JUST Branding

B2B rebrands do not fail because of the logo. They fail because the organisation was never aligned, the board never believed in it, and the rollout was treated like a campaign instead of infrastructure. In this episode with Martin Zarian of Factory39, we unpack the uncomfortable realities of branding inside complex organisations. If you work with complex B2B organisations or aspire to operate at board level, this conversation will sharpen how you think about brand as a financial asset, not a marketing layer. No fluff. No shiny case studies. Just the operational truth of what it really takes to make B2B branding work.

We’re joined by Nikkia Adolphe, Chief Innovation Officer at BrandSavor, to unpack the role PR plays in turning brand strategy into something people actually see, trust, and believe. With over 15 years leading communications and PR strategy for global brands like Amazon, Meta, and Ryder, Nikkia has worked at the sharp end of branding. Where positioning meets public perception. Where reputation is built or quietly eroded. And where strategy either earns attention or disappears.

We sit down with Debbie Millman, one of the most influential voices in design and brand thinking, to talk about what endures when trends fade and platforms shift. Learn more at https://justcreative.com/podcast Debbie is the host of Design Matters, the longest running podcast on design, launched in 2005. She is the co founder and chair of the Masters in Branding program at School of Visual Arts, and spent two decades at Sterling Brands leading work for global icons like Burger King and Tropicana. She is also the author of multiple books, including Why Design Matters and Brand Thinking. We go beyond surface level branding to unpack why personal branding can quietly trap creatives, how to define real brand DNA without freezing your identity, and how meaning is built honestly rather than manufactured theatrically. We also explore why big redesigns so often fail, how to separate non negotiable DNA from executional style, and the fastest way to create meaning without faking it. Along the way, Debbie shares what hundreds of interviews have taught her about creative careers, patience, and long term reputation. This conversation is for designers, strategists, founders, and creators who want their work to compound with integrity rather than perform for attention. And yes, we also touch on symbols, objects, and why the most powerful brands behave more like living systems than campaigns.

We’re closing out 2025 with a highlight reel from Season 6 of JUST Branding. This year we sat down with some serious heavy hitters, including Mark Ritson, Rory Sutherland, Marty Neumeier (round two), David Aaker (round two), Laura Ries, plus guests like Simon Dixon (DixonBaxi), Michael Bungay Stanier, Jay Clouse, and more. In this best of episode, Jacob and Matt pull the sharpest clips, biggest lessons, and most repeated themes that matter if you’re building a brand that lasts. What you’ll hear in this episode Branding basics that still win: meaning, relevance, relationships Positioning that actually works (and why “positioning” isn’t the goal) Strategic enemies and the power of contrast Leadership and alignment (yes, including the uncomfortable honesty) Culture as brand, not a side project Customer truth and the discipline of saying “not everyone” Problem framing and why the first answer is rarely the best Brand fame vs hype and playing the long game Execution realities, including SEO getting tougher in an AI driven world Community vs audience, and what participation really costs Featured clips in this highlight episode Branding earns its keep through meaning, relevance, relationships (Ep. 6.11, Simon Dixon) Positioning is not the end, it’s the start (Ep. 6.05, Mark Ritson) One page brand strategy thinking (Ep. 6.05, Mark Ritson) Strategic enemy creates value through contrast (Ep. 6.17, Laura Ries) Leadership endorsement is non negotiable (Ep. 6.01, Steve Noss) Brand alignment requires honesty (Ep. 6.03, Brandon Coleman Jr.) Culture is the brand, internally first (Ep. 6.15, David Aaker) Brands need a real relationship with culture (Ep. 6.08, Cyril Louis) Go wide on problem solving, don’t accept the first frame (Ep. 6.09, Rory Sutherland) Stay curious longer when coaching (Ep. 6.10, Michael Bungay Stanier) Not everyone is a customer (Ep. 6.11, Simon Dixon) Talk to your customers, find your core group (Ep. 6.02, Brandon Kim) Play drives innovation (Ep. 6.06, Melissa Dinwiddie) Hype vs fame, and why the long game wins (Ep. 6.19, Dan Cushing and Diego Borgo) Complexity happens for a reason, learn the client’s world (Ep. 6.18, James Greenfield) Influence matters (Ep. 6.02, Lida Citroën) Be careful entering politics and bandwagons (Ep. 6.04, Jeroen Reuven) SEO is harder with AI, so brand matters more (Ep. 6.14, Mordy Oberstein) ABM works when sales and marketing actually align (Ep. 6.07, Jennifer Mancusi) Audience is not community (Ep. 6.12, Jay Clouse) Season 7 kicks off late January 2026. Until then, hit follow, share this episode with a brand builder mate, and if you’ve got 30 seconds, a 5 star review on Apple Podcasts helps the show reach more people.

