Under the Influence with Terry O’Reilly

Episode: Brand Envy

Date: November 15, 2025
Host: Terry O’Reilly
Podcast Network: Apostrophe Podcast Network

Episode Overview

In this engaging episode of Under the Influence, Terry O’Reilly explores the fascinating world of “brand envy” by looking at brands that have stood the test of time—some lasting for centuries. Drawing comparisons to the long-running success of Phantom of the Opera, Terry delves into how four iconic brands—Madame Tussauds, Dairy Queen, Aston Martin, and Bazooka Bubblegum—have managed to not only survive but thrive, thanks to their uniqueness, adaptability, and compelling stories.

Key Discussion Points & Insights

The Legacy of Longevity: Phantom of the Opera (01:51–06:50)

• Broadway’s Turning Point: Andrew Lloyd Webber’s Phantom arrives in a declining Broadway, kicks off a second “British Invasion” and sets records for longevity and revenue.
• Spectacle and Scale: The sheer scale and drama of the production—a 1,500-pound chandelier, 10 fog machines, and 125 people per performance—created a spectacle audiences flocked to see.
• Endurance & Change: Closed after 35 years and nearly 14,000 performances, demonstrating the value—and eventual limits—of enduring ideas.

“There is a lot to be said for ideas that last.”
—Terry O’Reilly (06:28)

Madame Tussauds: Wax, Celebrity, and Business Savvy (06:50–15:30)

• An Origin in the Macabre: Anna Marie Grocholz, aka Madame Tussaud, honed her wax modeling skills during the French Revolution, even making wax replicas of guillotined heads to display as political trophies.
• Relentless Promotion & Celebrity Focus: Tussaud toured England for 36 years, promoting her wax museum personally despite language barriers. Her vision—life-sized, fully-costumed celebrity wax models—created a sensation before the advent of photography.
• Lasting Appeal: Focus on notoriety and celebrity proved timeless; today the brand has 20 locations worldwide, hosting 10 million annual visitors.

“She focused on celebrities, glamour and sensationalism.”
—Terry O’Reilly (10:25)

• Fun Fact: Beatles wax heads used for Sgt. Pepper’s were auctioned in 2005 for $135,000 (15:15).

Dairy Queen: The Soft Serve Revolution (15:30–18:44)

• Innovation in Ice Cream: Sherb Noble and J.F. McCullough believed standard ice cream was too cold for maximal flavor; their “soft serve” was a hit from day one, selling 1,600 cones in 90 minutes at its 1938 debut.
• Franchise Pioneer: From 1 shop to over 7,000 locations in 19 countries, DQ innovated both product (the “Q” curl on each cone—now trademarked) and business model (franchising).
• Brand Evolution: Dairy Queen rebranded to DQ to highlight menu expansion, adapting with changing tastes while defending its signature curl in court.

“That curl…is a registered trademark. That’s why you don’t see a curl on cones at McDonald’s or Wendy’s. And Dairy Queen has gone to court to fight and protect that little ice cream curl.”
—Terry O’Reilly (15:54)

• Secrets & Surprises: The soft serve formula, like KFC’s blend of herbs and spices, is a closely guarded secret.

Aston Martin: Enduring Luxury with Bond Appeal (18:44–24:07)

• A Storied Brand: From its 1913 roots, Aston Martin overcame wars, multiple bankruptcies, and ownership changes, leveraging a blend of British engineering and racing heritage.
• Bond’s Car: The Aston Martin DB5’s starring role in Goldfinger propelled the brand into global pop culture, cementing its image of sophistication and gadgetry inextricably linked with James Bond.
• Collector’s Gold: Film-used DB5s have sold for over $6 million, with vintage models fetching upwards of $20 million.

“Aston Martin has been driven for over a century in spite of multiple bankruptcies and a parade of ownership, proving you can’t keep a good brand down.”
—Terry O’Reilly (33:31)

• Personal Touch: Terry’s own Corgi toy memories highlight how brands seep into childhood and nostalgia.

Bazooka Bubblegum: Sweetness, Comics, and Brand Reinvention (26:04–35:22)

• Inventing Identity: Bazooka launched in 1947, naming itself after a homemade musical instrument-turned military weapon.
• Marketing Magic: Original rollout (a roll of gum with “Atom Bubble Boy” comics) failed, but the addition of the iconic eye-patched Bazooka Joe and “fortune” comics fired up sales.
• Loyalty Programs: Kids could trade in comics for real prizes, driving fierce loyalty—and half a billion pieces sold annually by the late 1960s.
• Adapt or Die: In 2012, declining sales prompted a packaging and content rebrand, but consumer nostalgia for classic comics brought a throwback edition in 2019.

“They could recycle them every seven years. The main target for Bazooka was kids 6 to 13. And every seven years, a new generation arrived who were fresh to the comics.”
—Terry O'Reilly (31:50)

• Legacy in Comedy: Many Bazooka comics writers went on to pen for Laugh-In, The Carol Burnett Show, and SNL.

The Secret to Brand Longevity (Summary & Conclusion)

• Core Consistency, Willing Adaptation:
  Successful brands persist by maintaining their essential brand “core,” while evolving with times—freshening the product, the mascots, or even the menu.
• Icons that Roll with the Punches:
  Tussauds focuses on current celebrities, DQ adds hot food, Aston Martin preps its first electric model, and Bazooka reinvents its packaging/comics to suit new generations.

“Unlike Phantom of the Opera, which rarely made dramatic changes from its original version, each of these brands today survive because they did change. To keep up with the times…”
—Terry O’Reilly (34:15)

• Fun Fact: Bubblegum is pink because that was the only coloring available when first invented in 1928.

Notable Quotes & Memorable Moments

• On enduring brands:
  “There is a lot to be said for ideas that last.” (06:28 – Terry O’Reilly)

• On Madame Tussaud’s vision:
  “She focused on celebrities, glamour and sensationalism.” (10:25 – Terry O’Reilly)

• On Dairy Queen’s signature:
  “That curl…is a registered trademark. That’s why you don’t see a curl on cones at McDonald’s or Wendy’s.” (15:54 – Terry O’Reilly)

• On brand resurrection:
  “Each of these brands today survive because they did change. To keep up with the times…” (34:15 – Terry O’Reilly)

• On Bazooka comics:
  “Before long, kids were buying half a billion pieces of Bazooka gum every year.” (30:45 – Terry O'Reilly)

Timestamps for Key Segments

• Phantom of the Opera & Theme Introduction: 01:51–06:50
• Madame Tussauds: 06:50–15:30
• Dairy Queen: 15:30–18:44
• Aston Martin: 18:44–24:07
• Bazooka Bubblegum: 26:04–35:22
• Conclusion: Lessons in Longevity: 33:31–35:22

Takeaways

• Brands that last are fiercely unique and know how to evolve.
• The strongest brands create nostalgia, emotional connection, and sometimes even personal legends.
• Adaptation—without losing your brand core—is the greatest competitive advantage for legacy brands.

This episode is a must-listen for anyone fascinated by marketing, pop culture, or business history—full of vivid stories, sharp insights, and Terry’s trademark wit.