Summary of "Should You Be Provocative? Best & Worst Rebrands, and What’s Next for Celsius"
The Prof G Pod with Scott Galloway
Release Date: June 30, 2025

In this engaging episode of The Prof G Pod, Scott Galloway tackles three primary topics: the balance between being provocative and authentic in personal branding, an evaluation of notable rebrands over the past decade, and an analysis of the future prospects for Celsius, a prominent energy drink company. Through insightful discussions and candid opinions, Scott provides listeners with valuable business strategies and critical assessments of current market trends.

1. Provocativeness vs. Authenticity in Personal Branding

Timestamp: 02:15 – 08:45

Scott opens the episode by addressing a question from Sam on Reddit about prioritizing provocation versus authenticity in building a personal brand. He emphasizes that these two elements are not mutually exclusive:

“I think it's not an either or. I think the more substance you have, the easier it is to be provocative.”
– Scott Galloway (04:30)

Scott underscores the importance of having a credible foundation backed by data and factual accuracy. He attributes much of his success to the credibility gained from his academic position at NYU:

“I'm convinced sense that a decent amount of my success is a function of the credibility I get from being on the faculty at NYU.”
– Scott Galloway (03:20)

When discussing provocation, Scott admits to using strong language and making bold statements, especially towards influential figures. He candidly shares his approach:

“I get angry, I curse, I use profane analogies, I call people out.”
– Scott Galloway (05:50)

He specifically criticizes Elon Musk, illustrating his willingness to challenge powerful individuals:

“Elon Musk is a rabid drug addict.”
– Scott Galloway (06:10)

However, Scott cautions against being provocative without substance, advising that truth and rigorous analysis should underpin any provocative statements:

“In sum, you want a peanut butter and chocolate of substance and rigorous analysis.”
– Scott Galloway (08:00)

2. Best and Worst Rebrands of the Past Decade

Timestamp: 08:46 – 10:06

Responding to naturalswimming247’s query on the best and worst rebrands, Scott offers his insights:

Best Rebrands:

• Premier League: Scott praises the Premier League's branding efforts, highlighting its cohesive and clean strategy over the last decade. He notes the effective use of colors and symbols to build individual and parent brands within the portfolio.

“The branding for the Premier League, the colors, the lion and they've done a great job of trying to build up their individual brands within the portfolio.”
– Scott Galloway (09:00)

• Dunkin Donuts to Dunkin: He commends Dunkin Donuts for simplifying their brand to "Dunkin," a move he describes as “a small piece of genius.”

“Going to Dunkin was sort of a small piece of genius.”
– Scott Galloway (09:10)

Worst Rebrands:

• Tesla: Scott criticizes Tesla's recent branding strategies, arguing that they alienate their core customer base by aligning too closely with political agendas.

“All right, who do EVs appeal to? Democrats. Who should I piss off? Democrat. That just made no sense.”
– Scott Galloway (09:30)

He points out the decline in Tesla’s sales and misaligned brand positioning:

“There's no automotive company in the world crashing faster in terms of revenue than Tesla right now.”
– Scott Galloway (09:45)

• HBO to Max: Scott laments HBO’s rebranding to "Max," labeling it as “the worst brand decision in media the last 10 years.”

“Max was the worst brand decision in media the last 10 years.”
– Scott Galloway (10:00)

3. The Future of Celsius Energy Drink

Timestamp: 10:25 – 12:30

In response to a question about Celsius, Scott provides a mixed analysis. He begins by outlining Celsius’s current market position as a "lighter, healthier" energy drink aimed at fitness enthusiasts and women, contrasting it with traditional energy drinks like Monster.

Scott expresses skepticism about the energy drink market's saturation and Celsius's financial stability:

“I have a mixed financial picture. In the first quarter of 2025, revenue of 320 million dropped by 7% yearly.”
– Scott Galloway (10:40)

He discusses Celsius’s aggressive advertising spend and recent acquisition of Alani Nu, questioning the long-term viability of such strategies:

“I think that's a hotel I want to go to after my fifth divorce in Hawaii.”
– Scott Galloway (11:00)

Ultimately, Scott advises caution for potential investors, suggesting diversification through ETFs focused on the energy drink sector rather than stock-picking individual companies:

“If you like the space, go into an ETF focused on the energy drink space and get a little bit of all of it.”
– Scott Galloway (12:00)

Conclusion

Scott concludes the episode by reiterating the importance of combining substance with provocation in personal branding and the necessity of thorough analysis in evaluating rebrands and market strategies. His candid and data-driven approach offers listeners actionable insights for navigating business and branding challenges.

Notable Quotes:

• “I think it's not an either or. I think the more substance you have, the easier it is to be provocative.”
  – Scott Galloway (04:30)

• “I get angry, I curse, I use profane analogies, I call people out.”
  – Scott Galloway (05:50)

• “Max was the worst brand decision in media the last 10 years.”
  – Scott Galloway (10:00)

• “If you like the space, go into an ETF focused on the energy drink space and get a little bit of all of it.”
  – Scott Galloway (12:00)

This episode showcases Scott Galloway's ability to blend sharp business acumen with bold, unapologetic commentary, offering listeners both strategic insights and thought-provoking perspectives on contemporary business issues.