From Kickstarter to thriving brand, Brevitē is a case study in how a challenger wins without a war chest. Learn more at https://justcreative.com/podcast In this episode of JUST Branding, we sit down with Brandon Kim, co-founder of Brevitē, to unpack how a scrappy Kickstarter project became a beloved camera bag brand for photographers, creators, and everyday explorers. We get into the real strategy behind their early momentum, including how they positioned in a crowded category, what they got right about their audience, and how they balanced instinct, research, and creative direction to build a brand people want to be part of. Brandon also shares what bootstrapping taught them about pace, priorities, and protecting the “soul” of the brand while scaling operations. If you’re building a DTC brand, growing a challenger business, or trying to create genuine community instead of empty reach, this one’s packed with practical lessons you can steal. In this episode, you’ll learn: How Brevitē found whitespace in a saturated market What made their Kickstarter campaign resonate early How they approached positioning, identity, and brand voice The tradeoffs of bootstrapping versus outside investment How they built community and creator advocacy without chasing vanity metrics What’s next as Brevitē evolves from product to lifestyle

In this episode, Jacob and Matt sit down with Thumbcorp’s co-founders Dan Cushing and Diego Borgo to unpack what brand fame really looks like in the worlds of blockchain, Web3 and frontier technology. Dan brings decades of creative and planning experience from Levi’s to Stella Artois to Vogue. Diego has helped global giants like adidas, Prada and Salesforce translate complex tech into stories the mainstream actually cares about. Together, they’re building Thumbcorp: an agency that sits at the intersection of visionary technology and the real world.

How do you reimagine one of the world’s most powerful brands? Over 18 months, across 15 global markets, and with 50+ sub-brands, Koto partnered with Amazon to deliver one of the largest brand transformations in recent history. In this episode, James Greenfield, CEO and Founder of Koto, shares the inside story — from simplifying a sprawling brand architecture to modernising the iconic “smile.” Matt and Jacob dive into how to design at scale, build internal alignment, and create systems that drive consistency without killing creativity. A must-listen for anyone managing complex global brands.

In this episode, global branding expert Laura Ries joins Matt and Jacob to unpack her provocative new book Strategic Enemy: How to Build a Brand Position by Fighting Someone Else. Together they explore why great brands need a clear adversary, how to choose the right one, and how this approach sharpens focus, storytelling, and growth. Expect iconic examples, practical frameworks, and fresh inspiration for your next brand strategy session.

What if the key to standing out wasn’t finding your niche… but attacking the norm? Learn more at https://justcreative.com/podcast In this provocative episode, we sit down with Todd Irwin, Chief Strategy Officer at Fazer and author of the new book De-Positioning (Amazon), to challenge the status quo of brand strategy. Drawing on decades of experience with both global giants and venture-backed startups, Todd reveals why traditional positioning frameworks are falling short—and how De-Positioning flips the script. You’ll learn: Why most brand positioning fails to drive real impact How to win by challenging category conventions What CMOs and founders get wrong about brand-growth alignment How to put De-Positioning into practice in your own brand today Whether you’re a strategist, creative, or founder, this episode will give you a sharp new lens to rethink how your brand competes. 🎧 Tune in and get ready to play offense.

Branding legend David Aaker returns to JUST Branding to unpack what separates truly strategic brands from the sea of sameness in 2025. We also spotlight the updated edition of Aaker on Branding and wrap with a fast-paced quickfire round you won’t want to miss. If you care about building brands that actually matter—this is essential listening.

