Morning Brew Daily: Can Liquid Glass Save Apple's Dominance? & Power Ranking Brands' Marketing

Release Date: June 20, 2025
Hosts: Neal Freyman and Toby Howell
Guest: Ashwin Krishna Swamy, Branding and Marketing Expert

Introduction

In this special Friday episode of Morning Brew Daily, hosts Neal Freyman and Toby Howell delve into the intricate world of branding and marketing with guest Ashwin Krishna Swamy. The episode explores Apple's recent Liquid Glass redesign, the emergence of celebrity-led ventures into unconventional sectors, the pitfalls of AI-centric marketing, and a spirited power ranking of various brands' marketing strategies.

Apple’s Liquid Glass Redesign: Strategy and Reception

Neal kicks off the discussion by addressing Apple's decade-long design paradigm shift to Liquid Glass, a new design language introduced in their latest iPhone models.

Ashwin Krishna Swamy (03:13):
"There's a stark contrast in feedback between platforms like TikTok and Twitter. Designers and older audiences on Twitter find the Liquid Glass aesthetically displeasing, citing visibility issues, while TikTok users celebrate its customization and playful appeal. This polarization highlights a common resistance to change among long-term users."

The conversation explores whether Apple drew inspiration from existing design elements, such as Microsoft's frosted glass, and the broader implications for user experience. Ashwin emphasizes the challenge Apple faces in balancing innovation with user familiarity, noting, “We don’t like change,” (03:59) a sentiment echoed by many long-time Apple enthusiasts.

Celebrity Entrepreneurship: Venturing Beyond Traditional Brands

Toby transitions the conversation to the trend of celebrities launching brands in unexpected sectors, highlighting the Smart List podcast's announcement of entering the mobile wireless industry.

Ashwin Krishna Swamy (06:21):
"Ryan Reynolds successfully launched Mint Mobile, selling it for around $1 billion. This sets a precedent for celebrities to explore sectors beyond beauty and alcohol, potentially into B2B and software-driven markets. As operational barriers for software decrease, we might see more celebrities venturing into tech-centric brands."

Ashwin contrasts this with traditional celebrity endorsements, suggesting a shift towards more hands-on involvement in product development. He further discusses the importance of authentic engagement over mere branding, “People can easily see a cash grab when celebrities rapidly launch multiple brands without genuine product-market fit,” (08:24).

The Pitfalls of AI-Centric Marketing

The hosts and Ashwin examine recent marketing missteps by tech companies attempting to leverage AI, citing examples like Google's ill-received ad during the Olympics and Duolingo's backlash over its AI-first strategy.

Ashwin Krishna Swamy (09:43):
"Companies often make AI the hero, neglecting to address the actual problems they solve for customers. Effective marketing should position AI as a tool that enhances user experience, not the focal point."

He criticizes the overuse of vague AI terminology in advertisements, remarking, “Billboards screaming ‘AI’ without clear messaging leave consumers confused,” (10:09). Ashwin advocates for a human-centric approach, where AI is portrayed as a facilitator for achieving desired outcomes, drawing from his experiences with customer data analysis and creative asset generation.

Branding Flops: HBO Max and Jaguar

The discussion shifts to branding failures, with a focus on HBO Max's frequent name changes and Jaguar's revamped visual identity.

Ashwin Krishna Swamy (15:25):
"Constant rebranding often signals internal instability, such as frequent changes in leadership or creative direction. For HBO Max, relentless name changes have led to increased public awareness, albeit not always positively."

He explains that large corporations like Walmart and Jaguar undergo rebranding to maintain consistency across vast design systems, which often go unnoticed by the general public until slight alterations spark noticeable reactions. Ashwin emphasizes the emotional investment consumers have in brand aesthetics, noting, “Design decisions are the easiest for the public to opine on, leading to strong reactions.” (19:27).

Successful Product Launches and Marketing Campaigns

Ashwin highlights Jake Paul’s successful launch of his men's body care line, W, contrasting it with Beyoncé’s more discreet approach with her hair care brand, Sacred. He attributes Jake Paul's success to his strategic use of attention-grabbing content and sustained promotion across his platforms.

Ashwin Krishna Swamy (20:23):
"Jake Paul’s intensive content strategy, including a viral lie detector test video that doubled as an ad, created widespread awareness and sustained interest, which is crucial for a creator-led brand’s success."

He underscores the importance of commitment and consistent messaging in building a brand, emphasizing that attention must be leveraged effectively to translate into successful market penetration.

Power Ranking Brands’ Marketing Strategies

In a lively segment, Ashwin power ranks various brands based on their current marketing effectiveness across different categories.

1. Running Brands: HOKA vs. Nike

   • HOKA: Ranked #1 for maintaining strong brand loyalty and effective marketing strategies.
   • Nike: Ranked #2 due to recent over-reliance on performance marketing and a retreat from retail, which has impacted their overall marketing balance.

2. Beverages: Red Bull vs. Monster vs. Celsius

   • Red Bull: Dominates the beverage category with innovative and engaging marketing stunts.
   • Celsius: Positioned well through extensive distribution and strategic product placement.
   • Monster: While effective, it slightly trails behind Red Bull and Celsius in day-to-day marketing efforts.

3. AI Technologies: OpenAI, Anthropic, Google Gemini, Meta

   • Google Gemini: #1 for humanizing AI in their Super Bowl ad, making it relatable and beneficial.
   • OpenAI: #2 for maintaining a dominant market position without overcomplicating marketing.
   • Meta and Anthropic: Ranks lower due to less coherent and impactful marketing strategies.

4. Celebrities in Marketing: Timothee Chalamet, Sydney Sweeney, Glenn Powell

   • Timothee Chalamet: Tops the list for his humble and relatable public persona.
   • Sydney Sweeney: Follows closely with strategic and attention-grabbing partnerships.
   • Glenn Powell: While effective, it doesn't quite match the impact of the top two.

5. Wellness Trends: THC Drinks, Creatine, Protein

   • THC Drinks: Ranked #1 for tapping into the declining alcohol consumption trend by offering a social lubricant alternative.
   • Creatine: #2, benefiting from positive shifts in public perception regarding its health benefits.
   • Protein: #3, facing challenges related to product efficacy and consumer skepticism.

Conclusion

The episode wraps up with the hosts reflecting on the dynamic landscape of branding and marketing. Ashwin Krishna Swamy provides actionable insights for launching brands in 2025, emphasizing the importance of social media integration, community building, and adapting to evolving consumer behaviors. The discussion underscores the necessity for authenticity, strategic engagement, and a deep understanding of market trends to navigate the complexities of modern branding.

Notable Quotes:

• “We don’t like change.” — Ashwin Krishna Swamy (03:59)
• “Everyone makes AI the hero and no one cares about AI.” — Ashwin Krishna Swamy (09:43)
• “Design decisions are the easiest for the public to opine on, leading to strong reactions.” — Ashwin Krishna Swamy (19:27)

For more insights and detailed breakdowns of the latest marketing trends, follow Ashwin Krishna Swamy on social media at @SchwinnabagoBrand.