>> My name's Carson Lev.
Presently, I am the president and CEO of basically an automotive based marketing
and brand management company called Redphin.
So we work with some of the studios like NBCUniversal for Fast and Furious
and Jurassic Park and Disney with Pixar and Cars.
Those products are generally entertainment cycles.
So if it's a movie, it goes around the schedule of entertainment of the movie being released.
Some of the bigger properties that have theme park integration too, those become longer.
The entertainment ones are generally short lived.
There'll be the season of that movie.
But when we work on behalf of our clients, we have personalities that are either car designers
or car drivers or people that are celebrities in the automotive business
and have some intellectual properties to be managed.
Those are ongoing.
So we create a master marketing plan for them, five and ten-year plans
on brand growth and the brand management.
So it really depends on if it's client based for a person or client based for an entity.
Really, the first thing is understanding the brand, understanding the brand identifiers,
what we refer to as the brand equity.
So the name.
You mention the name either a celebrity or a company.
The first thing is to respond to what people perceive of that.
Do they know it?
And if they do know it, how do they qualify it?
Is it important to them?
Does it reflect their lifestyle?
Is it something they're interested in?
Would they buy apparel or clothing or go to events based on that?
So understanding that equity of the brand first and foremost is really important.
It's really important to do audits and interviews and understand
within a marketplace how that brand's understood.
Once you're at that point, we look at brand growth.
How do we grow the brand?
Do we grow it through doing the similar things we're doing or do we look to expand the ring
and doing peripheral things to put them
into additional businesses that, again, carry the message?