How Brands Destroy Years of Equity

Some of the world’s most recognizable brands are starting to look a little less distinctive.

Nike is losing ground to brands that feel more focused. PepsiCo just ended a 25-year agency relationship. Dyson is selling a $500 toothbrush. The US Open opened the door to creators and discovered that attention comes with less control than it used to. Huda Beauty is trying to move past controversy, while Vogue faces a very different challenge: what happens when the person who made the brand what it is eventually steps away?

This week, we’re looking at what happens when the thing that made a brand distinctive starts to disappear.

On the episode:

● Nike: Has Nike moved too far away from the athlete and aspiration that made it iconic? We look at its loss of valuable shelf space, the rise of On and Hoka, and what happens when a brand tries to appeal to everyone.

● PepsiCo: PepsiCo ended a 25-year relationship with Omnicom without a pitch. What does that tell us about the changing advertising industry, and why are long-standing relationships no longer enough to protect a business?

● The US Open: The tournament embraced the creator economy, but inviting creators into your world also means giving up some control over how your brand gets interpreted.

● Dyson: Is the $500 Camera Jet toothbrush a meaningful piece of innovation, or a sign that Dyson is starting to confuse more technology with more value?

● Lindsay Clancy: What does the trial tell us about social media, storytelling and the way emotion can shape public opinion before the full story is understood?

● Huda Beauty: Huda Beauty has survived a controversy that could have seriously damaged a smaller founder-led brand. Can its Cardi B campaign shift the conversation back to beauty?

● Vogue: Anna Wintour has become inseparable from Vogue’s identity. So what happens when the person who made a brand culturally irreplaceable is no longer running it?

Different stories, but the same underlying question: what makes a brand worth choosing, remembering and coming back to?"

Because the internet rewards the fastest reaction. Great brands still need the judgment to know when not to react.

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