{"id":1766221,"date":"2025-08-15T12:36:14","date_gmt":"2025-08-15T10:36:14","guid":{"rendered":"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions"},"modified":"2025-08-15T12:36:14","modified_gmt":"2025-08-15T10:36:14","slug":"video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions","status":"publish","type":"post","link":"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions","title":{"rendered":"Video: Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions"},"content":{"rendered":"<p><div class=\"youtube-embed\" data-video_id=\"JQ9MnCExG-o\"><div id=\"wpfp_2261e27e905cd6cd61ef511497d53f0a\" data-item=\"{&quot;sources&quot;:[{&quot;src&quot;:&quot;http:\\\/\\\/youtube.com\\\/watch?v=JQ9MnCExG-o&quot;,&quot;type&quot;:&quot;video\\\/youtube&quot;}],&quot;splash&quot;:&quot;https:\\\/\\\/cdn2.livetube.tv\\\/news\\\/wp-content\\\/uploads\\\/sites\\\/8\\\/2025\\\/08\\\/hqdefault-5MOEaY.jpg?sharp=1&quot;,&quot;duration&quot;:4419}\" class=\"freedomplayer flowplayer no-brand is-poster is-paused skin-youtuby no-svg fp-full  is-youtube is-youtube-standard\" data-fv-embed=\"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\/fvp\" style=\"position:relative; max-width: 100%; max-height: 100%; \" data-ratio=\"0.5625\" data-advance=\"false\" data-popup=\"{&quot;html&quot;:&quot;\\u003Cdiv class=\\u0022fv_player_popup fv_player_popup-1 wpfp_custom_popup_content\\u0022\\u003E\\u003Cdiv style=\\u0022margin: 10px;text-align: center\\u0022\\u003E\\r\\n    \\u003Ch3 style=\\u0022color: #ffffff;font-family: Montserrat, sans-serif;margin: 0\\u0022\\u003E\\r\\n        \\u003Cstrong\\u003EThis Video\\\/Livestream has ended.\\u003C\\\/strong\\u003E\\u003Cbr\\u003E\\r\\n        \\u003Cspan style=\\u0022font-size: 16px\\u0022\\u003EWatch replays and make money with your livestream - download the \\u003Cem\\u003ELiveTube App\\u003C\\\/em\\u003E.\\r\\n        \\u003Cbr\\u003E\\r\\n        \\u003Cspan style=\\u0022font-size: 16px\\u0022\\u003E\\r\\n            Available on iOS and Android: \\r\\n            \\u003Ca href=\\u0022https:\\\/\\\/litu.be\\\/dwld1\\u0022 style=\\u0022color: #ffffff;text-decoration: none\\u0022\\u003E\\u003Cstrong\\u003EDownload Now\\u003C\\\/strong\\u003E\\u003C\\\/a\\u003E\\r\\n        \\u003C\\\/span\\u003E\\r\\n    \\u003C\\\/h3\\u003E\\r\\n    \\u003Cp style=\\u0022font-size: 16px;margin-top: 20px\\u0022\\u003E\\r\\n        \\u003Ca href=\\u0022https:\\\/\\\/www.livetube.tv\\\/news\\u0022 style=\\u0022color: #ffffff;text-decoration: none\\u0022\\u003E\\r\\n            \\u003Cstrong\\u003EMore Latest News Videos Here\\u003C\\\/strong\\u003E\\r\\n        \\u003C\\\/a\\u003E\\r\\n    \\u003C\\\/p\\u003E\\r\\n\\u003C\\\/div\\u003E\\r\\n\\u003C\\\/div\\u003E&quot;,&quot;pause&quot;:false}\" itemprop=\"video\" itemscope=\"\" itemtype=\"http:\/\/schema.org\/VideoObject\" data-fv_stats_data=\"{&quot;player_id&quot;:0,&quot;post_id&quot;:1766221}\" data-engine=\"fvyoutube\">\n\t<div class=\"fp-ratio\" style=\"padding-top: 56.25%\"><\/div>\n\t<img decoding=\"async\" style=\"position:absolute;top:0;left:0;width:100%\" class=\"fp-splash\" alt=\"video\" src=\"https:\/\/cdn2.livetube.tv\/news\/wp-content\/uploads\/sites\/8\/2025\/08\/hqdefault-5MOEaY.jpg?sharp=1\" \/>\n\t<div class=\"fp-ui\" style=\"position:absolute\"><noscript>Please enable JavaScript<\/noscript><div class=\"fp-play fp-visible\"><svg class=\"fp-play-rounded-fill\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 100 100\"><defs><style>.a{fill:#000;opacity:0.65;}.b{fill:#fff;opacity:1.0;}<\/style><\/defs><title>play-rounded-fill<\/title><path class=\"fp-color-play\" d=\"M49.9217-.078a50,50,0,1,0,50,50A50.0564,50.0564,0,0,0,49.9217-.078Z\"\/><path class=\"b\" d=\"M35.942,35.2323c0-4.7289,3.3506-6.6637,7.446-4.2971L68.83,45.6235c4.0956,2.364,4.0956,6.2319,0,8.5977L43.388,68.91c-4.0954,2.364-7.446.43-7.446-4.2979Z\" filter=\"url(#f1)\"\/><\/svg><\/div><div class=\"fp-preload\"><b><\/b><b><\/b><b><\/b><b><\/b><\/div><\/div>\n\n<meta