Chris Do

But it's really hard to sell a Zale diamond at a Tiffany's price with the Zale brand.

And so I think brand in general is something that feels fuzzy, but is so important.

So I guess, can you lay out in your mind what is important about brand, personal or otherwise, and why should everyone be really conscious of their brand?

So how about...

The world right now, there's a lot of similarity to it, let's just say.

You see a lot of people going out there with the same videos, the same ideas, the same looks on brands.

Even startups in Silicon Valley, they all sort of have the bright colors, the singular lines.

Everything's getting simpler.

But you've kind of famously said, don't try to be better, be different.

What does that mean when it comes to branding?

You know, I have a favorite funky brand.

Okay.

Imogene and Willie.

Okay.

It's a sort of Americana new age, let's call it hipster Levi's is like how I would describe it.

Oh, God, yeah.

Yeah, yeah, yeah.

My husband, he's actually the one that turned me on to it, but their jeans are way too expensive.

Talk about brands.

They're actually uncomfortable because they're raw denim.