Oct 21, 2026 · 36 min · 12 segments
From building communities to shaping worlds – how brands can earn a seat at the table and unlock growth In this special live edition of the ReD podcast, we discuss how brands identify, enter, and play…
Alero AkuyaGuest
Stephen FairchildGuest
Matthew JanneyHostFilip LauGuest
We've talked a lot about how brands can contribute, but what happens when things go wrong? There are definitely sort of ways that brands can show up and it's perceived as inauthentic or it hasn't really understood the world.
And you and I were talking about quite a funny example earlier that maybe would be a nice way in.
Forget creativity because now we have AI and they can do the music and they can do the script and they can do the movie for you.
And it puzzled me how they could make such a big miscalculation of betraying the kind of community that
So, yes, what we're talking about here is you'd call it like breaking a norm or something.
But those sometimes, you know... breaking a norm can also be quite generative.
You know, I always think the example of Bob Dylan going to the Newport Folk Festival, bringing an electric guitar.
He broke a norm, right? And at first there was backlash and there was friction, but then ultimately he shaped a world Well, he broke away from that world.
Well, yeah, or you could say he shaped the world in his own image a little bit more.
So I wonder if there's sort of, if you could speak to any examples where there's been something that maybe has at first sort of seemed like it was breaking with a norm, but ultimately actually became very, very productive and beneficial for a brand because then they kind of became the key player in that world.
We've talked a lot about how brands can contribute, but what happens when things go wrong? There are definitely sort of ways that brands can show up and it's perceived as inauthentic or it hasn't really understood the world.
And you and I were talking about quite a funny example earlier that maybe would be a nice way in.
Forget creativity because now we have AI and they can do the music and they can do the script and they can do the movie for you.
And it puzzled me how they could make such a big miscalculation of betraying the kind of community that
So, yes, what we're talking about here is you'd call it like breaking a norm or something.
But those sometimes, you know... breaking a norm can also be quite generative.
You know, I always think the example of Bob Dylan going to the Newport Folk Festival, bringing an electric guitar.
He broke a norm, right? And at first there was backlash and there was friction, but then ultimately he shaped a world Well, he broke away from that world.
Well, yeah, or you could say he shaped the world in his own image a little bit more.
So I wonder if there's sort of, if you could speak to any examples where there's been something that maybe has at first sort of seemed like it was breaking with a norm, but ultimately actually became very, very productive and beneficial for a brand because then they kind of became the key player in that world.
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