Shane sits down with Liquid Death Founder/CEO Mike Cessario to talk branding, politics, and the power of provocation. They dive into how Liquid Death turned Internet hate into a billion-dollar water brand, why execution matters more than ideas, and how cultural tension fuels marketing breakthroughs. Cessario draws parallels between brand-building and political strategy, analyzing figures like Gavin Newsom, AOC, Trump, and Bernie Sanders through a marketer’s lens. They explore the dangers of brands playing it too safe, the role of advertisers as modern-day censors, and the shifting landscape of media in the age of AI, social virality, and meme culture. Packed with war stories, from Brandy ventures to high-stakes Super Bowl ads, this episode is a masterclass in disruptive marketing, joined with part cultural commentary and banter between two media-savvy provocateurs. #vicenews #news #shanesmithhasquestions #shanesmith #sshq #quantumcomputing Don't miss a video! Subscribe NOW: http://bit.ly/Subscribe-to-VICE-News Check out VICE News for more: http://vicenews.com Check out Shane's Substack: https://shanesmith.substack.com/ Get your fix with Zippix Toothpicks! Save 10% by using code Shane at http://www.ZippixToothpicks.com today. Must be 21+ Instantly book a top-rated doctor today at https://www.zocdoc.com/shane Shane Smith Has Questions SSHQ is a dynamic, apolitical podcast hosted by Shane Smith dedicated to getting to the bottom of prominent instances of misinformation and disinformation while revealing the fascinating fundamental truths (if there are any?) of the most interesting and convoluted social and political issues of our time. In Season 1, Shane discusses many of today’s most important topics such as Immigration, Covid, Immortality, Trump, Elections, Space, and more! Follow VICE News Here: TikTok: https://www.tiktok.com/@vicenews?lang=en Facebook: https://www.facebook.com/vicenews Twitter: https://twitter.com/vicenews Instagram: http://instagram.com/vicenews More videos from the VICE network: https://www.fb.com/vicevideo ============================= Chapters 00:00 Welcome, Mike Cessario! 01:36 The worth of an idea 07:53 Controlling Your Narrative 18:50 Shaping the Future of Political Messages 27:49 Turning Criticism into Success 34:38 The Brandy Revival Story 42:24 Who’s Winning at Branding? 50:52 Censorship, Lawfare, and Viral Ads 57:05 Brands as the New Censors 1:03:28 Final Thoughts, Social Media & the Future of Influence ============================= Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions https://www.youtube.com/channel/UCZaT_X_mc0BI-djXOlfhqWQ/