Hitmakers: How Brands Influence Culture – Season 1 Finale: "It's a Wrap!"

Release Date: April 3, 2025

In the final episode of the inaugural season of Hitmakers: How Brands Influence Culture, hosts Ana Andjelic and Rei Inamoto reflect on the journey of exploring how brands shape and are shaped by cultural dynamics. This episode, aptly titled "It's a Wrap!", delves into the overarching themes that emerged over the twelve episodes, offering insightful discussions on creativity, product-led branding, and the evolving landscape of major brands. Below is a detailed summary capturing the essence of their conversation.

1. Reflecting on the Journey

The episode begins with Ana welcoming Rei, who shares his recent experiences visiting Dubrovnik, Croatia. The hosts then transition into reflecting on the podcast's six-month journey since its inception in October 2024. Rei mentions the challenges and insights gained from participating in creative judging processes, setting the stage for a deeper exploration of the season's themes.

Notable Quote:

• Rei (00:29): "It's been almost six months."

2. The Art and Challenges of Judging Creativity

Rei discusses his mixed feelings about judging creative work in award shows. While he appreciates the concentrated evaluation of diverse entries, he critiques the often one-dimensional perspective such judging can present about the industry's breadth.

Notable Quotes:

• Rei (02:30): "There are no right or wrong answers... it was a healthy, healthy disagreement."
• Ana (04:55): "Pushing... putting discipline forward."

3. Creativity as a Business Mindset

A central theme of the conversation is redefining creativity beyond the traditional notion of a department or an end product. Both hosts advocate for viewing creativity as a pervasive mindset that permeates all aspects of a business, from product design to marketing strategies.

Key Points:

• Rei's Perspective: Avoiding labeling teams as "creative" to prevent implying exclusivity in creativity. Emphasizes collaboration across all functions to foster an innovative environment.

  Notable Quote:

  • Rei (06:48): "Creativity is actually a mindset and what rather than that being like a marketing catchphrase, it is actually solving problems in a creative way throughout the entire value chain."

• Ana's Insights: Emphasizes the importance of aligning creative initiatives with business objectives and integrating financial and executive perspectives from the outset.

  Notable Quote:

  • Ana (10:32): "Creativity is the approach, not the output."

4. Product-Led Branding and Aesthetics

Ana and Rei explore how leading brands prioritize product excellence as the foundation of their brand identity. They argue that exceptional products not only satisfy customers but also inherently build and sustain brand reputation.

Key Examples:

• Renault: Highlighted for its innovative initiatives that extend beyond typical marketing campaigns, demonstrating a company-wide commitment to creativity.

  Notable Quote:

  • Rei (16:51): "They had multiple pieces that were getting recognized because the company embraced that creative mindset."

• IKEA: Praised for its holistic and nimble approach to responding to cultural trends, ensuring that all departments—from innovation to sustainability—are aligned and responsive.

  Notable Quotes:

  • Ana (18:45): "IKEA is unified and has a holistic approach."
  • Rei (20:48): "I love the simplicity of their campaigns, like the IKEA text messaging initiative."

• Nike: Discussed in the context of recent struggles and strategic collaborations, emphasizing the need for consistent product innovation to maintain brand strength.

  Notable Quotes:

  • Rei (24:55): "Products are what builds brands."
  • Ana (29:36): "Their product needs to become amazing again."

5. Critique of Major Brands: Apple and Nike

The hosts critically assess the current standing of tech giant Apple and sportswear leader Nike, examining how these brands are navigating their cultural influence amidst evolving market dynamics.

Apple:

• Rei's Observation: Apple appears to be on a "slow downhill slope," with recent product announcements falling short of expectations. The shift towards AI features feels more like catch-up rather than innovation.

  Notable Quote:

  • Rei (25:07): "Apple is late to AI... they're on a slow downhill slope."

• Ana's Perspective: Recognizes Apple's strong customer loyalty and market penetration but questions the brand's future innovation trajectory.

  Notable Quote:

  • Ana (27:30): "Customer loyalty... we can coast for next xyz."

Nike:

• Rei's Insight: Despite high-profile campaigns like their Super Bowl spot, Nike's recent collaborations (e.g., with Skims) have sparked debate about brand alignment and cultural relevance.

  Notable Quote:

  • Rei (29:13): "Nike has been on a slippery slope for the past year or year and a half."

• Ana's Example: Highlights Nike's playful and authentic engagement with culture, such as their interactions with young athletes, as a strength amidst broader critiques.

  Notable Quote:

  • Ana (30:06): "Nike trolled New Balance in the Cooper Flag... it's about being real."

6. Final Takeaways: Embracing Creativity and Navigating AI

As the episode draws to a close, Ana and Rei offer encouraging reflections on the future of creativity in branding. They emphasize the boundless opportunities for brands to innovate and connect with audiences in meaningful ways. Additionally, they address the implications of artificial intelligence on the job market, particularly for recent graduates, advocating for thoughtful and purposeful use of AI as a tool to enhance creativity rather than replace it.

Key Points:

• Room for Creativity: Despite perceptions of market saturation, there remains ample space for brands to introduce playful, engaging, and impactful ideas.

  Notable Quote:

  • Rei (33:36): "It's kind of up to the individual, up to us, to think of creative, playful, fun ideas to impress the world."

• AI's Impact: AI presents both challenges and opportunities. While it may hinder some job prospects, those who leverage AI thoughtfully can enhance their creative capabilities and stand out in the competitive landscape.

  Notable Quotes:

  • Rei (35:37): "Just because you use AI doesn't mean that you are better."
  • Ana (35:58): "AI to help you do your job better... it's a thoughtful use of AI."

• Closing Philosophy: The hosts conclude with a powerful affirmation that "those who care more will win," underscoring the importance of passion and dedication in driving creative success.

  Notable Quote:

  • Rei (36:47): "Those who care more will win."

7. Concluding Thoughts

Ana and Rei wrap up the season by celebrating the collective insights and discussions that have defined Hitmakers Season 1. They express gratitude to each other and their listeners, hinting at the exciting developments awaiting in Season 2.

Notable Quote:

• Ana (37:12): "Thank you very much for being part of it. And thank you, everyone who listened to season one of Hitmakers."

Hitmakers: How Brands Influence Culture Season 1 successfully navigates the intricate relationship between brands and cultural influence, offering listeners a comprehensive understanding of how creativity, product innovation, and strategic branding shape the modern market landscape. As Ana and Rei sign off, they leave audiences with a resonant message: true creativity is a holistic mindset that, when nurtured, can drive brands to not only influence culture but also thrive within it.