What happens when you mix a reality competition with real marketing briefs and throw Jimmy Fallon into the mix? You get On Brand, a bold new series from NBC where brand strategy takes center stage. Hosted by the former Chief Marketing Officer of Netflix, Bozoma Saint John, it’s a show that proves branding has officially entered the pop culture chat.
And this isn’t just about a TV show. It’s a cue for marketers and brands to rethink how stories, strategy, and audience attention now intersect.
A Marketing Competition Show? Fallon’s Got a New Angle
According to NBC, each episode of On Brand will feature a team of agency creatives going head-to-head to solve real branding challenges for major companies. Think Super Bowl-level ideas, earworm jingles, viral TikTok activations, the works. The winning concept comes to life through the brand, and yes, there’s prize money too.
Fallon says he’s excited to spotlight the “art and hustle” of branding. “I love branding, I love marketing, I love the world of advertising, and I think there are many people out there who do. This show lets the audience and our contestants get a peek behind the curtain of how campaigns for some of the biggest brands come together and what goes into making them. It’s exciting,” he told NBC.
In a world where marketers are often invisible behind the campaigns, On Brand gives them the moment and platform they’ve earned.
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Marketers Are the New Creatives, And Culture Is Taking Note
Marketers are no longer just behind the brand. They are the brand. Thanks to the rise of influencer marketing, TikTok creators, and social-led storytelling, today’s audience is savvier about how branding works and more curious about who’s pulling the strings. The creative director has become the creator. That cultural fascination is exactly what On Brand taps into.
According to HubSpot’s 2024 State of Marketing report, 74% of consumers now follow at least one brand account for entertainment, not just product updates. It’s no surprise that NBC sees marketing as a business driver and cultural capital worth broadcasting.
Why “On Brand” Reflects a Bigger Trend in Digital Storytelling
This series taps into a much bigger shift toward transparency, authenticity, and brand experiences that actually connect. The best marketing campaigns today don’t just sell, they resonate. That’s why Fallon’s creative agency format feels smart, timely, and right on trend.
It also captures the real-world challenge of building a brand in today’s fast-moving landscape. After all, a great idea has to be strategic, scroll-stopping, and built to last.
Branding Is the Product And Now It’s Entertainment, Too
The irony? A show about branding is branding. But that’s the point.
By turning the spotlight on the creative minds behind campaigns, On Brand attempts to elevate marketing from a behind-the-scenes function to a cultural centerpiece. The show highlights just how much thought, testing, and iteration go into a campaign that connects.
In 2025, branding isn’t just about logos or slogans; it’s about building narratives that travel across platforms and stick in consumers’ minds. Fallon’s series makes that truth tangible for a mainstream audience.
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What Marketers Can Take Away from This Cultural Shift
On Brand is both a validation and a call to level up for marketing professionals. As branding becomes part of pop culture, the responsibility to craft meaningful, socially aware, and creatively distinctive campaigns grows. That means leaning into transparency, being audience-first, and crafting messaging that lasts longer than a scroll.
It’s also a moment to reflect: Is your brand compelling enough to be watched? If not, it might be time to rethink how you tell your story.
As branding steps into the spotlight, the agencies helping shape those narratives, from campaign builders to brand identity strategists, are more crucial than ever.