Brand New World Inside the world’s first-ever human verification brand
Aug 5, 2025
In this engaging discussion, brand consultant James Kirkham and Tools for Humanity CMO John Patroulis dive into the intriguing intersections of human identity and AI. They explore the innovative World project, emphasizing the importance of biometric verification for digital interactions. The duo elaborates on branding strategies surrounding major events like the Club World Cup, as well as the drive for authentic connections between fans and athletes. They also tackle the challenges of trust and transparency in a world increasingly influenced by AI.
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Episode notes
Plan Theme Buckets, Not Fixed Bets
- Do plan flexible thematic buckets (fan culture, talent, travel) instead of locking one big campaign a year ahead.
- James Kirkham recommends preparing options so you can react to culture closer to the moment.
Start With Experiences, Not Ads
- Start with real-world experiences as your primary brief, not just digital ads.
- James Kirkham says experiential-first ideas create authentic moments people want to share.
Escape The Algorithm With Real Moments
- Algorithms have flattened culture into a 'sea of sameness' that audiences are tiring of.
- James Kirkham argues brands can cut through by enabling real-life, unexpected moments people want to document.