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People often talk about a coach's philosophy, but generally, I think managers look at the players they have and then decide on their style.
At the organisational level, our party has to really develop a new style of connecting with the people. We have to also look at the way we project our programmes, our policies.
You look at the Rolling Stones. It had the lips, the logo and the style. You look at Jay-Z, who I think is probably the smartest brand marketer I've ever met. These people understand the core of what their brand is and what their fans want.
I first became interested in style when I was 16 and I had my first couple of gigs. I realised I couldn't look like the people I was performing to. Not in a condescending way, but just that it would be weird if I was wearing exactly what someone in the crowd was wearing.