Max Otignon's Journey as Co-Founder of Ragged Edge

In this podcast episode, Max Otignon discusses his role as co-founder of branding agency Ragged Edge and the journey that led to its establishment in 2007. He describes his role as overseeing the agency's work and creative output, while his business partner handles the business side of things. Otignon emphasizes the importance of branding and its impact on marketing, highlighting the need for a solid brand foundation to ensure effective marketing efforts that go beyond superficiality. He also emphasizes the importance of building a brand true to shared values and treating people with respect. Otignon shares the challenges faced when starting a branding agency, including the need to establish a reputation and financial stability. He also touches upon the definition of branding, seeing brands as ideas that reside in the collective minds of audiences, focusing on more than just visual identity. Lastly, Otignon discusses the overlap between branding and marketing, emphasizing that while branding is a part of marketing, it is its own discipline within the broader field.