joven orozco If your brand was a celebrity who would it be?

In kindergarten, I wanted to be white. I was one of the few Asians in my elementary school. You can say I was marginal and didn't fit in. As I became older, I was able to observe what was cool in the minds of the popular kids and what was taboo. It was my first experience with good brands and not so good brands. Oh, I desired so bad to be accepted. My family was poor. I was obsessed with having the best brands. I even had an aunt sew surf brand logos on my Sears polo shirts. These escapades of searching for acceptance continued until my college years where I became a goth... enough about that. :-) My life allowed me to see what people want in people, places and things thus be able to create brands based on prejudices. It's an interesting approach and has served me well over the 25 years in business. I've been fortunate to work with the largest brands and some have entertained and implemented some of my crazy ideas. I'm grateful to be an outsider for it's given me a perspective and insight like no other.