Sol in the News
“Your brand exists in the hearts and minds of your customers , your brand is not necessarily something you create in a vacuum and put out to the world to let them accept, you actually have to include your customer in the creation of the brand because if you don’t involve them in the process, your brand is going to take on a life of its own.”
“Everyone who buys your brand has a story that they are trying to create for their lives, and if they are successful in achieving the goals that are part of that personal story, they feel confident, they feel elevated…they feel sexy!”
“It’s not enough to be different just to be different. You have to be different in a way that makes a difference in someone’s life…you have to do something that makes them fall in love with you, and makes them feel like they are irrationally loyal to your brand.”
"Don't make excuses or try to cover up something that someone at the company did wrong. Apologize. Help victims, all of them. Go out with a statement quickly before the story takes on a life of its own. Take responsibility. Accept accountability. Give the world a plan for how you plan to prevent a similar disaster from occurring in the future. Communicate with authenticity, clarity and openness with everyone in your ecosystem. Convey a vision for what the world looks like when you've solved this problem. Be truthful.”
“This is the very tip of the iceberg and is probably going to shake the entire foundation of the very brand that is Hollywood.”
"In an age when brands increasingly find themselves in the crossfire for showing off values and beliefs that don't match with those of their customers, MGM's news #VegasStrong ad does quite the opposite," she said. "Their spot is quietly dignified, prioritizes the master brand and sentiment of the Vegas hospitality community above its own, and represents an idea that transcends merely selling hotel rooms."