itemprop=\"name\" content=\"Video: Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions\" \/>\n        <meta itemprop=\"description\" content=\"https:\/\/www.youtube.com\/watch?v=JQ9MnCExG-o Source: YouTube Vices\" \/>\n        <meta itemprop=\"thumbnailUrl\" content=\"https:\/\/cdn2.livetube.tv\/news\/wp-content\/uploads\/sites\/8\/2025\/08\/hqdefault-5MOEaY.jpg?sharp=1\" \/>\n        <meta itemprop=\"contentURL\" content=\"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" \/>\n        <meta itemprop=\"uploadDate\" content=\"2025-08-15T12:36:14+02:00\" \/>\n<div class=\"fvfp_duration\">01:13:39<\/div><div class='fvp-share-bar'><ul class=\"fvp-sharing\">\n    <li><a class=\"sharing-facebook\" href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.livetube.tv%2Fnews%2Fvideo-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" target=\"_blank\"><\/a><\/li>\n    <li><a class=\"sharing-twitter\" href=\"https:\/\/twitter.com\/intent\/tweet?text=LiveTube+News+&url=https%3A%2F%2Fwww.livetube.tv%2Fnews%2Fvideo-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" target=\"_blank\"><\/a><\/li>\n    <li><a class=\"sharing-email\" href=\"mailto:?body=Check%20out%20this%20video%20from%20the%20LiveTube%20Newsroom%20I%20just%20found%21%3A%20https%3A%2F%2Fwww.livetube.tv%2Fnews%2Fvideo-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" target=\"_blank\"><\/a><\/li><\/ul><div><label><a class=\"sharing-link\" href=\"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" target=\"_blank\">Link<\/a><\/label><\/div><div><label><a class=\"embed-code-toggle\" href=\"#\"><strong>Embed<\/strong><\/a><\/label><\/div><div class=\"embed-code\"><label>Copy and paste this HTML code into your webpage to embed.<\/label><textarea><\/textarea><\/div><\/div>\n<\/div>\n<!-- link converted by FV Player  --><\/div><\/p>\n<p><\/p>\n<p>Source: <a href=\"https:\/\/www.youtube.com\/channel\/UCZaT_X_mc0BI-djXOlfhqWQ\" rel=\"noopener\">YouTube Vices<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>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. <\/p>\n<p>Cessario draws parallels between brand-building and political strategy, analyzing figures like Gavin Newsom, AOC, Trump, and Bernie Sanders through a marketer\u2019s 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. <\/p>\n<p>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.<\/p>\n<p>#vicenews #news #shanesmithhasquestions #shanesmith #sshq #quantumcomputing <\/p>\n<p>Don't miss a video! Subscribe NOW: http:\/\/bit.ly\/Subscribe-to-VICE-News<br \/>\nCheck out VICE News for more: http:\/\/vicenews.com<br \/>\nCheck out Shane's Substack: https:\/\/shanesmith.substack.com\/<\/p>\n<p>Get your fix with Zippix Toothpicks! Save 10% by using code Shane at http:\/\/www.ZippixToothpicks.com today. Must be 21+<\/p>\n<p>Instantly book a top-rated doctor today at https:\/\/www.zocdoc.com\/shane <\/p>\n<p>Shane Smith Has Questions<br \/>\nSSHQ 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\u2019s most important topics such as Immigration, Covid, Immortality, Trump, Elections, Space, and more!<\/p>\n<p>Follow VICE News Here:<br \/>\nTikTok: https:\/\/www.tiktok.com\/@vicenews?lang=en<br \/>\nFacebook: https:\/\/www.facebook.com\/vicenews<br \/>\nTwitter: https:\/\/twitter.com\/vicenews<br \/>\nInstagram: http:\/\/instagram.com\/vicenews<br \/>\nMore videos from the VICE network: https:\/\/www.fb.com\/vicevideo<\/p>\n<p>=============================<br \/>\nChapters<br \/>\n00:00 Welcome, Mike Cessario!<br \/>\n01:36 The worth of an idea<br \/>\n07:53 Controlling Your Narrative<br \/>\n18:50 Shaping the Future of Political Messages<br \/>\n27:49 Turning Criticism into Success<br \/>\n34:38 The Brandy Revival Story<br \/>\n42:24 Who\u2019s Winning at Branding?