
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you know, it's really at the heart it's like disruptive storytelling where
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you're like, I want to pay attention to that. I'm curious. I'm intrigued. I want
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to follow along, >> you know, and I think at the heart that's that's truly the goal because
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we're like in this attention economy. Yeah. >> So, how do we get attention, right?
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>> And then you're not going to get attention just like doing what everyone
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else does. That's correct. >> Stuff you got to say. I mean, Michael Sarah, I remember at the time like he
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wasn't a social media star. >> He doesn't even have social media. Wait,
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wait. He doesn't he doesn't even have social media. Okay. >> Such a ludicrous choice. And the only
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reason was Sarah V. Michael. But you know, but the amazing part about that is is it's a great lesson because him not
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having social media was like, "Okay, we need to build a story around him and get
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people to talk about it around him." Whereas I think a lot of brands when they have like a big spokesperson, they
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go, "All right, our spokesperson's going to post." Yeah. >> And it's like, okay. And sometimes they
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stop there where it's like, "Our spokesperson can't post >> because he doesn't have social media. He
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doesn't have a smartphone, you know. Um, so >> on the internet, you know,
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>> and he didn't invent the product. >> And he didn't invent the product.
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>> He didn't invent the product. >> What I loved about that story though was
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part of the reason Sarave is a great brand and it's part of your positioning
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is because it was invented by the right people, dermatologists, not Michael Sarah.
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>> Exactly. >> I mean, and that's why this crazy story, >> it was crazy like a fox, but I don't
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know how much was deliberate or lucky or whatever, but it was crazy. >> Super deliberate. Super del.
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>> Yeah. And I think I think a big a big point here. >> I think a big point here is is the idea
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that because what we're talking about here is not creating a gimmick. That's
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something else. We're talking about >> we're talking about deep deep thought,
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you know? So the more you actually pull back like the messaging just keeps getting deeper and better. I mean that
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was what was so good about this campaign. And then like you said creativity or whatever you said
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craziness I forget exacts big budget when you get to Super Bowl. That's big budget. Now you take this
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idea and you scale it. >> Once you become bigger and you have a budget, it's easy to rely on the budget.
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It makes total sense. Like we all we're all here every day. You start making a
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few dollars and you're like, "Oh, okay. I forgot that maybe what five bucks
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feels like when that's all I have." >> Um, so I think it's like a good reminder
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of how do you take $100,000 and make it feel like $5 million. I love that, >> you know? And I think like that's like a
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huge thing that I don't think uh, you know, we think about often enough. So, I
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don't know if you have ever heard of Juicy Tubes. >> Oh, yeah. Oh, yeah.
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>> Wait a minute. Lip gloss. >> Juicy tubes. Where's this going?
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>> Not what you think. >> So, it is a lip gloss. But that's cool.
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But but here's the thing. >> Oh, well, I was going to say, so the reality is if you've heard of it, it
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might be because maybe you've kissed a lot of people that have had Juicy Tubes
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and you're like, that's a better kiss. >> Oh, well, wait, hold on. So, I mean, so
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right now, you know, I'm just saying like it's kind of like there's a stud
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vibe. I studi I don't know about I'm too busy in Bible study studying. I don't know about all
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this kissing people. I don't know. I'm just But um Totally. Yeah. Yeah. No, I I
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get you. I get you. It was It was a vibe. >> It's a vibe. >> It's a vibe.
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>> Yes. Thousand%. So, this was really really popular in the 2000s. Yeah. >> So, the ask was like, "How do we make it
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cool again?" >> Yeah. >> Right. So the thinking was we so obviously
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there's the nostalgia and it would be easy just to pick some people who were
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really popular back then. Yeah. >> But we were thinking okay like let's
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pick some popular people at the same time let's change the narrative right like from a guy's perspective maybe you
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know Ed Westwick Chuck Bass from Gossip Girl. Maybe he remembers all those kiss scenes because he remembers like
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everyone putting on juicy tubes. Yeah. >> Putting on like that lip gloss and the
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flavor and the taste, you know, and the stickiness. like that's what you know
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what he remembers right >> and yeah in fact him yeah he remembered and it got crazy engagement right like
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super mega millions of like organic views I mean there was a lot of layers and a lot of different um you know
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celebrities who took part but you know like nostalgic celebrities like him and also just not what you'd expect
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>> so I also think that's part of it it's the unexpected >> the unexpected but now here's something
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I'm going to throw out there Barbara because we've been talking about you
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know when this goes wrong the Cracker Barrel example when there's when there's legacy and you
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try to move it forward and you fail fast. >> So So I love the idea like how what's
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the decision? >> I mean I think the Cracker Barrel story is the exact opposite of what he's
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talking about. >> But I appreciate that. >> The intent was the same. The intent was
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to say hey we need to talk we need to bring this forward. We need to we need to modernize this and maybe down the
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authentic storytelling. What I like when you look at him when he tells these stories you could see he's getting in
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these people's heads you know it's like and that's It's not like, and I think
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this is where disruptive marketing, right, there's a fine line, right, of just like throwing a brick through a
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window and being like, I'm disruptive. And it's like, okay, well, now you're
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getting arrested, you know? So, that's a little too far. So, but like, so there's
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a fine line between like being just disruptive for disruptive sake and having true intention and storytelling
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and purpose behind it. And this is really like, you know, what we're trying to do.
