Coach's Gen Z Pivot: Expressive Luxury and Co-Creation

Key Quotes

"We believe strongly that when you truly understand your audience you can build a real brand and real relationships with customers that last."

Matt Spiegel argues that understanding an audience is fundamental to creating a lasting brand and fostering genuine customer relationships. This highlights the core value TransUnion aims to provide: deep audience insight that enables marketers to build more meaningful connections.

"Brands don't have fixed meanings people and culture give them meaning and honestly spam taught me that before any brand strategy ever did."

Joon Silverstein emphasizes that brand meaning is not static but is actively shaped by people and culture over time. This personal anecdote illustrates her belief that understanding cultural context is more foundational to brand building than traditional strategy alone.

"We have real momentum and i think now what my team and the brand needs from me has evolved you know in the early stages of transformation the work was about building belief right belief in the vision the opportunity in our ability to flip the script and write our own playbook and you know now that we're experiencing real momentum my role is increasingly about sharpening clarity you know creating conditions where creativity and bold thinking can thrive."

Joon Silverstein explains her evolving leadership role as Coach experiences success. She transitioned from building belief during a transformation phase to focusing on sharpening clarity and fostering creativity now that the brand has momentum.

"The idea as you mentioned that i shared in my linkedin post that defines it is flipping the script you know and outside growth doesn't come from doing more of the same right it comes from having the courage to imagine something different and so for us that meant moving beyond legacy notions of accessible luxury or traditional luxury and giving ourselves permission to write our own playbook."

Joon Silverstein articulates the core strategy of "flipping the script" at Coach. She explains that significant growth requires courage to envision something new, moving beyond established industry norms to create a unique path forward.

"The most important thing is the courage to take bold but imperfect steps because when it comes to sustainability you never have the full solution you never have even close to the perfect solution and in the beginning we were afraid that talking about progress would shed a light on all the things we were doing wrong and that kind of fear can actually paralyze progress."

Joon Silverstein highlights the necessity of courage in pursuing sustainability, even with imperfect steps. She notes that the fear of exposing flaws can hinder progress, emphasizing the importance of taking action despite not having all the answers.

"The advice to you is be way bolder than you have ever been in your entire life and do things that make you uncomfortable boldness is the only way you're going to stand out and do what the company needs you to do at this point in the company's history."

This quote, attributed to a former P&G coach, advises boldness and embracing discomfort as essential for standing out and meeting a company's evolving needs. It underscores the idea that significant impact often requires stepping outside one's comfort zone.