Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions

Shane sits down with Liquid Death Founder/CEO Mike Cessario to talk branding, politics, and the power of provocation. They dive into how Liquid Death turned Internet hate into a billion-dollar water brand, why execution matters more than ideas, and how cultural tension fuels marketing breakthroughs. Cessario draws parallels between brand-building and political strategy, analyzing figures like Gavin Newsom, AOC, Trump, and Bernie Sanders through a marketer’s lens. They explore the dangers of brands playing it too safe, the role of advertisers as modern-day censors, and the shifting landscape of media in the age of AI, social virality, and meme culture. Packed with war stories, from Brandy ventures to high-stakes Super Bowl ads, this episode is a masterclass in disruptive marketing, joined with part cultural commentary and banter between two media-savvy provocateurs. Don't miss a video! Subscribe NOW: ⁠⁠⁠⁠⁠⁠http://bit.ly/Subscribe-to-VICE-News⁠⁠⁠⁠⁠⁠ Check out VICE News for more: ⁠⁠⁠⁠⁠⁠http://vicenews.com⁠⁠ Learn more about your ad choices. Visit podcastchoices.com/adchoices