Uncensored CMO Brand isn't dead, the 95:5 rule & why AI is B2B's most powerful painkiller - Jon Lombardo and Peter Weinberg
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Jun 11, 2025 
Jon Lombardo and Peter Weinberg, co-founders of Evidenza and former LinkedIn veterans, challenge the claim that branding is dead. They affirm that a strong brand is crucial for survival, especially in B2B marketing. The duo discusses the 95:5 rule, which emphasizes brand recognition and investment for long-term success. They dive into how AI revolutionizes market insights, transforming traditional research and enhancing customer engagement. With a mix of humor and expertise, they outline the bright future of brands shaped by innovation.
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Italian Renaissance Costumes as Brand Assets
- Jon Lombardo and Peter Weinberg wear Italian Renaissance costumes as distinctive assets for their brand Evidenza.
- They use costumes to stand out in the low attention economy and gain memorability.
Critique of Galloway's Brand Views
- Scott Galloway's claim that "brand is dead" is demonstrably wrong and harmful to marketing.
- Galloway's marketing advice often ignores empirical evidence and over-relies on anecdotes.
Brand as Mental Shortcut for Decisions
- Brand remains crucial because humans rely on mental shortcuts for decision-making.
- AI and humans alike will prefer familiar brands for risk mitigation and decision justification.