JUST Branding S06.EP11 - Inside DixonBaxi: Building Brands That Matter with Simon Dixon
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Jun 26, 2025 Simon Dixon, co-founder of DixonBaxi, a leading global brand and design consultancy, shares his insights into creating meaningful brand identities. He discusses the concept of Intelligent Identities™, which enables brands to scale emotionally and relevantly. The conversation covers the importance of collaboration between agencies and clients as well as the impact of technology and AI on brand innovation. Simon also reflects on the necessity of authenticity in branding, personal accountability in pursuing passion, and the evolving landscape of creativity in the digital age.
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Branding Creates Emotional Meaning
- A brand's power lies in the emotional meaning it evokes for people.
- Effective branding expresses the brand's truth and meets people on their terms to build relevance.
Capital One Rebrand Experience
- Matt Davies shared his experience leading Capital One's rebrand with DixonBaxi.
- Collaborative audit and creative work helped unify and inspire internal and external teams.
Dixon Baxi's Guiding Principles
- The difference between agencies lies in their principles and how they act, not process alone.
- Foster a culture of calculated risk, collaboration, and optimism for exceptional work.