Why Brands FAIL at Going Viral in 2026 | Rachel Allison - Jimmy's Jobs of the Future

Episode Overview

Podcast: Jimmy's Jobs of the Future
Episode Title: Why Brands FAIL at Going Viral in 2026 | Rachel Allison
Date: February 24, 2026
Host: Jimmy McLoughlin (Boxlight Creative Studio)
Guest: Rachel Allison, Founder of Axon Saw

This episode dives into the evolving landscape of PR, storytelling, and the myth of "going viral" in the world of branding in 2026. Rachel Allison, founder of the storytelling agency Axon Saw, brings her candid, reflective, and at times irreverent perspective on how brands connect with audiences, measure impact, and adapt to rapid shifts brought about by technology, especially AI. The conversation explores the challenges and rewards of building an agency, the realities of modern PR, the blurred lines between founders and their brands, and the values driving next-generation storytellers.

Key Discussion Points & Insights

Origins: The Birth of Axon Saw

Agency Name & Inspiration ([01:34]–[03:11]):
- Rachel discusses the creative (and chaotic) journey behind Axon Saw’s name—rooted in both heritage and the universal act of storytelling.
- “I went on a tangent for ages looking at like Jamaican words... Then I was like really cringe and started looking through Bob Marley lyrics... There was one that I was like, okay, this is actually quite good, which was ‘small acts.’... And then I remixed it to being axe and saw because I like the movement.” — Rachel ([02:39])
First Steps & Motivation ([03:14]–[05:13]):
- Rachel describes the leap from agency employee to entrepreneur, heavily influenced by the raw energy of clients like Slider Cuts and the encouragement (passive-aggressive) from friends.
- Memorable anecdote: The reality check from her first client on the intensity and non-glamorous side of entrepreneurship.

Agency Growth & Team Dynamics

From Solo to 15-Person Team ([06:25]):
- Rachel jokes about not always knowing what everyone does, but highlights the collaborative and varied roles within the agency.

The State & Evolution of PR

How PR Has Changed ([07:00]–[10:17]):
- Jimmy and Rachel reflect on how PR has expanded far beyond traditional media into content, social, and digital.
- “PR is about your public perception... that now spans so many different touch points.” — Rachel ([08:57])
- Degree programs can’t keep up: “I think you get a lot of historical insights which aren’t always helpful.” — Rachel ([07:54])
Campaigns That Matter: Why Most Brands Fail at Going Viral ([10:17]–[12:56]):
- Rachel cites Spotify Wrapped as a standout example—a campaign that truly broke through both within industry circles and with the general public.
- “They’re just telling you your own data... made it sexy with some storytelling... it’s like an actual cultural moment.” — Rachel ([11:16])
- Emphasizes the rarity of true virality and the difference between industry echo chambers and broad societal impact.

Shifting Cultures & Brand Storytelling

Old vs New School Tactics ([13:16]–[15:10]):
- Analyzing public figures like the Beckhams and politicians adopting owned channels for narrative control.
- “That opportunity to have full control over something you call a documentary... is the shift in PR.” — Rachel ([14:29])
Future of Political Communication ([15:10]–[16:29]):
- Predictions about politicians launching their own TV-style channels and the evolving intersection of personality and politics.

Measurement: The Metrics Maze

Defining “Viral” & Measuring Success ([16:41]–[20:38]):
- Rachel expresses exasperation at clients’ fixation on going viral.
- “Viral is the word that makes everyone feel physically ill when a client says it to you.” — Rachel ([17:01])
- “Brand ability to go viral is not that common... it’s normally very random shifts in culture.” — Rachel ([19:21])
- Warns against “one size fits all” metrics and advocates for bespoke, outcome-based measurement.
Advertising vs PR: The Value Gap ([20:43]–[22:00]):
- “Advertising has always had a better reputation... PR is about organic, so it’s a really hard metric to substantiate.” — Rachel ([20:44])

Team Culture, Brand, and Founder Identity

Blurring the Personal & Professional ([23:36]–[24:53]):
- Rachel admits her own voice and agency’s persona are tough to separate, with her team sometimes reining her in.
- “I would say that I’m way more rogue than the Axonsor brand... My team are quite a good gauge!” — Rachel ([24:16])
Team Alignment, Values, and Inclusion ([25:03]–[29:18]):
- The agency’s values center on empathy, moving the dial, inclusivity, and a refusal to settle for tired narratives.
- “If any other agency can do it, we’re probably not that gassed over putting it out into the world.” — Rachel ([28:15])
- Drive to spotlight “the emergers”—new voices and talent—in the industry.
Personal Values in Business ([29:33]–[30:44]):
- Both host and guest stress curiosity, humility, proactivity, and the importance of “just fucking Google it”.

