Welcome back to Mayhem & Masterplans, your weekly chaos therapy session on business, branding, and all the mayhem in between. In this episode, Max, Simon, and Andreas finally tackle the topic they teased last time: BRANDING.But since this is Mayhem & Masterplans, we didn’t stop at theory—we went all the way from the Paris-Roubaix cobblestones to Nike’s brand crisis and the rise of hipster cycling subcultures.Here’s what’s on the branding menu this week:🔹 Sports, symbols & storytelling – Simon kicks off with a quiz on iconic sports branding. From Augusta’s green jacket to the Hell of the North—how symbols become cultural shortcuts. 🔹 Cycling’s underground glow-up – How cycling transformed from utility transport to street-style culture—and why this matters for brands in sports and beyond. 🔹 Bottom-up vs. top-down branding – The crew debates the difference between league-driven brands (NFL, F1) and community-rooted cultures (cycling, surfing, running). Andreas drops the theory: It’s all about people. 🔹 What is a brand anyway? – Max introduces Kevin Russell’s viral post "This is not a brand". Key takeaways? A logo is not a brand. A brand is the emotional connection you create—and the promise you actually keep. 🔹 Can corporate software have soul? – The trio debates why Microsoft Teams is meme-fodder, why Nike needs to rethink their digital brand experiences, and how small brands (like Andreas’ favorite guitar brand Aristides Guitars) can punch way above their weight with authenticity and excitement. 🔹 Culture vs. point of view – Why writing down values is worthless if your actions don’t follow—and why even small teams like Hypecast need a point of view, not just a branding guide.And of course, we closed on our signature playlist:🎵 Trinity of Heresy – Cradle of Filth (Andreas going full metal mode)🎵 LU (Mixed) – Pianika (Simon fueling up with his Juicy Large playlist)🎵 Guerrilla Radio – Rage Against The Machine (Max keeping the rage alive)🎧 Subscribe to Mayhem & Masterplans wherever you get your podcasts—and follow us for unruly branding debates, startup therapy, and questionable sports analogies:📍 Max on LinkedIn📍 Simon on LinkedIn📍 Andreas on LinkedIn📰 Sign up for our newsletter: The Mic Drop 🎙️ Produced by: Hypecast#MayhemAndMasterplans #BrandingMayhem #EmotionalConnection #CyclingCulture #HypecastProductions #CorporateBrandingDoneRight #GuerrillaMarketing #SubcultureBranding Hosted on Acast. See acast.com/privacy for more information.

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