Lesson 2: When an Influencer Doesn't Like a Product or Vision for the Company

Course content (6 lessons)

“I really can’t wear your product.”

This is something a founder does not want to hear from a partner in their brand. Though this is exactly what Daymond heard from his key influencer, LL Cool J (aka L) at one point during the growth of his company.

In this lesson, Daymond explains the valuable lesson he learned by listening to LL Cool J that helped him evolve his designs and products while growing FUBU.

[MUSIC PLAYING] DAYMOND JOHN: LL being gracious says he is, he looks at us, and he said, I really can't wear your product. I can't. I can't do this for a couple of reasons. I said, well, what are the reasons? He said, well, one, you only have like 10 t-shirts really that you keep putting on these videos and recycling, and you're not a big company yet. I know you're trying, but this is very small. And if I go into a show, I'm going to have to turn down all these big brands who will pay me a lot of money.
But if I'm the face of your brand, they're not going to pay me anything. And number two, I really don't like the product. And I was really offended on why he didn't like the product, because if you own your own company, not liking a product, you take it very personal. And I asked him why he didn't like the product. And he actually told me, he said, there's a big purple box that I use to put in the middle all my Cougar shirts, because I like purple.
And I said, LL, well I love purple, and I'm told you don't like the purple box. And he made sense. He said, you know what, if I'm wearing some blue sneakers, and some gray jeans, or gray sweat pants, in a red shirt and a purple box, I'm not matching. I look like skittles or rainbow. And I'd only heard that 100 times, because I had a black on black shirt and a bag next to me, because a magazine wouldn't shoot the same shirt.
So I said, hey, you know what, I'll change the colors. Because often, we really don't listen to our customers. They know all the old sayings of the customer is always right, customer is always right, but sometimes, we ignore that. But the best part about today is you don't have to ignore that because the data's right there. [MUSIC PLAYING]

Lesson 2: When an Influencer Doesn't Like a Product or Vision for the Company

Course content (6 lessons)

Module 1: How to Get Started with Influencer Marketing

01 |Module 2: How to Find Your Brand Evangelist

02 |Module 3: Take Charge of your Marketing Destiny