How do you build brand inside a company where thousands of people, products and decisions can pull it in different directions?

Darryl Mascarenhas leads brand creative for Amazon Devices & Services. His answer starts with a deceptively simple idea: brands are myths. You build the story, create the systems that allow it to scale, and make sure nobody breaks it along the way.

This is a masterclass in what brand building actually looks like inside a massive organization.

Darryl talks about why craft is only half the job, why relationships matter just as much, and why the best creatives aren’t simply the people with the best ideas. They’re the people who can get those ideas through feedback, reviews and stakeholders and somehow make the work better in the process.

We get into:

How Amazon hires creative talent, and why great craft without the ability to communicate its value isn’t enough.

Why some brilliant creatives thrive in agencies but struggle inside large companies.

What Amazon actually needs from external agencies, studios and production partners, and why an incredible portfolio is only the beginning.

Why celebrity can work as a storytelling shortcut.

Why brand mythology matters more as organizations become larger and more complex.

How to balance investment in media with investment in the creative itself.

How side conversations, relationships and trust can be more effective than formal persuasion when you’re trying to move an idea through a company.

Why AI may make taste, perspective and traditional creative principles more valuable rather than less.

And why the final test for every new tool, campaign, partner and piece of content might be remarkably simple:

Don’t break the myth.

Second Wind is a podcast about the people, ideas and decisions reshaping the creative industries.