The Futur with Chris Do

The Business of Creative Leadership w/ Geoff Cook | Ep 397

6 snips
Nov 13, 2025
Guest
Geoff Cook
Geoff Cook, founder of Base Design New York, shares his journey from DKNY to brand strategist. He emphasizes the importance of world-building in branding, revealing how it shapes consumer perception. They discuss the role of AI in creative work, what design can and can't achieve, and the significance of alignment between business and creativity. Geoff also unveils strategies for startups to craft compelling narratives and the necessity for designers to understand business language to succeed in their projects.
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ANECDOTE

World Building: The '12' Matcha Story

  • Base built '12', a premium matcha brand, orchestrating designers, PR, and packaging to create a holistic world.
  • The cafe launched with two-hour lines and no paid marketing, validating world-building investment.
INSIGHT

World Building Demands Rigour Over Speed

  • World building requires investment and rigor rather than the VC 'move fast and break things' approach.
  • Deep craft and activation yield stronger, longer-lasting brand outcomes than quick experiments.
INSIGHT

Prefer Activations To Ads

  • Activations and experiences often outperform traditional advertising for building brand relationships.
  • Geoff suggests community-focused, educational physical spaces as on-brand retail for tech companies.
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