Michael Sugar, founder of Sugar 23, discusses the intersection of brands and entertainment. He highlights the power of entertainment to move culture and the potential for brands to participate in this space. However, he also acknowledges the challenges brands face in embracing entertainment, such as the need for education and the friction within organizations. Sugar emphasizes the importance of giving CMOs more space and time to innovate and create meaningful connections with audiences. He believes that brands can play a significant role in funding and shaping entertainment, leading to financial returns and brand loyalty.

Takeaways

Entertainment has the power to move culture and create meaningful connections with audiences.

Brands face challenges in embracing entertainment, including the need for education and overcoming internal friction.

CMOs should be given more space and time to innovate and create meaningful connections with audiences.

Brands have the opportunity to fund and shape entertainment, leading to financial returns and brand loyalty.

Chapters

00:00 Introduction to Michael Sugar and Sugar 23

04:10 What Michael Sugar Loves About Brands and Entertainment

09:08 The Challenges Brands Face in Embracing Entertainment

19:28 The Need for Education and Change in the Industry

27:05 The Opportunity for Brands to Fund Entertainment

35:14 The Change Michael Sugar Would Create in the Industry

40:44 Quick Fire Questions

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