Rory Sutherland

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.

Don Draper has been drawn and quartered. If you're watching a lot of advertising, it means your life hasn't worked out. The majority of people who are technically literate or wealthy can avoid 80, 90% of advertising now. They watch Netflix, they subscribe to Spotify, they live in cities where they have local officials that demand you can't see a billboard from a park.

Don Draper has been drawn and quartered. If you're watching a lot of advertising, it means your life hasn't worked out. The majority of people who are technically literate or wealthy can avoid 80, 90% of advertising now. They watch Netflix, they subscribe to Spotify, they live in cities where they have local officials that demand you can't see a billboard from a park.

So the advertising is a tax on the poor and the technologically illiterate. So it's moved to more distribution and innovation. But for God's sakes, you know, avoid falling into the trap of thinking that the masters of the universe are branders or advertisers.

So the advertising is a tax on the poor and the technologically illiterate. So it's moved to more distribution and innovation. But for God's sakes, you know, avoid falling into the trap of thinking that the masters of the universe are branders or advertisers.