Huge podcast fan here! If you are too, this weekend I recommend the YouTube version of Scott Galloway and Rory Sutherland on the Uncensored CMO podcast. It’s an entertaining and thought-provoking discussion. It’s also classic Scott, for those familiar with him. You can check it out here: https://lnkd.in/gvkBxFrj

My main focus is the middle 15 minutes (starting around 16:28) where they discuss brands. Scott argues the era of brands is over, primarily due to the decline of traditional advertising in the age of search and social media. While I agree the advertising model has shifted, I disagree that brands are dead. Far from it, in fact.

𝗕𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀; 𝘁𝗵𝗲𝘆’𝗿𝗲 𝗮 𝗽𝗿𝗼𝗺𝗶𝘀𝗲 𝘁𝗵𝗮𝘁 𝗯𝘂𝗶𝗹𝗱𝘀 𝗹𝗼𝘆𝗮𝗹𝘁𝘆 𝗮𝗻𝗱 𝗮𝗱𝘃𝗼𝗰𝗮𝗰𝘆. The path to loyalty has changed, arguably for the better, allowing new businesses like Poppi and Siete (recently acquired by PepsiCo for over $3bn combined) to thrive and become valuable brands.

One key point I do agree with Scott on is that 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗲𝘃𝗲𝗿, 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀 𝗮 𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻 𝗼𝗳 𝗶𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻.

A great irony of this discussion is that Scott Galloway himself is a powerful brand, built without massive ad campaigns.

Let me know your thoughts on brands and branding, and if you enjoyed the podcast.