Kenneth Cole
- Chairman and Chief Creative Officer, Kenneth Cole Productions, Inc
- Chairman, amfAR, The Foundation for AIDS
- Southern Methodist University
The Power of the Brand
Kenneth Cole has combined instinct with business savvy to understand the consumer’s wants and needs, by putting himself "in their shoes" for many years. He has built and sustained a unique level of brand integrity, by consistently speaking to a loyal customer about what they look like on the outside, as well as who they are on the inside.
In this speech, Mr. Cole gives advice on how executives might connect with their desired audience in a more meaningful and sustainable manner.
Mr Cole also speaks about how in a world where knowledge and information flows infinitely everywhere simultaneously, that the consumers look for individual editors to interpret, process and navigate it for them. These processors are usually the ones with a history and integrity for communicating a consistent message and/or point of view (lifestyle or otherwise) over a period of time. To the degree they are reliable, and only for as long as they are, Brands are those processors.
Interdependence of Business and Community Engagement
Kenneth Cole believes that business and community service are interdependent. He understands the need for businesses to make a difference, to use their business platforms to inspire positive social change and to contribute to the communities where they do business. As a renowned American designer and humanitarian, Kenneth Cole believes that “it is great to be known for your shoes. It is even better to be recognized for your soul.” Known for employing messages of social responsibility in the design and marketing of his products and for supporting organizations addressing social issues, he has long been committed to social activism and inspiring others to make a difference. Providing examples of ways his company has reached out over the years, including establishing the AWEARNESS Fund which supports service and volunteerism with a specific focus on AIDS and other public health issues, Mr. Cole discusses extraordinary opportunities for companies to differentiate themselves from their competition, strengthen their brand and make an impact that makes a difference. He encourages business leaders to make what they do relevant and meaningful, because at the end of the day, he believes that this is the most important issue on which they will be judged.
The Marriage of Business with Social Entrepreneurship
Long before the concept came into fashion, Kenneth Cole has been applying his business and entrepreneurial skills to create social change. He is often credited with being the original social entrepreneur. He believes that there is a growing revolution fundamentally changing the way society organizes itself and the way we approach social problems. Just as business entrepreneurs create and transform whole industries, social entrepreneurs act as the “change agents” that inspire the necessary transformations and advance sustainable solutions that promote positive change for our communities. Mr. Cole explains how the needs of business and community are inter-dependent and inter-connected with each needing each other not just to thrive, but in fact to survive. He points out how companies can serve the mandates of their various stakeholders while at the same time “do well by doing good”.
