Episode Summary: "How You Build a Brand That Actually Wins in 2025" | Adweek Leadership Voices

Podcast: The GaryVee Audio Experience
Host: Gary Vaynerchuk
Episode Release Date: June 20, 2025

In this episode of The GaryVee Audio Experience, Gary Vaynerchuk delves deep into the intricacies of building a successful brand in 2025. Through an engaging conversation with his guest, Gary shares invaluable insights drawn from his extensive experience as an entrepreneur, CEO, and content creator. The discussion spans various facets of brand building, company culture, client relationships, and the evolving landscape of marketing and technology.

1. VaynerMedia: A Unique Creative Powerhouse

Timestamp: 00:15 – 01:57

Gary begins by highlighting what sets VaynerMedia apart in the competitive media landscape. He emphasizes the agency's independence and integrated approach, combining media and creative teams under one roof without the fragmentation typical of holding companies.

“VaynerMedia has hundreds and hundreds of employees both in media and creative and they work together every day. So we're dramatically more integrated.”
— Gary Vaynerchuk [00:30]

He proudly mentions the agency's achievements, including producing 16 Super Bowl spots in recent years, and positions social creative as the new cornerstone for brand building. Gary asserts that VaynerMedia's commitment and talent in social creative make it a leader in the industry.

2. VaynerX: A Diverse Holding Company

Timestamp: 01:57 – 04:46

Transitioning to VaynerX, Gary describes it as a multifaceted holding company encompassing various ventures beyond traditional agencies. From publishing platforms like PureWow.com to unique entities like the Sasha Group, VaynerX embodies a "hodgepodge" of companies dedicated to getting things done efficiently and creatively.

“VaynerX is the holding company. When we bought Gallery media Group or PureWow.com more specifically before we created other websites and properties and publishing... that's unique.”
— Gary Vaynerchuk [02:30]

He underscores the company's distinctiveness through its diverse portfolio, including barter agencies and cost-effective production services, all led by passionate leadership like Andrea, who's steering global operations. Gary also highlights VaynerX's culture of conviction balanced with humility, often saying no to opportunities that might dilute the brand's integrity.

3. Veefriends: A Creative Outlet and Brand Builder

Timestamp: 04:46 – 07:55

Veefriends emerges as Gary's personal creative playground, allowing him to experiment and innovate outside the client-driven agency environment. He elaborates on the project’s multifaceted nature, encompassing intellectual property similar to Pokémon and Marvel, a successful kids' book, a YouTube show, a Topps trading card set, and a thriving NFT project.

“Veefriends allows me to do it my way, all the way.”
— Gary Vaynerchuk [05:30]

Gary reflects on the constraints of agency work, where client demands often override creative instincts. Veefriends, in contrast, embodies his vision of creativity unbound by client limitations, enabling him to connect with a younger demographic and propagate the values instilled by his mother.

4. Influences and Personal Philosophy: Lessons from His Mother

Timestamp: 07:55 – 10:22

Gary shares heartfelt anecdotes about his mother, attributing much of his empathetic and responsible nature to her upbringing. He recounts her strict yet compassionate parenting style, emphasizing accountability, responsibility, and deep-seated compassion.

“She taught me accountability, which is a lost art in parenting... She taught me compassion, empathy, sympathy, and love.”
— Gary Vaynerchuk [08:45]

These foundational lessons have profoundly influenced his leadership style and business ethos, fostering a culture of kindness and responsibility within his companies.

5. Client Relationships and Partnership Philosophy

Timestamp: 10:22 – 15:01

Discussing client dynamics, Gary emphasizes the importance of honesty, authenticity, and mutual respect in partnerships. He praises VaynerMedia's high client retention rate, attributing it to the agency's commitment to genuine and transparent relationships.

“We're looking for clients that are honest... authentic partnerships, where you can talk about the good, the bad, or the ugly.”
— Gary Vaynerchuk [11:10]

Gary also touches on the agency's selective approach, choosing not to engage in every opportunity but rather focusing on collaborations that align with their values and expertise. This strategy ensures that VaynerMedia remains a trusted and effective partner for its clients.

6. The Founder’s Journey: From Wine Library TV to VaynerMedia

Timestamp: 15:01 – 18:08

Gary narrates his entrepreneurial journey, starting with transforming his father's wine business through innovative digital marketing strategies. From launching one of the first e-commerce sites and email newsletters in the wine industry to pioneering a successful YouTube show, Wine Library TV, Gary established himself as a visionary marketer early on.

“I was really the first mover on Twitter and an early investor in Facebook and Twitter, which really changed the course of my career.”
— Gary Vaynerchuk [17:00]

This foundation paved the way for the creation of VaynerMedia, initially focused on social media management for big brands like Campbell Soup, PepsiCo, and the NHL. Gary's foresight into the importance of social media in brand building set the stage for the agency's growth and success.

