Has social media and the increasing visibility it brings to founders and influencers, made our consumer brands more ‘authentic’. And was this human-brand connection far less possible, or even improbable, using the more static and one-directional billboards, TV ads and other media tools, available in the 20th Century? Renowned venture capitalist, Marc Andreessen has publicly championed and articulated this thinking in his recent Fortune quote:

“In the mass media era… companies built brands primarily via TV commercials, where you had a single shot to get Coca-Cola established... You had celebrities in those days, but they weren’t front-and-center… you were just trying to get the basic message of the the product out...

But that led to an “unnatural configuration” …individual consumers had a relationship with a brand or corporation, rather than with a person. If that’s all I can have, then okay, fine, but like, really, that’s my emotional affinity? That’s how I’m going to kind of process things?”

In this episode Ndubuisi discusses this thought with Matt Gee, a creative professional, who in a career so far spanning 25 years has worked with the biggest brands in the world, co-founded digital departments at storied advertising firms, and led memorable campaigns including those for the launch of the Nike Training Club app (which became the fastest iOS app to 1M downloads), and the UK’s favourite 118-118 ads of the 00s era. Spoiler alert: Matt and Marc do not agree!

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B-roll credits:

https://www.youtube.com/watch?v=BEPNoimiVR0

https://www.youtube.com/watch?v=TX9qSaGXFyg

https://www.youtube.com/watch?v=HK6y8DAPN_0&t=82s

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https://www.youtube.com/watch?v=qzjnKxWeSsc&t=14s

https://www.youtube.com/watch?v=y27FUQbwp1Q

https://www.youtube.com/watch?v=ax7wcShvrus&t=21s

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https://www.youtube.com/watch?v=e9W1wNLbOFA

https://www.youtube.com/watch?v=WgCWNorUx-4