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>> Wow. That's incredible. One of the things we talked about at lunch with you
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because we went to lunch before was like it was a great lunch was that part of what you like I think at L'Oreal or what
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people said at lunch was that you've got this entrepreneurial culture there and I
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think that's part of what you're saying too. How can I but you're a really big
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company you know you have all these brands all this stuff how do you allow this kind of
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>> entrepreneurial creativity to flourish and not get crushed by uh corporate
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goals and >> you know honestly like the super seniors they really believe in this like
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creativity they really really do like they're brand marketers at at heart there's a saying that's like uh sees
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what has started >> um and like the French culture and like the entrepreneurial way of how L'Oreal
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started and where we are today. >> I mean like when it comes from the top that this is what's expected then it
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really you know this is the culture we're in. We need to be disruptive. >> Yeah.
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>> Um >> and that's you know why this is all transpiring. >> But one of the ways is to connect with
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young aspiring creatives to offer their ideas in some sort of and bring them into the fray if you will and to think
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about creating a collective community and environment where people can offer up their ideas maybe in teams.
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>> Yes. and to potentially >> kind of like an incubator but but on a
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super scale creative level. >> So So we're talking about brands. >> Brand
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ladies and gentlemen, we were talking about brands. Adam, can you can we >> that was you teed that up? I mean I
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everyone was just like they were like drooling like what is this thing? You know
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>> how do they do it? How do they get entrepreneurial creativity >> at scale at L'Oreal?
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>> Yeah. And really so it's all tell people what it is. >> Let's talk about the global competition.
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Yes. So global competition >> judge status. >> Well, but I it's all intertwined.
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>> It's all connected. Yes, it is. >> Because basically these teams are
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pitching ideas, right? To change the future of a category. Yes. >> Do they get do they get a a a sentence
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to start with and then do they have to do it for a particular brand or how does that
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>> So they'll get a sentence to to circle, you know, to that they'll message
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around. But yes, but so there will be something like a category that the intent will be
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>> you and your team change it whether that's you know >> a new product or a crazy campaign.
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>> That's that the kind of take the brand by storm. Is that the >> disrupt it?
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>> Take the brand wait a second. >> Hold on Barbara you don't work in
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marketing. >> I'm telling you she's a guru. >> She is a Jedi. This is mind tricks over
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here. It's a brand that stor this is phenomenal and it's brand >> but that is the idea right% but but you
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can feel like this is the entrepreneurial culture got >> right like going okay like anybody
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doesn't matter who you are you know any age I mean obviously to a point um and
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you know like we want to hear amazing ideas and we want to make them happen >> correct
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>> and that's there's something special about that >> so there's a there's a national
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competition of teams teams of three >> all college students >> all all college students give me the age
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range 18 to 30. >> Yeah, because and I do know this because you were saying if you use some of our
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products, maybe you can look a little younger and you and you were going to try to pretend like you were doing I
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nearly I almost forgot that this was the whole joke to you're not passing. >> Listen, okay, that's fine. I I'm going
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to coach at least one of the teams, maybe five. >> Yeah, I know. One I'd be a little
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disappointed. I'm just saying I expect to see you. >> Exactly. Undergrad teams 18 to 30. the
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the official competition or the proposal starts November 3rd, I believe. Okay. Yes, perfect. And so as me as many how
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many applications, a ton of people try for this. This is a big deal. >> Thousands and thousands. It's a big
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deal. >> Thousands and thousands. This is the number one youth innovation event in the
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world. Okay. It's been going on for how much? 30 years, something like that.
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>> Adam's like, "Yeah, at least 30." >> No, I mean, I'm not going to give I'm
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not going to give some >> It's like my point. I mean, no, it's it's I mean, I was a judge actually a
00:21:31
few years ago. So, I mean, >> let me ask you, you're a judge, so how do you win? What What are you looking
00:21:35
for? >> Amazing. >> Amazing. >> By the way, storm. >> Say it again, sir.
