Michael Sugar, founder of Sugar 23, discusses the intersection of brands and entertainment. He highlights the power of entertainment to move culture and the potential for brands to participate in this space. However, he also acknowledges the challenges brands face in embracing entertainment, such as the need for education and the friction within organizations. Sugar emphasizes the importance of giving CMOs more space and time to innovate and create meaningful connections with audiences. He believes that brands can play a significant role in funding and shaping entertainment, leading to financial returns and brand loyalty. Takeaways Entertainment has the power to move culture and create meaningful connections with audiences. Brands face challenges in embracing entertainment, including the need for education and overcoming internal friction. CMOs should be given more space and time to innovate and create meaningful connections with audiences. Brands have the opportunity to fund and shape entertainment, leading to financial returns and brand loyalty. Chapters 00:00 Introduction to Michael Sugar and Sugar 23 04:10 What Michael Sugar Loves About Brands and Entertainment 09:08 The Challenges Brands Face in Embracing Entertainment 19:28 The Need for Education and Change in the Industry 27:05 The Opportunity for Brands to Fund Entertainment 35:14 The Change Michael Sugar Would Create in the Industry 40:44 Quick Fire Questions Hosted on Acast. See acast.com/privacy for more information.