JUST Branding

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, relationshipsPositioning that actually works (and why “positioning” isn’t the goal)Strategic enemies and the power of contrastLeadership and alignment (yes, including the uncomfortable honesty)Culture as brand, not a side projectCustomer truth and the discipline of saying “not everyone”Problem framing and why the first answer is rarely the bestBrand fame vs hype and playing the long gameExecution realities, including SEO getting tougher in an AI driven worldCommunity 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.

Brandon Kim, co-founder of Brevitē, shares insights from transforming a humble Kickstarter into a vibrant camera bag brand. He recounts their unique approach to design, creating bags that don't look like traditional camera gear. Discover how community feedback shaped their products and how bootstrapping allowed for creative freedom. Brandon emphasizes genuine connections over vanity metrics, revealing his vision for evolving Brevitē into a lifestyle brand while maintaining authenticity. His quick tips for founders highlight the importance of simplicity and adaptability in branding.

In this engaging conversation, Dan Cushing and Diego Borgo, co-founders of Thumbcorp, delve into what it means to achieve brand fame in the blockchain and Web3 landscapes. With backgrounds at Levi’s and adidas, they share insights on how to translate complex technologies into relatable narratives. They discuss the importance of distinguishing hype from lasting fame and offer practical tips for founders, including the need for clear promises and honest storytelling. Join them as they explore what makes a brand truly stand out in today's tech-driven world!

James Greenfield, CEO and founder of Koto, discusses the monumental task of rebranding Amazon, a challenge that involved 18 months of work across 15 global markets. He highlights the need for brand simplification amid its complexity and the innovative strategies Koto employed, like creating a custom logotype system. James shares insights on collaborating with Amazon's in-house team and overcoming operational challenges. The rebrand led to doubled brand recognition and improved sentiment, emphasizing the importance of disciplined and consistent brand management.

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.

In this enlightening conversation, Todd Irwin, Chief Strategy Officer at Phaser and author of De-Positioning, challenges conventional branding wisdom. He argues that traditional positioning strategies are faltering and instead promotes attacking norms to find your edge. Todd shares insights on how addressing core customer pain points can lead to significant brand growth and ROI. He provides actionable advice for founders and strategists, emphasizing the importance of integrating problem-solving into brand strategy. Get ready to rethink your branding approach!

Branding guru David Aaker, vice chairman of Profit and creator of the Aaker brand vision model, discusses what sets strategic brands apart in 2025. He emphasizes the necessity of brand relevance over mere visibility, pointing out how innovative strategies and community engagement can boost brand loyalty. Aaker highlights the evolving dynamics of brand communication, advocating for creative integration into cultural experiences. He also touches on the lasting impact of brand storytelling and corporate culture on an organization’s success.

Join Mordy Oberstein, a leading voice in SEO and former head of SEO branding at Wix, as he unpacks the shifting landscape of online visibility. He argues that brands should stop solely relying on Google and emphasizes the difference between being found and being genuinely known. Mordy discusses the impact of AI and large language models on content and reputation, suggesting that future visibility hinges on strong brand identity rather than just keyword rankings. It's a crucial wake-up call for marketers to rethink their strategies in this AI-first world.

Join branding expert Marty Neumeier, author of influential works like The Brand Gap, as he navigates the evolving landscape of branding amidst rising autocracy and AI. He emphasizes how trust, openness, and shared meaning are essential in a world where truth is optional. The conversation highlights the risks of brand neutrality and the crucial role of brand builders as educators. Neumeier also discusses the importance of sustaining human values in business and how emerging MetaSkills can help navigate these challenges.

Jay Clouse, founder of Creator Science, is a leading voice in the creator economy, helping creators transform into professional entrepreneurs. He shares invaluable insights on building a brand-led creator business centered on clarity and community. The discussion includes the shift from audience to genuine community interaction, the significance of emotional connections in branding, and the pitfalls of focusing solely on size. Jay also highlights the importance of in-person events and authenticity in personal branding for sustainable growth.