This week’s podcast is about the future state of brand partnerships and brand endorsements.
We Cover:
The fascinating area of marketing and advertising business and is an area to continue to explode.
We talk about the power of international superstars with challenger brands
The opportunity
The threat for brands and celebrities
Why celebrities are going to build out their own brands not have to endorse in the future
How smart brands are turning into media brands
Why some brands are desperate
Why we might see a blend
& What the future of brands is product placement, advertising and influencer and celebrity-based endorsements and promotion
And our future state aka hot takes on the brand partnerships and brand endorsement
The timeline below gives you the timestamps of the episode, the insights and links to what we reference and when; including must-read articles and must watch videos.
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The Timeline ⬇️
00:01 - April in 🏴 & loosening of lockdowns
02:50 - Segway - AJ 🥊 x Revolut 💳 (ad below)
03:26 - Being On-Brand Vs Off-brand
03:45 - Nick’s love and respect for AJ
04:46 - Glow in the dark debit card & campaign £1 to the independent gyms. Is the £50k Campaign enough?
05:26 - AJ as a growth tactic vs upgrades of existing customers
06:17 - Revolut brand values and relevancy
07:53 - “Authentic” issue vs finding the audience
08:31 - “Marketers doing their job” vs pressures from investors
09:11 - Your savings going into marketing campaigns acceptable for bank members
09:35 - Nick tells his story about charity and the art world with XR
12:19 - De-risk of the campaign
13:14 - Barstool Sports being the modern-day media brand and going over and above the government.
Barstool Sports - Call Her Daddy, the infamous podcast (Link to podcast)
Link to the chartable list, the sheer volume of Barstool Sports Podcasts is impressive
16:50 - Unpacking “purpose” and relevancy
17:50 - Equity payment vs payment for advertising
18:50 - Barstool sports day trading (link to story on founders day trading journey)
20:15 - Boxing, the UFC and MMA fight payments and the need for advertising and endorsements. Why Amir Khan is being smart doing reality TV vs more fights
21:56 - Jake Paul effect on boxing (PPV numbers)
24:25 - Values of boxing? Purists will hate the direction of YouTubers fighting
25:00 - The future of marketing & brand campaigns?
25:52 - The next phase - every brand becomes “a media company” & free consultancy from Danny
27:25 - Problem with live and lack of hiding bad content and campaigns with the internet
28:01 - Mike Tyson love of Jack Paul’s movement into boxing
Mike Tyson reference to Jake Paul and impact on Triller & Boxing
Youtube Video Link29:19 - Paige VanZant contract issue with UFC and having to join Bare Knuckle Fighting (and have “exclusive content” via her site)
30:38 - Brands looking for free coverage, expecting free advertising
31:45 - Celebrity started brands (George Clooney, Ryan Reynolds & The Rock)
33:01 - Maya Jama smart brand move and Danny predicting the AI future
2020 -
2021 -
2022 -
37:26 - White label & out of the box solutions for authentic brands and celebrities
38:29 - Danny tells his Ferne Cotton authenticity story (link to Ferne’s podcast)
39:20 - Danny challenges marketers to build better campaigns and be better partners
40:57 - "Joe Hart social media error” - Link
41:40 - @houselust Instagram shout out
43:17 - Nick’s challenge of thinking about great brands
Nike Dunk Series YouTube Series Link47:25 - Ryan the 9 year YouTuber selling $250m toys
48:32 - Brand demands - too much, too high
48:55 - The Future State - Aka The Hot Takes 🔥
Nicks The Future State
Authenticity & relevancy - authenticity key and forcing has to be stopped
Brand alignment to brand values
VR - continued raise of avatar influencers (eGaming, Miquela example)
Paid brand placement (& forced ads) - Netflix coca cola
53:57 - Danny’s The Future State
Brand cannot bandaid brand issues anymore with influencers. Brands have to be future seers to understand this
Value of content creators to platforms - creators create their own platforms (website, apps, platforms etc)
Art vs content - feed driven disposable content vs art that lasts for years
Platforms - masterclass unbundling & cameo (embracing quick, paid promotion)
Influencers have been around since the 1920s (Pepsi) - smarter ways of using influencers (issues with the likes of Monster energy drinks)
This is a very insightful look at how tech YouTuber (creator) MKBHD scales himself and the juggle it is to be a personality first media company
Key Points From The Podcast:
Anthony Joshua’s endorsement deals include Under Armour, Jaguar Land Rover, Beats Electronics, Sky Sports, Audemars Piguet (watches), DAZN (American sports channel), Electronic Arts, and Hugo Boss
How boxers make money 🥊
Reality TV, sponsorship, endorsement, advertising, own ventures
Like musicians, boxers have to have multiple incomes streams
MMA issues: Some fighters in the UFC and MMA make much more money in advertising than they do fighting, Paige VanZant is a prime example and was very vocal $40k for a fight, earning $400k for bare-knuckle fighting. Fighters only make $42k per fight from their outfit sponsors (Venom replaced reebok)
Movie Stars replacing the need for a big trailer with promoting the film on their social media channels (link)
Different levels of influencers
Thanks for listening
The Future State: Danny Denhard & Nick Walter
The Future State Of Brand Partnerships & Brand Endorsements