Technology: The AI Era in PR

AI and Its Uncertain Impact ([30:44]–[34:58]):
- Rachel and Jimmy debate the real uses of AI: helpful tool, creative sparring partner, or purity killer?
- “I feel like it could be a tool that like revolutionizes stuff... but I’m not here to be a dinosaur.” — Rachel ([33:04])
- Surge in demand for in-person connection post-pandemic, and attention as a new premium.

LinkedIn and the Power of Digital Networking

LinkedIn as a “Soft Power” Platform ([37:12]–[39:01]):
- Rachel champions LinkedIn’s role in her network-building, especially for breaking into industry without traditional connections.
- “The reason I love LinkedIn is because none of my friends were there. So I didn’t feel judged... I was actually quite raw and authentic.” — Rachel ([37:34])
Relaunch Case Study: Goalhanger ([39:15]–[42:38]):
- Insights into high-impact podcast branding; trust and host recommendation as the ultimate “conversion tool”.

Personal Journey & Cultural Reflections

First Jobs & Learning from Retail ([42:38]–[46:31]):
- Rachel’s path from washing hair and retail (Topshop as the gold standard) to PR.
- “I just loved shops that I would genuinely like a brand that felt represented me... That was my peak. And then that kind of weirdly led me into PR, actually.” — Rachel ([45:25])
British Soft Power, Culture, and the Global Stage ([46:31]–[49:58]):
- The UK’s “lost narrative”: Once a creative powerhouse, now lacking a cultural unifier, especially compared to K-pop.
- “We don’t have that. We lost sight of that. And I think that’s where it’s a bit worrying... I still think we’ve got an edge when it comes to, like, creativity and arts.” — Rachel ([48:48])

Notable Quotes & Memorable Moments

“Viral is the word that makes everyone feel physically ill when a client says it to you.” — Rachel ([17:01])
“Spotify Wrapped... they’re just telling you your own data... it’s like an actual cultural moment.” — Rachel ([11:16])
“I would say that I’m way more rogue than the Axonsor brand... My team are quite a good gauge!” — Rachel ([24:16])
“If any other agency can do it, we’re probably not that gassed over putting it out into the world.” — Rachel ([28:15])
“The reason I love LinkedIn is because none of my friends were there.” — Rachel ([37:34])
“It’s not harder to do. I just think that you get paid for a lot longer [because everyone can do it].” — Rachel ([27:12])
“We don’t have that... I still think we’ve got an edge when it comes to creativity and arts and everything else. I don’t know why we’re not investing in that.” — Rachel ([49:23])

Timestamps for Important Segments

[01:34] – Axon Saw’s name and founding story
[07:00] – The seismic changes in PR
[10:17] – What does successful, viral storytelling look like?
[13:16] – Celebrity & political narrative control; Beckham/PR analogies
[16:41] – Measuring success: why “viral” is the wrong metric
[23:36] – Founder/brand alignment & boundaries
[25:03] – Building agency culture and values
[30:44] – The coming AI wave, in-person event resurgence
[37:12] – LinkedIn as Rachel’s network (and soft power) hack
[39:15] – Goalhanger case study: the power of trusted hosts
[42:38] – Rachel’s first jobs and retail lessons
[46:31] – Past, present, future of British cultural power

Episode Takeaways

The definition of PR and virality is in flux—brand “success” demands both cultural astuteness and emotional intelligence, not just data.
“Viral” can rarely be engineered: the most impactful campaigns tap into universal truths, not just buzz metrics.
Tools like AI and platforms like LinkedIn democratize opportunity but also raise the bar for authenticity and strategic experimentation.
Cultivating inclusive, value-driven agency culture helps attract and nurture emerging talent and perspectives.
The UK needs to rediscover its cultural identity to remain relevant on the global stage.