7. Core Principles and Team Mantras

Timestamp: 18:08 – 21:01

Gary outlines the guiding principles and mantras that drive VaynerMedia's success. He highlights the concept of the "Honey Empire," which emphasizes kindness, empathy, and positive interactions within the company. This philosophy fosters a supportive and collaborative work environment.

“We like to treat each other with honey over vinegar. It's a very big mantra here. Kindness matters. Kind candor.”
— Gary Vaynerchuk [19:00]

Additionally, Gary stresses the importance of resilience and strong leadership, advocating for "wartime generals"—leaders who excel under pressure and protect their teams during challenging times. This approach ensures that the company remains steadfast and effective, even in turbulent circumstances.

8. Embracing Trends and Cultural Shifts

Timestamp: 21:01 – 23:43

An avid trend watcher, Gary argues against the industry's tendency to dismiss trends as fleeting or irrelevant. He believes that understanding and engaging with current trends is crucial for brand relevance and success.

“Trends matter. I think relevance matters. I think a lot of brands need to figure out how to be authentically engaging with trends.”
— Gary Vaynerchuk [21:40]

Gary criticizes the traditional focus on television commercials, asserting that social media and authentic content creation are the true drivers of contemporary culture. He calls for the industry to adapt and recognize the transformative power of social trends in shaping consumer behavior.

9. Debunking Marketing Myths and Future Predictions

Timestamp: 23:43 – 28:38

Gary dismantles the prevalent myth that brand building hinges solely on television advertising. He asserts that in the modern landscape, social media is the cornerstone of brand development.

“The biggest myth is that... most people... think brand is built on a television spot. I think brand is built in social.”
— Gary Vaynerchuk [24:58]

Looking ahead, Gary discusses emerging trends such as live social shopping and the rise of AI influencers. He predicts a significant shift towards interactive and real-time commerce on social platforms, likening it to the evolution of QVC in the digital age.

“Live social shopping is... the QVCification of social media is here.”
— Gary Vaynerchuk [25:10]

Furthermore, Gary envisions a future dominated by AI influencers, blending Disney-like intellectual properties with digital personas to create a new wave of brand ambassadors.

“AI people are gonna be some of the biggest influencers in the world in 10 years.”
— Gary Vaynerchuk [26:52]

10. Early Experiences Shaping Leadership

Timestamp: 28:38 – 33:50

Reflecting on his formative years, Gary recounts his first job selling lemonade, which instilled in him a deep understanding of marketing and consumer behavior. He emphasizes the importance of strategic placement and attention-grabbing techniques learned during these early endeavors.

“I learned that marketing mattered and that I could sell the same amount of lemonade every day. But if the sign was better and placed in a better spot, that I'd sell more lemonade.”
— Gary Vaynerchuk [31:00]

These early lessons in marketing and attention management have been fundamental in shaping his approach to business and leadership, fostering a relentless pursuit of innovation and effectiveness.

11. Leadership Style and Team Success

Timestamp: 33:50 – End

Gary describes his leadership style as inherently kind and supportive, prioritizing the well-being and success of his team. He believes that fostering a positive and caring work environment leads to higher performance and client satisfaction.

“My team is built for success because they care and they're good people and I love them a lot.”
— Gary Vaynerchuk [33:50]

He highlights the importance of accountability and fearlessness within the team, ensuring that members are empowered to take initiative and drive results without compromising their integrity or the company's values.

Conclusion

In this insightful episode, Gary Vaynerchuk articulates a comprehensive vision for building a brand that thrives in 2025 and beyond. His emphasis on authenticity, trend engagement, and innovative use of technology serves as a blueprint for modern marketers and entrepreneurs aiming to create impactful and enduring brands. Through personal anecdotes and strategic wisdom, Gary underscores the importance of compassion, resilience, and creativity in navigating the ever-evolving landscape of brand building.

Notable Quotes:

• “We like to treat each other with honey over vinegar.” — Gary Vaynerchuk [19:00]
• “Trends matter. I think relevance matters.” — Gary Vaynerchuk [21:40]
• “AI people are gonna be some of the biggest influencers in the world in 10 years.” — Gary Vaynerchuk [26:52]
• “My team is built for success because they care and they're good people and I love them a lot.” — Gary Vaynerchuk [33:50]

This episode serves as a treasure trove of actionable insights and forward-thinking strategies for anyone interested in the future of brand building and marketing. Gary Vaynerchuk's candid reflections and visionary outlook provide listeners with both inspiration and practical advice to navigate the dynamic world of branding in 2025.