We’re living in an era where your follower count might matter more than your product quality. It’s called “Ego-nomics” — and according to branding heavyweight Mike Abel, it’s changing everything about the way we buy, sell, and build brands.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Abel unpacked this cultural shift, arguing that attention has become the most valuable currency in today’s market. From TikTok therapists to YouTuber sports drinks, fame often eclipses function — and the result? A marketplace where personality has replaced product.

Abel points to the meteoric rise (and fall) of hype-driven brands like Prime, asking: what happens when the algorithm stops working in your favour? He contrasts these fads with legacy brands like Chanel or Apple — companies built on craftsmanship and consistency, not likes and lip gloss.

But is he being too harsh? Jeremy challenges Abel with examples like Kylie Jenner’s billion-dollar cosmetics empire. If a story drives sales and people are happy with the product, does it really matter how deep it runs?

Abel’s answer is nuanced: fast money, he argues, doesn’t equal long-term loyalty. Ego-fuelled brands may generate buzz, but they often fizzle out just as fast — leaving investors, employees, and customers chasing the next big thing.

This interview is packed with insight for anyone navigating today’s attention economy — whether you’re building a brand or buying into one.

To hear Mike Abel’s full take on hype vs heritage, listen to the full HOT Business interview below: