Rory Sutherland

When I came to London, I used to stay at the Four Seasons in the Mandarin Oriental. Why? Because someone else was paying and they're always an eight. And then I went on TripAdvisor and I went on my social graph and I found out people love the Connett Hotel or people love the Ferndale Hotel. So I started staying at the Haymarket. Why?

When I came to London, I used to stay at the Four Seasons in the Mandarin Oriental. Why? Because someone else was paying and they're always an eight. And then I went on TripAdvisor and I went on my social graph and I found out people love the Connett Hotel or people love the Ferndale Hotel. So I started staying at the Haymarket. Why?

I like a place with a nice gym and I wanna hang out with people who are younger and cooler than me. So I started staying at boutique hotels. So all of a sudden product became the bomb again. And then your ability to embrace these new mediums around social became more important than broadcast advertising.

I like a place with a nice gym and I wanna hang out with people who are younger and cooler than me. So I started staying at boutique hotels. So all of a sudden product became the bomb again. And then your ability to embrace these new mediums around social became more important than broadcast advertising.

So the traditional metrics of branding, the traditional vehicles for branding, a brand identity and broadcast advertising that I've been preaching in brand strategy, the sun has passed midday.

So the traditional metrics of branding, the traditional vehicles for branding, a brand identity and broadcast advertising that I've been preaching in brand strategy, the sun has passed midday.

If you look at my curriculum and the majority of curriculums and marketing departments, you could argue that we're just training people to go to work at Unilever or General Mills and be laid off 24 months later. branding has become much more about innovation and actual product quality. Now that extends into how you discover the product, how you absorb the product, the community around it.

If you look at my curriculum and the majority of curriculums and marketing departments, you could argue that we're just training people to go to work at Unilever or General Mills and be laid off 24 months later. branding has become much more about innovation and actual product quality. Now that extends into how you discover the product, how you absorb the product, the community around it.

But Tesla is a better product. Apple used to be an underpowered product with a great brand. Now it's a great brand with a superior product. So Airbnb is a much better product. Google is 10X better than what was there before it.

But Tesla is a better product. Apple used to be an underpowered product with a great brand. Now it's a great brand with a superior product. So Airbnb is a much better product. Google is 10X better than what was there before it.

So supply chain, design, the way you absorb the product, its ease of use, it's moved from kind of what you call a brand economy to lack of a better term, an innovation economy. So rather than taking classes on advertising, I say take classes on supply chain or analytics or really understand industrial design. There was a general feeling that all product quality had maxed out.

So supply chain, design, the way you absorb the product, its ease of use, it's moved from kind of what you call a brand economy to lack of a better term, an innovation economy. So rather than taking classes on advertising, I say take classes on supply chain or analytics or really understand industrial design. There was a general feeling that all product quality had maxed out.

And then the internet came along and unlocked all this product innovation. So cars, they felt it hit kind of a peak in terms of product quality. And then all of a sudden with the internet and GPS, you could tune a car up wirelessly. You can unlock the doors. There was all kinds of crazy things you could do with it in addition to EV.

And then the internet came along and unlocked all this product innovation. So cars, they felt it hit kind of a peak in terms of product quality. And then all of a sudden with the internet and GPS, you could tune a car up wirelessly. You can unlock the doors. There was all kinds of crazy things you could do with it in addition to EV.

I mean, there's just been so much actual innovation around the product. And what are the most valuable companies in the world have in common? They either spend no money on advertising or they're spending less. Apple's the strongest brand in the world, at least a consumer brand.

I mean, there's just been so much actual innovation around the product. And what are the most valuable companies in the world have in common? They either spend no money on advertising or they're spending less. Apple's the strongest brand in the world, at least a consumer brand.

I would argue the strongest brands in the world universities, but it's reallocated six or $7 billion out of broadcast advertising into its channel, into stores. It built 550 templates to the brand. And I think of that as almost part of the product. My 12 year old and I were bored yesterday, so we went to the Apple store. So that's kind of consuming the product. And I ended up buying

I would argue the strongest brands in the world universities, but it's reallocated six or $7 billion out of broadcast advertising into its channel, into stores. It built 550 templates to the brand. And I think of that as almost part of the product. My 12 year old and I were bored yesterday, so we went to the Apple store. So that's kind of consuming the product. And I ended up buying

screensavers and new cases that I'm sure are 90 points of gross margin that I could find to FNAC or Best Buy or someone for less money. But we wanna be in that store and in that environment. So it's moving out of pre-purchase broadcast advertising into the distribution channel and into innovation. But the traditional norms of marketing or branding as I taught it, that shit's over.

screensavers and new cases that I'm sure are 90 points of gross margin that I could find to FNAC or Best Buy or someone for less money. But we wanna be in that store and in that environment. So it's moving out of pre-purchase broadcast advertising into the distribution channel and into innovation. But the traditional norms of marketing or branding as I taught it, that shit's over.