So… I was listening to a podcast recently where Scott Galloway says that brands are dead and when you look at the argument, He’s not wrong.

People used to trust brand names because they’re a shorthand. It isn’t so much what they promise and their values, but it’s the fact that they’re out there, and when big enough, they have something to lose by putting out anything that is, well, shit. Rory Sutherland posits this quite nicely where he uses the example of so many people buying McDonalds, because you can get a fairly decent meal with a low risk of getting explosive diarrhea… we trust that there will be a very low chance of negative consequences from choosing the “brand”. This gets complicated when you take into account political and social influences like the genocide in Gaza, where people are now choosing not to buy the brand which has nothing to do with their products.

Anyway, so what are consumers doing now? In the age of “mass diligence”, people trust other people—reviews, influencers, creators – above brands. If you want to find the best, local hotel anywhere in the world you’re planning to visit, you search for it and check the reviews. Do people trust and recommend it?

This is not to say, “ignore the brand”. That would be stupid. The brand will always be there. I would say the focus needs to be on looking at how the consumer will perceive it when they come across it – are you sending the right cues, using the right language, showing the right visual elements – all the brand-ish good stuff. That’s still important, but everything around it – your product, your values of your company, what you support and disassociate the brand with – that is now MORE important.

So if you’re starting a business, focus a bit on the brand but focus more on things that actually drive growth.

Here’s what you do instead:

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1. Make a product people want to use
If your product isn’t useful, no brand will save it.

• Make it easy to use
• Make it work better than the alternatives
• Make it worth the money

Ask yourself: Would someone recommend it after one try?

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2. Earn trust by showing proof
People don’t believe ads. They believe reviews and results.

• Share screenshots, case studies, testimonials
• Show before-and-after examples
• Offer a clear refund policy

Don’t tell people you’re good. Prove it.

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3. Put a face to your business
People trust other people more than companies.

• Share your story
• Use your name and face in your content
• Talk to your customers directly

Don’t hide behind a logo. Let people know who they’re buying from.

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4. Build a community, not a campaign
People want to connect—not just buy.

• Start a group, forum, or private chat
• Invite customers to give feedback
• Reward loyal buyers
• Email marketing rules in this space. USE IT.

This makes your product part of their life, not just a purchase.

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5. Focus on being found
You don’t need people to remember your name. You need them to find you when they need you.

• Optimise for Google, YouTube, Amazon
• Use real keywords people search for
• Make your product easy to buy

If you’re invisible, your “brand” doesn’t matter.

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6. Run ads that actually sell
Forget big branding campaigns. Start with small, measurable ads.

• Test different angles
• Track results
• Scale what works

You don’t need a tagline. You need conversions.
Here’s a breakdown of how to approach Meta ads with it’s new Andromeda AI.

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Ask yourself:

• If your logo disappeared, would anyone notice? who? what would they say?
• Can someone find you without knowing your name?
• Will people tell others about what you sell?

Build something useful. Earn trust. Get found.

That’s what works now.