So! and what a great step by Spotify. Why do I say it's branding? Well, Spotify's goal is to be the biggest name in not in but in audio. Spotify wants people to think about Spotify when they want to listen to something, anything.

That is Spotify's - to create a specific thought or emotion in people's brain, heart, or gut is the essence of branding. I know many of you think that branding is designing logo, or packaging and such, but it's just a common misconception. Logo design or packaging #design is exactly what it is: designing. it is the manifestation of the brand. Your logo is NOT your brand.

The strategy of Spotify means spending hundreds of millions on acquiring platforms and content because Spotify's desired outcome is to grow market share exponentially.

Buying some of the biggest, most searched for podcasts such as is the of Spotify's brand strategy.

I do think this M&A spree is highly expensive but when you want people not to think aboutwhen they think about audio you need to pay the price...

What would you do if you were Spotify?