Brand is Dead; Long Live Brand

In the world of brand, few voices command as much respect as Scott Galloway’s. An American professor of marketing at NYU Stern School of Business, Galloway is a best-selling author, entrepreneur, public speaker, and commentator known for his sharp insights on business and technology. His ventures include founding L2 Inc. and Red Envelope, and his books, "The Four" and "The Algebra of Happiness," have garnered widespread acclaim. Galloway also co-hosts the "Pivot" podcast with Kara Swisher and shares his perspectives through his YouTube channel, where he frequently critiques big tech companies. So imagine my surprise to hear Galloway recently proclaim that "brand is dead" on a podcast.

Given that Apple’s brand alone is valued higher than the bottom 117 companies of the Fortune 500 combined, this statement seems counterintuitive. However, Galloway's expertise commands attention and respect, leaving us to decipher what he truly meant by this bold assertion.

Troublesome Terminology

The ambiguity surrounding Galloway’s remark stems from the multifaceted nature of "brand," which encompasses three primary definitions: Identification, Perception/Reputation, and Identity.

Identification is the oldest concept of branding, originating over 5000 years ago. It involves creating a mark to distinguish one seller’s merchandise from another. Despite the rise of e-commerce platforms like Amazon, Alibaba, and Temu, the value of a distinctive mark remains significant, as it has been entrenched in commerce for millennia.

Perception/Reputation emerged around World War II, when advancements in applied psychology for propaganda were commercialized, leading to the golden age of advertising. The effectiveness of these WWII-era tactics in today's market, however, is dubious. Modern consumers are more aware of psychological manipulation, making them resistant to outdated advertising methods.

Identity, the newest definition, refers to how brands like Nike, Apple, and Porsche tap into their audience’s identity, creating a collective identity. This goes beyond shared identity to something larger—a collective context akin to family or national identity. When part of a collective identity is attacked or lost, it feels personal to the individuals within that group.

The Death of Brand, in a Sense

Focusing on the Identification aspect of brand, there is no reason to believe that distinctive logos or names will disappear. Even with the rise of e-commerce, distinctive marks remain crucial in a crowded marketplace. This practice is deeply rooted in commerce and shows no signs of fading.

In terms of Perception/Reputation, the methods from the WWII era are outdated. The notion of instilling emotion into mediocre products to boost sales is no longer viable. Galloway’s statement reflects this shift, highlighting that traditional advertising tactics are obsolete. In this sense, the perception-based definition of brand is indeed "dead."

Long Live Brand

Despite the decline of traditional brand perception tactics, branding is far from obsolete. Companies that focus on forming a collective identity rather than manipulating perception are thriving. Brands that understand the science of identity and leverage it effectively will continue to wield significant influence.

At Prismonde, we have spent over a decade combining military insights on influence and psychological operations with cutting-edge cognitive science research to develop effective communication tools. Whether Galloway's statement specifically targets outdated perception tactics or misses the contemporary strategies employed by leading companies, it signals a passing of the torch to a new generation of brand practitioners.

For those who believe these tools are ineffective or obsolete, I invite open discussion or debate at any time. The evolution of branding continues, more potent than ever, as it shifts from mere perception manipulation to fostering a collective identity.

If you want to know how the new era of brand can create an advantage for your company, shoot me a message and let's talk.

Damien Foord is an Air Force veteran and creative entrepreneur that has advised hundreds of brands in Silicon Valley, including LinkedIn, Tesla, Adobe, and many more. He is a cofounder of Prismonde, applying cognitive science to business strategy and brand development and speaks on organizational identity and human-centered innovation.