Why That Worked #24: Pass/Fail—Breaking Down the Best and Worst in Branding

25 snips

Jun 18, 2025

Discover how impactful messaging can elevate or damage a brand's credibility. The hosts assess the transition from user-generated to employee-generated content, revealing its effectiveness in modern marketing. They analyze Shedeur Sanders’ NFL draft comments alongside the bold branding of Liquid Death. The conversation shifts to the art of messaging, distinguishing confidence from arrogance and the importance of storytelling in user reviews. Learn how to transform your messaging into a powerful trust-building tool.

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INSIGHT

Arrogance vs Team Confidence

Arrogance is often mistaken for confidence but it is actually selfishness and narcissism that damages trust.
Messaging should emphasize team contribution and shared goals, not individual dominance or control.

ADVICE

Communicate Team Value Clearly

Clearly explain how you will benefit the team or company, not just how great you are.
Be specific about the culture you aim to build and how you will support teammates.

ANECDOTE

Katy Perry's Space Messaging Win

Katy Perry's gracious and humble space experience messaging won hearts instead of playing the hero.
Making the story about how the experience humbles and inspires service builds greater connection.

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Exciting news, Hero Makers! We’re sharing a new episode of Why That Worked – Presented by StoryBrand.AI, with Donald Miller back in the host seat. This new show uncovers why certain ideas, brands, and strategies succeed—so you can think differently and apply those insights to your business and life.

We’re only sharing these episodes in the former Marketing Made Simple feed for a limited time! Catch them early every Monday by subscribing to the StoryBrand YouTube Channel or following Why That Worked wherever you listen to podcasts.

Now, enjoy this week’s episode of Why That Worked!

Messaging can make or break a brand. Whether you're launching a campaign, building a personal brand, or responding in real time, what you say and how you say it matters. One wrong sound bite can sink your credibility, while one clear, compelling message can unlock massive opportunity. The stakes are high, and yet most people treat messaging like an afterthought. So how do you know if your message is building trust or breaking it?

In this new “Pass/Fail” segment, Don and Kyle grade recent moments in marketing and culture through the lens of what worked and what flopped. They dig into Shedeur Sanders’ controversial NFL draft comments, the bold branding of Liquid Death, and the rise of user and employee-generated content. You’ll learn why arrogance isn’t confidence, what makes provocative branding effective, and how to turn your messaging into a trust-building asset. Listen in to learn what great messaging sounds like and how to avoid a fail.

Unlock the power of a framework that works—the StoryBrand Framework at StoryBrand.ai. It's like having the world’s best copywriter create high-converting marketing whenever you need it. Start your free 7-day trial at StoryBrand.ai.

Learn how to make your marketing and messaging work using a proven framework in the updated book, Building a StoryBrand 2.0. Order it now on Amazon or wherever you buy books!