Episode Overview

Key Discussion Points & Insights

Origins: The Birth of Axon Saw

Agency Name & Inspiration ([01:34]–[03:11]):
- Rachel discusses the creative (and chaotic) journey behind Axon Saw’s name—rooted in both heritage and the universal act of storytelling.
- “I went on a tangent for ages looking at like Jamaican words... Then I was like really cringe and started looking through Bob Marley lyrics... There was one that I was like, okay, this is actually quite good, which was ‘small acts.’... And then I remixed it to being axe and saw because I like the movement.” — Rachel ([02:39])
First Steps & Motivation ([03:14]–[05:13]):
- Rachel describes the leap from agency employee to entrepreneur, heavily influenced by the raw energy of clients like Slider Cuts and the encouragement (passive-aggressive) from friends.
- Memorable anecdote: The reality check from her first client on the intensity and non-glamorous side of entrepreneurship.

Agency Growth & Team Dynamics

From Solo to 15-Person Team ([06:25]):
- Rachel jokes about not always knowing what everyone does, but highlights the collaborative and varied roles within the agency.

The State & Evolution of PR

How PR Has Changed ([07:00]–[10:17]):
- Jimmy and Rachel reflect on how PR has expanded far beyond traditional media into content, social, and digital.
- “PR is about your public perception... that now spans so many different touch points.” — Rachel ([08:57])
- Degree programs can’t keep up: “I think you get a lot of historical insights which aren’t always helpful.” — Rachel ([07:54])
Campaigns That Matter: Why Most Brands Fail at Going Viral ([10:17]–[12:56]):
- Rachel cites Spotify Wrapped as a standout example—a campaign that truly broke through both within industry circles and with the general public.
- “They’re just telling you your own data... made it sexy with some storytelling... it’s like an actual cultural moment.” — Rachel ([11:16])
- Emphasizes the rarity of true virality and the difference between industry echo chambers and broad societal impact.

Shifting Cultures & Brand Storytelling

Old vs New School Tactics ([13:16]–[15:10]):
- Analyzing public figures like the Beckhams and politicians adopting owned channels for narrative control.
- “That opportunity to have full control over something you call a documentary... is the shift in PR.” — Rachel ([14:29])
Future of Political Communication ([15:10]–[16:29]):
- Predictions about politicians launching their own TV-style channels and the evolving intersection of personality and politics.

Measurement: The Metrics Maze

Defining “Viral” & Measuring Success ([16:41]–[20:38]):
- Rachel expresses exasperation at clients’ fixation on going viral.
- “Viral is the word that makes everyone feel physically ill when a client says it to you.” — Rachel ([17:01])
- “Brand ability to go viral is not that common... it’s normally very random shifts in culture.” — Rachel ([19:21])
- Warns against “one size fits all” metrics and advocates for bespoke, outcome-based measurement.
Advertising vs PR: The Value Gap ([20:43]–[22:00]):
- “Advertising has always had a better reputation... PR is about organic, so it’s a really hard metric to substantiate.” — Rachel ([20:44])

Team Culture, Brand, and Founder Identity

Blurring the Personal & Professional ([23:36]–[24:53]):
- Rachel admits her own voice and agency’s persona are tough to separate, with her team sometimes reining her in.
- “I would say that I’m way more rogue than the Axonsor brand... My team are quite a good gauge!” — Rachel ([24:16])
Team Alignment, Values, and Inclusion ([25:03]–[29:18]):
- The agency’s values center on empathy, moving the dial, inclusivity, and a refusal to settle for tired narratives.
- “If any other agency can do it, we’re probably not that gassed over putting it out into the world.” — Rachel ([28:15])
- Drive to spotlight “the emergers”—new voices and talent—in the industry.
Personal Values in Business ([29:33]–[30:44]):
- Both host and guest stress curiosity, humility, proactivity, and the importance of “just fucking Google it”.

Technology: The AI Era in PR

AI and Its Uncertain Impact ([30:44]–[34:58]):
- Rachel and Jimmy debate the real uses of AI: helpful tool, creative sparring partner, or purity killer?
- “I feel like it could be a tool that like revolutionizes stuff... but I’m not here to be a dinosaur.” — Rachel ([33:04])
- Surge in demand for in-person connection post-pandemic, and attention as a new premium.

