Podcast Summary: Why That Worked – Episode #24: Pass/Fail—Breaking Down the Best and Worst in Branding

Release Date: June 16, 2025

Introduction to "Pass or Fail" Segment

In Episode #24 of Why That Worked presented by StoryBrand.ai, hosts Donald Miller and Kyle Reed introduce an exciting new segment titled "Pass or Fail." This segment is designed as a rapid-fire evaluation where they assess various branding strategies, campaigns, and figures, determining whether they succeed ("Pass") or fall short ("Fail"). The aim is to dissect these examples to extract actionable insights that listeners can apply to their own branding efforts.

Kyle Reed kicks off the new segment:

"Today we're kicking off a brand new segment we're calling pass or fail. These are rapid fire takes."
(00:24)

Segment 1: Deion Sanders' Draft Messaging – Pass or Fail

The first subject of the "Pass or Fail" segment is Deion Sanders, specifically focusing on his messaging during the recent NFL draft. Deion Sanders, a prominent figure in football, garnered significant attention when his son, Shadur Sanders, was drafted unexpectedly low despite being a top college quarterback.

Kyle Reed sets the stage:

"There was a big kind of narrative...Shadur Sanders...picked 144th in the draft."
(01:00)

Donald Miller evaluates Deion's approach:

"If you play the clip that got promoted...it didn't help him at all."
(02:30)

Assessment: Fail

Miller criticizes Deion Sanders for his messaging style, which appeared arrogant and self-centered, ultimately damaging his son's draft prospects. Instead of fostering trust and demonstrating team-oriented values, Sanders' approach was perceived as selfish, leading to negative perceptions among general managers and coaches.

"This guy is a diva. This guy's going to be trouble. This guy is all about himself."
(04:32)

Conclusion: Deion Sanders received a Fail grade for his messaging, highlighting the importance of prioritizing team success over individual ego in branding communications.

Segment 2: Provocative Brand Messaging – Pass or Fail

The hosts shift focus to brands utilizing provocative language in their messaging. Examples discussed include:

• Liquid Death: "Murder Your Thirst"
• Patagonia: "Don't Buy This Jacket"
• Cards Against Humanity: "A Party Game for Horrible People"

Kyle Reed introduces the topic:

"Using provocative words...Pass or Fail?"
(10:11)

Donald Miller reviews the examples:

1. Liquid Death

   "In hindsight, a massive pass in Grade A on just getting attention...a little bit of a fail on involving the nuance of your actual drink."
   (11:34)
   Miller acknowledges the brand’s success in attracting attention but critiques the disconnect between the edgy name and the actual product.

2. Cards Against Humanity

   "It's a very fun differentiator...extremely effective. One of the better taglines I think of all time."
   (13:03)
   Miller praises the brand for its clever and engaging tagline, effectively conveying the product's nature and appeal.

Assessment: Mixed – Pass for Cards Against Humanity, Nuanced for Liquid Death

Conclusion: Using provocative language can significantly enhance brand visibility and engagement when aligned with the product's essence. While Cards Against Humanity excels in this approach, Liquid Death presents a more complex case where the provocative name may overshadow product clarity for certain audiences.

Segment 3: Employee Generated Content (EGC) vs. User Generated Content (UGC) – Pass or Fail

The discussion transitions to the trend of Employee Generated Content (EGC) versus User Generated Content (UGC) in marketing strategies.

Kyle Reed explains the trend:

"EGC is employee generated content versus the traditional user generated content in your marketing."
(16:21)

Donald Miller analyzes the effectiveness:

"It's a balance between the both, but definitely user over employee. Yeah, because I will trust an Amazon review more than I'll trust the copy that the company is putting out."
(17:08)

Assessment: Pass for UGC, Mixed for EGC

Miller emphasizes that while EGC can showcase the company's internal culture and authenticity, UGC generally builds more trust among consumers as it comes from unbiased users. However, both content types can coexist harmoniously to enhance overall brand messaging.

"User generated feedback gives much more authority on whether or not I'm going to like or enjoy the product than it does by the person who works for the company."
(18:52)

Conclusion: User Generated Content (UGC) is favored for building trust and authenticity, whereas Employee Generated Content (EGC) can complement UGC by providing a behind-the-scenes look into the brand’s culture. The key is to balance both to create a comprehensive and trustworthy brand image.

Additional Insights and Recommendations

Donald Miller and Kyle Reed delve deeper into strategies for effectively leveraging UGC and EGC:

• Creating Story Loops: Miller highlights the power of story loops in campaigns, using an example where urgency and audience involvement drive engagement.

  "It opened a story loop and it gave the audience, the body politic, power over whether or not something happens."
  (22:00)

• Encouraging UGC: They discuss practical ways to solicit UGC, such as requesting short, focused videos that highlight product use, ensuring quality and relevance.

  "Send us a 15 second video of how you use this product... Keep it to under 15 seconds."
  (24:04)

• Balancing EGC and UGC: While UGC is prioritized for its trust factor, EGC remains valuable for showcasing the brand's human side and internal expertise.

  "If you're going to come up with a campaign like that, it has to be spelled out very, very clearly."
  (25:13)

Key Takeaways:

1. Clarity in Messaging: Ensure that all brand communications are clear and deliver value to the audience.
2. Balance Provocative Language: Use edgy or provocative language to stand out, but ensure it aligns with the product and audience expectations.
3. Leverage UGC for Trust: Encourage genuine user-generated content to build authenticity and credibility.
4. Complement with EGC: Use employee-generated content to humanize the brand and provide transparency about the company culture.

Conclusion

Episode #24 of Why That Worked provides valuable insights into effective and ineffective branding strategies through the "Pass or Fail" segment. By dissecting real-world examples, Donald Miller and Kyle Reed offer listeners practical advice on crafting clear, authentic, and engaging brand messages. The episode underscores the importance of balancing provocative language with product clarity and highlights the superior trustworthiness of user-generated content over employee-generated content, while also recognizing the unique benefits each can offer.

Notable Quotes:

• Donald Miller on Deion Sanders' messaging failure:

  "This guy is a diva. This guy's going to be trouble. This guy is all about himself."
  (04:32)

• Donald Miller on the effectiveness of Cards Against Humanity:

  "That's one of the better taglines I think of all time."
  (13:04)

• Donald Miller on the power of user-generated content:

  "User generated feedback gives much more authority on whether or not I'm going to like or enjoy the product than it does by the person who works for the company."
  (18:52)

For more insights on crafting effective brand messaging, visit StoryBrand.ai.