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I only pick brands that I think have a connect and will help me communicate with the consumers. And to convince the consumer to pick the brand I'm talking about, I have to be convinced first.

I also get very possessive about my brands because after the first few months, it's not a mere brand association, it's a relationship that I have invested in. We work as a team - creatives are planned, strategies are discussed and suggestions go back and forth - and that's why I enjoy being a part of this process.