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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…
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