00:21:41
>> Storm. L'Oreal. >> Storm. That's the official sort of the portal
00:21:49
to put your teams and to Okay. >> November four is come up with something to change your brand. Amazing. And the
00:21:56
criteria be amazing. >> Okay, we have we haven't edited, ladies and gentlemen.
00:22:01
>> Brand just for the record, I read the underline. >> You have broken through the fourth wall.
00:22:14
Get out of here. >> So, for the record, for the >> I I knew it sounded wrong, but literally
00:22:19
it says underline storm. And I'm like, you know what? Like, I'm just kind of
00:22:24
peeking here. That's funny. It's like, okay, it's one of these. >> I think I think we can leave it in.
00:22:30
>> Okay, >> but like and I think everyone will appreciate >> the correction right now. Tell us that
00:22:34
>> it is. Okay, let me say this one more time. >> Creative way to get people to pay
00:22:38
attention. >> That's right. Say it wrong first. >> Wait, wait, wait. We need to buy storm.
00:22:44
And also forward it. So for anyone who's listening and then stop listening, but
00:22:48
maybe he's listening again. >> Okay. >> Right. Because this is there was an
00:22:52
underlying gorilla marketing. Also, I guess I'm just an idiot for not being able to remember brands.
00:22:59
I mean, jeez. >> Yes. >> You know, >> brandstorm. November. >> You would think one can remember 18. You
00:23:06
guys make me nervous. We're sorry. This is exciting. You know, we're going to
00:23:09
we're going to put together teams at Penn and other schools, lots of schools.
00:23:12
There's a competition that happens nationally and then the winner of the national competition goes on to the
00:23:17
global compet which is in >> which is in Patty >> Paris. Yeah. As we don't say as
00:23:25
>> I've learned this >> is that good? Is my French good? >> I feel like you're really good at this.
00:23:29
>> I'm telling you. I'm trying. >> The way you said L'Oreal before. Can you
00:23:31
Can you do it for >> only for my fans? >> Yeah. Yeah. Yeah. >> When the way you say it, you know.
00:23:38
>> I mean, it's pretty good. Pretty good. >> It's good. No. >> And that's all that's pretty much all
00:23:42
the guidance you give them. Just like >> Yeah. Oh, let it be free. >> Oh, this is a open brief.
00:23:46
>> Open brief. >> This isn't we're this is an entrepreneurial thing. We're not looking
00:23:49
to be like here. >> Yep. Got it wrong again. >> Oh dear. What's this?
00:23:54
>> Oh dear. >> We're getting all kinds of help here, ladies. I know in that room.
00:24:01
>> No, I know. Wow. >> Ladies and gentlemen, we have a we have a a current and event update.
00:24:08
>> The news is breaking at this show. We break the news like in real time. And
00:24:13
>> so obviously it hasn't been up on the website yet. Um and I think it's being
00:24:17
plugged into the website while we speak, which is why I'm getting these papers.
00:24:22
But this is what gorilla marketing is, >> right? What we're looking for. Now, I'm
00:24:26
going to tell you for real, okay? Because I knew the whole time. I just wanted to see if you were paying
00:24:30
attention because, >> you know, everyone I wanted to see if actually my the team was paying
00:24:34
attention. >> It's a good They are. They are. >> We're looking for scalability,
00:24:38
>> scalability, >> feasibility, >> feasibility, >> sustainability, sustainable,
00:24:43
>> innovative, >> innovative. >> Ah, so those are the guidelines you
00:24:46
refused to give us before, >> which I think also means amazing. Yeah, I think I mean you know I I suppose in
00:24:51
my mind amazing was that >> those four things he was amazing that's interesting
00:24:55
>> but I mean those aren't that limiting so like >> yeah I I think I could have gotten away
00:25:00
with >> with amazing >> you know like you know like I don't know
00:25:04
how I feel about >> but but here on the marketing matters program we are into the details so we we
00:25:09
will give the details so >> this it is important it is important >> this is awesome this is going to be an
00:25:13
incredible event >> so it's brandtorm >> brandstorm >> la' laurel.com
00:25:17
>> yep and And as a matter of fact, there's an event tonight, right, with with Adam
00:25:21
will be speaking to the students here at Penn. >> Okay. Can you tell us some of your
00:25:25
brands? >> Yeah. Talk talk us through cuz you are running the whole thing.