<br \/>\n50:52 Censorship, Lawfare, and Viral Ads<br \/>\n57:05 Brands as the New Censors<br \/>\n1:03:28 Final Thoughts, Social Media &amp; the Future of Influence<br \/>\n============================= <\/p>\n<p>Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions  https:\/\/www.youtube.com\/channel\/UCZaT_X_mc0BI-djXOlfhqWQ\/<\/p>\n","protected":false},"author":1,"featured_media":1766222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"limit_modified_date":"","last_modified_date":"","_uag_custom_page_level_css":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[59,715],"tags":[],"class_list":["post-1766221","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live","category-video"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.1 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Video: Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions<\/title>\n<meta name=\"description\" content=\"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\u2019s 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&#039;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&#039;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\u2019s 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\u2019s Winning at Branding? 50:52 Censorship, Lawfare, and Viral Ads 57:05 Brands as the New Censors 1:03:28 Final Thoughts, Social Media &amp; 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\/\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LiveTube News | Video: Why Playing It Safe Kills Brands ft. Mike Cessario | Shane Smith Has Questions\" \/>\n<meta property=\"og:description\" content=\"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\u2019s 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&#039;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&#039;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\u2019s 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\u2019s Winning at Branding? 50:52 Censorship, Lawfare, and Viral Ads 57:05 Brands as the New Censors 1:03:28 Final Thoughts, Social Media &amp; 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\/\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.livetube.tv\/news\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\" \/>\n<meta property=\"og:site_name\" content=\"LiveTube News\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/livetube\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/heroldsven\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-15T10:36:14+00:00\" \/>\n<meta name=\"author\" content=\"LiveTube\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@svenherold\" \/>\n<meta name=\"twitter:site\" content=\"@livetube\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"LiveTube\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.livetube.tv\\\/news\\\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.livetube.tv\\\/news\\\/video-why-playing-it-safe-kills-brands-ft-mike-cessario-shane-smith-has-questions\"},\"author\":{\"name\":\"LiveTube\",\"@id\":\"https:\\\/\\\/www.livetube.tv\\\/news\\\/#\\\/schema\\\/person\\\/296aedfcf497310e3290bf835bbab82d\"},\"headline\":\"Video: Why Playing It Safe Kills Brands ft. 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Cessario draws parallels between brand-building and political strategy, analyzing figures like Gavin Newsom, AOC, Trump, and Bernie Sanders through a marketer\u2019s 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\u2019s 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\u2019s Winning at Branding? 50:52 Censorship, Lawfare, and Viral Ads 57:05 Brands as the New Censors 1:03:28 Final Thoughts, Social Media &amp; the Future of Influence ============================= Why Playing It Safe Kills Brands ft. 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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\u2019s most important topics such as Immigration, Covid, Immortality, Trump, Elections, Space, and more! 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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\u2019s most important topics such as Immigration, Covid, Immortality, Trump, Elections, Space, and more! 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