Episode 1
Branding: is bullshit — Why a Brand Is an Entity, Not an Identity
In this first episode, I sit down to talk about why “Brand Is Bullshit” started as a book and turned into a whole way of thinking about marketing — and why most brand strategy work doesn’t survive contact with a real customer.
We get into what’s actually changed about how people (and increasingly, AI models) discover and trust a brand, and what that means for anyone building one right now.
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About this episode
Ryan Gooding explains why most branding advice fails the only test that now matters: whether a machine can identify you. In this episode Ryan Gooding argues that a brand is not a logo, a colour palette or a tone-of-voice document — to Google and to AI search engines, a brand is an entity with an identifier and a confidence score attached to it.
Ryan Gooding is the host of The Ryan Gooding Show and the author of Branding: is bullshit.