Patrick Hanlon: Moving to platforms and ecosystems is crucial for brands today because you want to get to the friend’s, friend’s, friend. You want to be able to move to them from as many things as possible. So you look at people like Gwyneth Paltrow. She’s both an actor, she has a product line, there are books, She’s on magazines and everything.
Pete Sena: She can sing too. Laughs.
Patrick: Exactly, Scarlett Johansson is the same deal. So you want to be across many platforms. Patagonia we talked about too. They not only build clothes but they have lobbyists, they have a book series on building a business for good. And everything else that they do. I think the notion is that it’s not enough just to be a brand anymore, to be a product. You have to be doing more things. And it’s not just about having a purpose, it’s about spreading yourself across many media so that you are out there and present.