Hitmakers: How Brands Influence Culture Episode: How to Brand Technology
Release Date: March 6, 2025
Hosts: Rei Inamoto & Ana Andjelic

Introduction: Exploring Tech Branding

In the latest episode of Hitmakers: How Brands Influence Culture, hosts Rei Inamoto and Ana Andjelic delve into a compelling discussion on whether technology companies can truly become brands. They explore the nuances that differentiate mere tech entities from culturally influential brands, using industry giants like Apple, Google, and Amazon as primary examples.

Apple as the Archetype of Tech Branding

Rei Inamoto opens the conversation by highlighting Apple's unique position in the tech landscape. He remarks, "companies like Apple has a stronger brand that lets people identify with the Apple brand and an Apple products versus say a Google or Microsoft or using Amazon and those" (04:16). Rei attributes Apple's brand strength to its exceptional execution and seamless customer experience.

Ana Andjelic concurs, emphasizing the foundational role of Steve Jobs in crafting Apple's brand mythology. She states, "What made Apple different is like Bill Gates doesn't have that story on that myth... it's almost like religion" (06:11). Ana argues that Apple's origin story, centered around Jobs as a visionary pirate challenging the status quo, creates an enduring myth that resonates across generations.

Execution vs. Myth: The Pillars of Branding

The hosts engage in a nuanced debate about the relative importance of execution and storytelling in building a brand. Rei focuses on Apple's meticulous execution: "they've been able to do in terms of how they show up in the world is the success of the Apple Stores and how that's become part of the experience as well" (04:20). He contends that Apple's consistent quality and curated experiences sustain its brand equity, even amidst incremental product innovations.

Conversely, Ana stresses the irreplaceable power of the brand myth. She highlights that while execution is crucial, the foundational story and emotional connection are what truly distinguish a brand: "the power of the brand is that story, that myth at, at the beginning" (09:45). Ana believes that without a compelling origin story, even excellent execution may not sustain a brand's cultural impact over time.

Beyond Apple: Branding in Other Tech Giants

The discussion shifts to other tech conglomerates like Google, Amazon, and Samsung. Rei questions whether these companies possess the same brand cache as Apple: "But do you think Amazon or Google has the same cache as a brand as Apple does?" (15:05). Ana responds by acknowledging their operational excellence but notes the absence of a unifying myth: "No, but they don't have a myth" (15:12).

A particularly interesting case emerges with Nvidia, a company traditionally known for computer graphic chips. Rei points out Nvidia's recent surge in attention: "they were just making chips... but in the recent few years... they've been able to consume so much of the attention of the business tech world" (30:00). Ana attributes this to Nvidia's timely positioning within the AI boom and an engaging founder presence, though she remains skeptical about the intentionality behind their branding success: "I think they're at the right time, at the right place, without competition" (31:19).

Embracing Characters and Mascots in Branding

A significant portion of the episode explores the emergence of characters and mascots in tech branding. Ana cites examples like Duolingo and Mailchimp, which utilize mascots to personify their brands: "they use those mascots to live in the world" (24:44). She contrasts this approach with Apple's strategy, where the brand is built around product excellence rather than character-driven storytelling.

Rei acknowledges the effectiveness of mascots but maintains that Apple's integration of product experience remains unparalleled: "the integration of every, like they do everything at a fairly high level" (18:02). The hosts agree that while mascots can enhance brand personality, they require a consistent and engaging narrative to resonate deeply with audiences.

Trends in Brand Expression: Nostalgia and Imagination

Towards the episode's conclusion, Ana discusses current trends in brand expression, emphasizing the blend of nostalgia and imagination. She observes, "thanks to AI, that the modern cultural expression is going towards more real and imaginary combining" (36:04). This trend is evident in brands like Burberry, which revitalizes classic symbols in contemporary campaigns, and the resurgence of iconic characters in new media formats.

Rei adds that this blending caters to the zeitgeist of time compression, where past and present coexist seamlessly in marketing narratives: "you have a character that is imagined character from... coming in and telling a story" (40:12). Both hosts agree that this approach taps into deeper emotional reservoirs, making brands more relatable and memorable.

Conclusion: The Future of Tech Branding

As the episode wraps up, Rei summarizes the key takeaway: "be an underdog and seize the moment" (33:09). The hosts underscore the importance of timing, storytelling, and execution in transforming a tech company into a cultural brand. They anticipate that future branding strategies will increasingly leverage nostalgia, characters, and seamless user experiences to maintain relevance in a rapidly evolving market.

Ana finalizes with a reflection on the dynamic nature of brand influence, stating, "You're taking things from our childhoods because of that time compression" (41:04). The episode concludes with an optimistic outlook on the potential for tech companies to forge deeper cultural connections through innovative branding practices.

Notable Quotes

• Rei Inamoto [04:16]:

  "companies like Apple has a stronger brand that lets people identify with the Apple brand and an Apple products versus say a Google or Microsoft or using Amazon and those."

• Ana Andjelic [06:11]:

  "What made Apple different is like Bill Gates doesn't have that story on that myth... it's almost like religion."

• Ana Andjelic [09:45]:

  "the power of the brand is that story, that myth at, at the beginning."

• Ana Andjelic [15:12]:

  "No, but they don't have a myth."

• Rei Inamoto [18:02]:

  "the integration of every, like they do everything at a fairly high level."

• Ana Andjelic [24:44]:

  "they use those mascots to live in the world."

• Rei Inamoto [33:09]:

  "be an underdog and seize the moment."

• Ana Andjelic [36:04]:

  "thanks to AI, that the modern cultural expression is going towards more real and imaginary combining."

• Rei Inamoto [40:12]:

  "you have a character that is imagined character from... coming in and telling a story."

Key Takeaways

• Execution and Quality: A seamless and high-quality customer experience is crucial in establishing a strong brand presence, as exemplified by Apple.

• Myth and Storytelling: Foundational myths and origin stories play a significant role in distinguishing brands and fostering emotional connections with consumers.

• Adaptive Branding: Tech companies must navigate the balance between operational excellence and compelling storytelling to remain culturally relevant.

• Character Utilization: Incorporating mascots and characters can humanize brands but requires consistent narrative integration to be effective.

• Cultural Trends: Leveraging nostalgia and imaginative storytelling aligns brands with contemporary cultural expressions, enhancing their influence.

Tune in next week as Rei and Ana continue to unpack the intricate relationship between brands and cultural influence, uncovering the strategies that make certain companies stand out in the crowded marketplace.