Are Brands Losing Their Power? Scott Galloway Thinks So—But Is He Right?

Scott Galloway, professor of marketing at NYU’s Stern School of Business, is one of the most influential voices in branding today. A fixture on podcasts and at marketing conferences, his opinions carry weight—and one of his most provocative arguments is that traditional brands are on borrowed time.

Galloway believes the internet has fundamentally changed consumer behavior. With instant access to product information, peer reviews, and comparison tools, buyers no longer rely solely on brand recognition to guide their purchases. Historically, brands served as a shorthand for trust and quality, but Galloway argues that today’s transparency makes heavy investment in traditional brand-building—think Super Bowl ads or billboards—increasingly redundant.

He offers a personal example: Years ago, he’d default to luxury hotels like The Four Seasons when traveling. Now, he searches online for highly rated boutique stays—often discovering cheaper, more interesting options he’d never heard of. For him, the brand’s cachet matters less than the crowd’s verdict.

But Is This the Whole Story?

Galloway isn’t wrong—but he’s also a curious, analytical thinker with the time and inclination to research alternatives. Many consumers lack that luxury (or patience). In a time-crunched world, familiar brands still win. Walk into any supermarket, and you’ll see shoppers grabbing trusted household names without a second thought.

Why Brands Still Matter

A strong brand is more than a logo—it’s a promise. It signals consistency, quality, and identity, cutting through the noise of endless choices. Celebrities, for instance, are human brands, and their influence is undeniable:

• Hailey Bieber built Rhode, a skincare line, into a billion-dollar business.

• Kim Kardashian’s Skims shapewear generates $1 billion annually and is heading for an IPO.

• Rihanna became a billionaire largely through Fenty Beauty.

These stars didn’t start from scratch; their fame gave them a built-in audience. Social media and direct-to-consumer sales have made it easier than ever to leverage that recognition—the hardest part of scaling a brand (the first 100,000 customers) is already solved when your name carries weight.

The Vulnerability of "Mediocre" Brands

Galloway critiques brands that rely on advertising budgets rather than superior quality. He’s right: A mediocre product propped up by marketing is vulnerable. Consumers might try it once because of slick branding, but they won’t repurchase if it disappoints. In today’s competitive landscape, a "better mousetrap" can quickly disrupt complacent incumbents.

The Bottom Line

While the digital age has eroded some of brands’ traditional power, they’re far from obsolete. Trust and convenience still drive decisions—but brands can’t coast on recognition alone. In the long run, only those that deliver on their promises will survive.