Brand Matters this week looks at Amazon's Treasure Truck initiative and how it's selling an experience rather than a product. For a company that hasn't been known for good customer service, it's a refreshing effort to add some fun and delight to the Amazon shopping experience.

Introducing the new Brand Matters show logo. We took the concept of a cattle brand and brought it into the digital age with a bit of bling. Show producer Sebastian Liu shares his thought process behind the graphic.

This week's episode takes a look at how to value a brand from a consumer perspective. When a T-Mobile fan offered to get a visible T-Mobile logo tattoo in exchange for an iPhone 8, CEO John Legere jumped at the chance. We look at what T-Mobile did right to build a brand that generates this unique kind of publicity.

Show links:

Android Authority: Would you tattoo a T-Mobile logo on your arm for a free phone? One man did

Twitter: #TattooforPhilip

For Brand Matters episode 6, we look at Google's fun new pop-up donut shops for the Google Home Mini and examine the latest mobile app trends from China that could head overseas.

Show links:

Donuts with Google

eMarketer: What Makes Apps Thrive in China

Brand Matters goes over the With a Little Help from my Fans panel from Mondo NYC, discussing how data drives fan engagement to help you increase your fan base. We also look at Google's brand effectiveness for its October 4th Pixel 2 launch event.

For Episode 4, Josh Ong discuss the topic of Fans Take Center Stage from this week's Digital Music Forum panel. The show looks at the increasing importance that fans play in your digital strategy, and how to treat them as creative partners. Examples include Smule's Sing! Karaoke, the new Videobomb, and Live.me broadcaster Justina Valentine.

Show links:

NY Media Festival

Sing! Karaoke

Video Bomb

Justina Valentine

#FirstWorldProblems

For Episode 3, we take a look at brand stories from Tesla and Netflix that show how a brand can demonstrate empathy, accessibility, and action to build a stronger connection with the public. Plus we also look at 3 practical tips for live broadcasting.

Show links:

(Segment 1)

Billionaire Elon Musk responds to unhappy Tesla customer on a Friday night

In internal Tesla memo, Elon Musk says the way most companies communicate is 'incredibly dumb'

Hurricane survivor writes ‘SEND TESLA’ with the debris of destroyed home

Netflix Ends Unauthorized 'Stranger Things' Bar With A Super Classy Letter

(Segment 2)

3 Practical Tips for Live Broadcasting You Need to Know Right Now

Two major phones launched this week —iPhone X vs. Xiaomi Mi Mix 2, and we think one brand came away the winner. We also discuss the importance of internal communications for your brand.

The Brand Matters podcast is a new technology show hosted by Josh Ong, director of Global Brand Strategy & Communications, at Cheetah Mobile. The weekly show will discuss all things branding and technology.

Today for Episode 1, we look at what goes into a brand and why should we care?