John reflects on his journey from a struggling artist to a business mogul, highlighting the importance of resilience and passion. Meanwhile, Chrissy discusses how her love for cooking and genuine connection with her online community laid the foundation for her brand, Cravings. Together, they reveal their insights on establishing trust with consumers in a marketplace saturated with celebrity brands, navigating new business ventures, and staying true to their values while pursuing exciting new initiatives.
You both have built impressive consumer-facing brands across various industries - from music and entertainment to culinary, skincare, and even pet food. What are the key principles you've learned for launching brands that truly connect with and engage audiences?
John Legend: As an entrepreneur, I've learned that the first act of entrepreneurship was really becoming a successful singer-songwriter and artist. So much of that journey was about building my own business, selling my own CDs out of my trunk, and fighting to get my music career off the ground. That entrepreneurial spirit has carried through to all the other business ventures I've pursued.
Chrissy Teigen: For me, Cravings really started as a natural extension of my passion for cooking and creating community online. I had been blogging about my cooking adventures for years, building that connection with people, before we ever launched the Cravings brand. I think establishing that authenticity and relatability upfront is so crucial.
In an age where celebrity brands are ubiquitous, how do you build that genuine trust and connection with consumers?
John Legend: I think longevity and consistency are key. Chrissy and I have been very open and transparent on social media for years, sharing our lives, our passions, and the things we truly care about. People can see that this isn't just a cash grab for us, but an extension of who we are.
Chrissy Teigen: I've always been someone who celebrates the small businesses and products I genuinely love, even if they aren't my own. I think that helps establish that I'm not just trying to push something for the sake of making money. With Cravings and our other ventures, we're so involved in every aspect, from product development to marketing, because we want people to know this is our heart and soul.
How do you navigate those new business ventures while maintaining cohesion across your brand ecosystem?
John Legend: We're very collaborative in our approach. Our teams work closely together, sharing information and coordinating our various initiatives. There's a lot of overlap in terms of the creative process, even if the day-to-day operations are handled by separate organizations.
Chrissy Teigen: It's definitely a balancing act. My Cravings team is very much its own entity, but we find ways to integrate and cross-promote with John's brands where it makes sense. Having that overarching vision and commitment to authenticity helps tie it all together, even if the individual businesses have their own distinct identities.
And how do you approach navigating the challenges that come with being outspoken, politically-active celebrities running consumer businesses?
John Legend: It's something we've had to be very mindful of. There's always that risk of alienating certain consumers or partners if you take strong stances on controversial issues. But for us, it's about staying true to our values and not shying away from what we believe in.
Chrissy Teigen: I've had situations where my political views have caused issues with retailers or business partners. But at the end of the day, I'd rather be authentic and maybe lose some opportunities than compromise who I am. Our fans and customers appreciate that honesty, even if they don't always agree with us.
As you look ahead, what are some of the key priorities or new initiatives you're excited about across your brand portfolio?
John Legend: On the music side, I've got new albums and Broadway shows in the works. And we're always looking to evolve and innovate with our existing businesses, whether that's Loved One skincare or my wine label. The key is staying true to our passions and values while also being responsive to what our consumers are looking for.
Chrissy Teigen: For Cravings, I'd love to continue expanding into new aisles of the grocery store - maybe getting into the sauce or biscuit categories. But it has to be something that's truly differentiated and better than what's already out there. I'm not interested in just adding more stuff to the world.