Calvin helps you understand how marketing is the engine of building a brand and why some people are doing it wrong

JT Foxx: Calvin, our next one is John from California but lives in the Philippines and Thailand. And he started a cosmetics company. He is a serial entrepreneur. He’s got a skin care and he was inspired by you. And so his bundle of energy, so John Rankins come on out buddy.

John: This is a real pleasure for me. I wanted to just say that right off the bat, it’s an honor to be here with you. My question is, I’ve started selling Vie cosmetics we created, then called Vie, and what we’re going to do is we want to build it into a global iconic brand like what you’ve done, which is amazing. And I would like to know from you what do you think would be the three key factors in developing a global brand.

Calvin: Well, you have to spend a lot of money, first of all. And then I cannot tell you how much money we spent marketing to people all over the world because if you are selling fragrance in Italy, or let’s say fragrance in France which is the biggest market for fragrance, Paris is one thing, every city outside of Paris is completely different.

If you look at Europe, southern Europe has one look and one style and one body type and northern Europe, they’re much bigger, taller, bigger people. When we would market things in the Middle East, we had to change our marketing. We had to change our imaging because we weren’t allowed to show skin. So, we always showed skin, and so then we had to cover up.

So you, but essentially you need, you really need the product that people will want and then you have to speak to them and spend a great deal of money. That’s the way you do it. Spend a great deal of money to advertise to those people wherever you choose to sell.

John: OK. Thank you very much. It’s an honor.

Calvin: Sure. Thanks.