Google is shifting—and fast. Between AI Overviews, zero-click results, and the rise of LLMs like ChatGPT and Perplexity, traditional search isn’t what it used to be. » Learn more at https://justcreative.com/podcast In this episode, we’re joined by Mordy Oberstein, a leading voice in SEO, to break down what these changes mean for brand builders, marketers, and strategists alike. But this isn’t your standard SEO conversation. We explore: • Why brands should stop relying on Google for discoverability • The difference between being found vs being known • How SEO and branding are more connected than ever • What LLMs are doing to content, reputation, and brand recall • Why your future visibility depends more on brand codes than keyword rankings Whether you’re a CMO, strategist, or founder, this is a wake-up call to rethink your brand visibility strategy in an AI-first internet.

As democracy fractures and trust erodes, branding enters unfamiliar territory. What happens to brand building when truth becomes optional and power consolidates? Learn more at www. justcreative.com/podcast In this episode, we’re joined by Marty Neumeier—one of the most influential voices in branding—to explore what it means to design brands in a world increasingly shaped by autocracy, AI, and cultural volatility. We unpack: • Why branding depends on openness, trust, and shared meaning • What AI, media, and power shifts are doing to perception • The risks of brand neutrality—and the cost of staying silent • The role of brand builders as educators, sense-makers, and cultural participants • Why Level C is pushing brand education into new territory • How business can remain human in an increasingly controlled landscape This is a timely, wide-ranging conversation about branding’s responsibility, relevance, and future. If you’re a strategist, creative, or leader—this one asks more of you.

In this episode, we’re joined by Marty Neumeier—one of the most influential voices in branding—to explore what it means to design brands in a world increasingly shaped by autocracy, AI, and cultural volatility.

In this episode, we’re joined by Jay Clouse, one of the most trusted voices in the creator economy and founder of Creator Science, a platform helping creators become professional entrepreneurs. Jay has built a standout brand around clarity, consistency, and community—without chasing hype or shortcuts. We dig into what it really takes to build a brand-led creator business that scales trust and stays aligned.

In this episode, we go inside the mind of Simon Dixon, co-founder of the global brand and design consultancy DixonBaxi. Known for shaping bold, human brands for some of the world’s most iconic companies, Simon shares how his team builds what they call Intelligent Identities™—living systems designed for scale, emotion, and relevance.

In this episode of JUST Branding, we’re joined by the brilliant and delightfully unconventional Rory Sutherland, Vice Chairman of Ogilvy UK, TED speaker, and author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense. Rory takes us deep into the world of problem framing, a powerful technique that flips business challenges on their head to reveal bold, creative brand solutions hiding in plain sight.

In this episode of JUST Branding, we sit down with Michael Bungay Stanier (MBS), the best-selling author of The Coaching Habit, The Advice Trap, and How to Work with (Almost) Anyone, to explore how coaching can become your secret weapon in branding and business. Learn more at https://justcreative.com/podcast If you’re a creative shifting into strategy, leading workshops, or simply trying to manage client relationships without losing your mind, this one’s for you.

In this episode of JUST Branding, we sit down with hybrid creative leader Cyril Louis who is Creative Partner at The Royals and the mind behind campaigns for Beats by Dre, EA Games, and Heineken to unpack how brands can become culturally relevant and commercially effective. We explore:     •    What “brands in culture” really means (hint: it’s more than just riding trends)     •    The difference between cultural resonance and “culture-washing”     •    How to authentically engage with cultural movements without getting burned     •    Practical frameworks to align your brand with the right cultural moments     •    Why the future of branding depends on understanding global and local nuance     •    The role of emerging tech (like AI & Web3) in shaping brand relevance

We unpack Account-Based Experience (ABX) which is a strategic approach that unites marketing, sales, and customer success to drive focused, sustainable brand growth. If you’re tired of misaligned teams, generic marketing, or chasing leads that go nowhere, this episode will shift your thinking and sharpen your strategy.

Is creativity the key to unlocking innovation? In this episode of JUST Branding, we sit down with Melissa Dinwiddie—innovation strategist, keynote speaker, and author of The Creative Sandbox Way. Melissa’s journey from calligraphy and jazz to corporate consulting has given her a unique perspective on creativity in business. If you’re looking to boost creativity, enhance collaboration, and drive innovation—this episode is packed with insights you won’t want to miss! 🎧 Tune in now!