00:25:29
>> We're running out of time, but tell us some of the US brands because people may
00:25:33
not know the brands that L'Oreal owns cuz you're a house of brands. You're not
00:25:37
>> Yeah. No. So, I'm just going to tell you. I mean, we have >> 38 brands. I actually think we just
00:25:42
acquired some. So, we >> might be 39. I mean like it's this number grows um from we have Maybelline
00:25:49
Kes Lancome Caravee obviously Skin Sudicles Lar Ro Pose um let's see Ralph Lauren Fragrance
00:25:59
>> there's so many hold on Urban Decay Urban Decay yeah it Cosmetics I'm I'm just kind of going
00:26:06
through this is nice >> I said Essie >> oh you said it sorry >> but I mean but that's solid that you
00:26:10
said it again everybody will remember a very Cool brand. >> This guy such >> But what's cool about these brands is
00:26:17
they're all so different. They have such identity and they have such legacy.
00:26:22
>> Legacy. I mean, speaking of legacy, so for Maybelline, right, that maybe it's
00:26:26
Maybelline Jingle, we actually just brought it back >> with Yeah. with Miley Cyrus where she
00:26:31
actually included it in a in a song. >> And then the ask now to like people, you
00:26:37
know, is make a make some content. Make and just do maybe it's Maybelline. Make
00:26:41
it make it yours. May make the jingle yours and you can enter to win to be uh in a commercial. I can't say which
00:26:47
commercial because apparently like we're not allowed to say that. >> Wow.
00:26:51
>> But it's a legit one next year. >> Wow. >> Yeah. >> Okay.
00:26:55
>> Like super legit. >> And how what do I need to do to get my entry to the top of the
00:26:59
>> All you need to do is just maybe it's Maybelline and and like just like that
00:27:04
like we do it together. I just I I may disqualify you though, >> you know. So maybe don't do it with me
00:27:10
and then you just need to like hold the product up, you know, show us some love.
00:27:13
I feel like you have nice eyelashes. So maybe maybe you are using this new bubble thing because, you know, I think
00:27:18
it's gone viral. >> Legitimately Well, I'm very excited because my skin regimen is going to
00:27:23
absolutely go to next level thanks to Adam and his colleagues. I'm saying that
00:27:26
right. Next level big time. >> Yeah% 100%. This is great. I love the idea of inviting the community in. Yes.
00:27:32
to co-create because that going back to the Barbara's point about entrepreneurship and imagination and all
00:27:38
of these amazing things, happy accidents occur because you're bringing in people
00:27:42
with and you're you're basically outsourcing the creative talent which is
00:27:45
genius to do. >> And what I think is also just talking to you for a half an hour or however long
00:27:49
we've been here, it sounds like such an amazing place to work. >> I mean because it sounds like
00:27:55
creativity, fun, this kind of stuff. That's what it's about and that's what
00:27:59
beauty and these products should be about. I mean, the brand building, the product innovation, you know, it it
00:28:05
really is amazing. And I mean, personally, I love the French culture. I didn't realize, but I guess as a
00:28:10
philosophy guy, it makes so much sense. >> See how we did that? >> Well, no, but I mean like the but the
00:28:16
reality is like the French culture with like the productive debating, right? So,
00:28:21
taking a cool idea, a clever idea, and like, you know, really putting it through the ringer. The same way if
00:28:25
you're an entrepreneur, right? It's like, well, you're you're telling a lot
00:28:29
of people about this idea and you're trying to filter, you know, like, what do I do? What what advice do I really
00:28:33
take cuz that person didn't really know what they were talking about, >> right? Right. Right. Pressure test.
00:28:38
>> You pressure test it. Yeah. And it's amazing to go back and forth. >> And we're in an attention economy and
00:28:43
now people care about all these brands. This is >> it's beautiful. >> And if you want to be a part of a storm
00:28:48
>> storm, >> right? >> It's brand stom. >> So that's where I was going right now. I
00:28:54
was going to thank you for joining us and asking you to remind our listeners once more where they should go to keep
00:29:00
up with all of this great stuff you're talking about. >> Yes. Brandstorm.
00:29:07
Nice. >> That's where you go. That's where you sign up. >> Very, very cool.
00:29:10
>> Yeah. >> And where do I sign up to be your personal intern? So, >> get the party.
00:29:16
>> We We can chat about that. Yeah. Yeah. Yeah. >> We'll do that offline. This is exciting.
00:29:21
>> Well, this is awesome. >> Well, thanks again. That's all we have
00:29:23
time for today. We'd like to thank our producers, Erin Tran and Marissa Rena.
00:29:27
Thank you all for listening today. We'll be back next week. Till then, this has
00:29:30
been Marketing Matters on the Wharton Podcast Network. I'm Barbara Khan here
00:29:35
with America's Reed. [Music]