SHOWTIME SAYS…
Diddy has had major success with everything from music and movies to clothes and liquor. Mr. Combs has no plans on stopping and he recently sat down with AdWeek to discuss his brand and what visions he has for the future.
What do you think your brand stands for?
I think I stand for aspiration. [That] hard work pays off. People from all walks of life and all over the world look at me and know my humble beginnings and know that everything I’ve done has been through hard work. People respect me as a marketer and brand builder.
Like Donald Trump?
A little bit different. He came from money, he was in real estate, he slapped his name on everything. My style is to service my community through entertainment and products.
And you probably won’t be considering a run for president anytime soon?
I definitely won’t be running for president anytime soon. I do not think I would be able to pass the presidential scrutiny test.
You’re involved in so many different things: vodka, film, TV. What’s the grand plan here?
My dream was that you would wake up in the morning, your alarm would go off, one of my records would be playing. You’d get in the shower and use my shampoo. Then you would get out and use the beauty products. You’d get dressed and put on Sean John [clothing], and then you would go to work. And after work, you would go and change into your evening wear to go out to a club or out on a date and you’d put on Sean John again, spray on another of my fragrances, stop by and have a drink of Ciroc. And then maybe take your young lady out to a movie that I was starring in.
So you want your brand to consume every point in a person’s day?
It’s “how can I follow them throughout the different steps of their day and make the day more entertaining?” But it’s not “how can I get money from them?” Then, if I market it in the right way, you know, it’s like building the right mousetrap.
