The GaryVee Audio Experience The Secret to a Valuable Brand: Why You Should Stop Buying What Others Like
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Jan 19, 2026 In this lively conversation at Art Basel, Gary Vaynerchuk shares his insights into the essence of brand value. He discusses how even everyday items like socks can gain significance through strong branding. Gary elaborates on his VeeFriends project, emphasizing the importance of promoting values such as kindness and empathy through intellectual property. He also reveals his strategic approach to fashion collaborations as a quick path for market entry, and defines culture in a broad context that includes niche interests.
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Brand Gives Priceless Meaning To Cheap Things
- Brands let cheap products command premium prices by attaching meaning to them.
- Gary Vaynerchuk shows this with Puma socks and bottled water becoming expressions of identity.
Plan Events For Serendipity Not Transactions
- Design activations to create serendipity, conversation, and relationship-building, not just transactions.
- Prioritize intent and karma over short-term deals when planning events like Art Basel or NBA All-Star.
IP And Comms Are The Real Currency
- Intellectual property and communications are the core of how societies assign value.
- Gary builds IP to both create business and to teach attributes like kindness and patience at scale.