LinkedIn and the Power of Digital Networking

LinkedIn as a “Soft Power” Platform ([37:12]–[39:01]):
- Rachel champions LinkedIn’s role in her network-building, especially for breaking into industry without traditional connections.
- “The reason I love LinkedIn is because none of my friends were there. So I didn’t feel judged... I was actually quite raw and authentic.” — Rachel ([37:34])
Relaunch Case Study: Goalhanger ([39:15]–[42:38]):
- Insights into high-impact podcast branding; trust and host recommendation as the ultimate “conversion tool”.

Personal Journey & Cultural Reflections

First Jobs & Learning from Retail ([42:38]–[46:31]):
- Rachel’s path from washing hair and retail (Topshop as the gold standard) to PR.
- “I just loved shops that I would genuinely like a brand that felt represented me... That was my peak. And then that kind of weirdly led me into PR, actually.” — Rachel ([45:25])
British Soft Power, Culture, and the Global Stage ([46:31]–[49:58]):
- The UK’s “lost narrative”: Once a creative powerhouse, now lacking a cultural unifier, especially compared to K-pop.
- “We don’t have that. We lost sight of that. And I think that’s where it’s a bit worrying... I still think we’ve got an edge when it comes to, like, creativity and arts.” — Rachel ([48:48])

Notable Quotes & Memorable Moments

“Viral is the word that makes everyone feel physically ill when a client says it to you.” — Rachel ([17:01])
“Spotify Wrapped... they’re just telling you your own data... it’s like an actual cultural moment.” — Rachel ([11:16])
“I would say that I’m way more rogue than the Axonsor brand... My team are quite a good gauge!” — Rachel ([24:16])
“If any other agency can do it, we’re probably not that gassed over putting it out into the world.” — Rachel ([28:15])
“The reason I love LinkedIn is because none of my friends were there.” — Rachel ([37:34])
“It’s not harder to do. I just think that you get paid for a lot longer [because everyone can do it].” — Rachel ([27:12])
“We don’t have that... I still think we’ve got an edge when it comes to creativity and arts and everything else. I don’t know why we’re not investing in that.” — Rachel ([49:23])

Timestamps for Important Segments

[01:34] – Axon Saw’s name and founding story
[07:00] – The seismic changes in PR
[10:17] – What does successful, viral storytelling look like?
[13:16] – Celebrity & political narrative control; Beckham/PR analogies
[16:41] – Measuring success: why “viral” is the wrong metric
[23:36] – Founder/brand alignment & boundaries
[25:03] – Building agency culture and values
[30:44] – The coming AI wave, in-person event resurgence
[37:12] – LinkedIn as Rachel’s network (and soft power) hack
[39:15] – Goalhanger case study: the power of trusted hosts
[42:38] – Rachel’s first jobs and retail lessons
[46:31] – Past, present, future of British cultural power

Episode Takeaways

The definition of PR and virality is in flux—brand “success” demands both cultural astuteness and emotional intelligence, not just data.
“Viral” can rarely be engineered: the most impactful campaigns tap into universal truths, not just buzz metrics.
Tools like AI and platforms like LinkedIn democratize opportunity but also raise the bar for authenticity and strategic experimentation.
Cultivating inclusive, value-driven agency culture helps attract and nurture emerging talent and perspectives.
The UK needs to rediscover its cultural identity to remain relevant on the global stage.

wavePod

Why Brands FAIL at Going Viral in 2026 | Rachel Allison

Summary

Episode Overview

Key Discussion Points & Insights

Origins: The Birth of Axon Saw

Agency Growth & Team Dynamics

The State & Evolution of PR

Shifting Cultures & Brand Storytelling

Measurement: The Metrics Maze

Team Culture, Brand, and Founder Identity

Technology: The AI Era in PR

LinkedIn and the Power of Digital Networking

Personal Journey & Cultural Reflections

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Episode Takeaways

Transcript

Summary

Episode Overview

Key Discussion Points & Insights

Origins: The Birth of Axon Saw

Agency Growth & Team Dynamics

The State & Evolution of PR

Shifting Cultures & Brand Storytelling

Measurement: The Metrics Maze

Team Culture, Brand, and Founder Identity

Technology: The AI Era in PR

LinkedIn and the Power of Digital Networking

Personal Journey & Cultural Reflections

Notable Quotes & Memorable Moments

Timestamps for Important Segments

Episode Takeaways