JUST Branding
JUST Branding - by Jacob Cass & Matt Davies
The JUST Branding Podcast, hosted by Jacob Cass & Matt Davies, is the only podcast dedicated to helping designers & entrepreneurs grow brands.
Each episode goes deep into the details of the brand building process, with professional insights, actionable tips and resources to help you build better brands.
The focus is on helping designers & entrepreneurs bridge the gap between strategy and design. Branding professionals from around the world join Jacob & Matt in discussing the benefits of brand strategy, top tools, how to sell strategy, brand purpose, brand positioning, neuroscience, brand personality, messaging, storytelling, brand naming, tag lines, logo design, brand identity design and brand experience.
ABOUT JACOB CASS
Jacob Cass is a Sydney-based designer & strategist who runs JUST Creative, an award-winning branding & design firm that doubles as an industry leading blog. Jacob helps brands grow & get results by crafting distinctive logos & brand identities that are backed by a solid brand strategy.
He recently rebranded San Francisco and Puerto Rico, and also branded New York's Digital District. Other clients have included the likes of Disney, Nintendo and Jerry Seinfeld. Jacob has spoken at TEDx, been featured in Forbes, Entrepreneur and has been awarded LinkedIn’s “Best of” for branding.
For him, design is a lifelong journey of continuously honing his craft, as well as educating other fellow designers & business owners to build on theirs, which has allowed him to build a large and loyal following, including his website which has been been viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries.
ABOUT MATT DAVIES
Matt is a brand strategy specialist working with leaders to align around their brand and get it ready to connect deeply with those inside and outside of their organisations. His work enables you to grow your business faster and easier. Matt solves a variety of brand challenges, from strategy and positioning to naming and identity right through to company culture and product innovation.
Each episode goes deep into the details of the brand building process, with professional insights, actionable tips and resources to help you build better brands.
The focus is on helping designers & entrepreneurs bridge the gap between strategy and design. Branding professionals from around the world join Jacob & Matt in discussing the benefits of brand strategy, top tools, how to sell strategy, brand purpose, brand positioning, neuroscience, brand personality, messaging, storytelling, brand naming, tag lines, logo design, brand identity design and brand experience.
ABOUT JACOB CASS
Jacob Cass is a Sydney-based designer & strategist who runs JUST Creative, an award-winning branding & design firm that doubles as an industry leading blog. Jacob helps brands grow & get results by crafting distinctive logos & brand identities that are backed by a solid brand strategy.
He recently rebranded San Francisco and Puerto Rico, and also branded New York's Digital District. Other clients have included the likes of Disney, Nintendo and Jerry Seinfeld. Jacob has spoken at TEDx, been featured in Forbes, Entrepreneur and has been awarded LinkedIn’s “Best of” for branding.
For him, design is a lifelong journey of continuously honing his craft, as well as educating other fellow designers & business owners to build on theirs, which has allowed him to build a large and loyal following, including his website which has been been viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries.
ABOUT MATT DAVIES
Matt is a brand strategy specialist working with leaders to align around their brand and get it ready to connect deeply with those inside and outside of their organisations. His work enables you to grow your business faster and easier. Matt solves a variety of brand challenges, from strategy and positioning to naming and identity right through to company culture and product innovation.
Episodes
Mentioned books
Feb 7, 2023 • 48min
S04.EP01 - How to Become a Brand Consultant
In this episode, we dive into the world of brand consulting, what it is, and how it differs from other roles in the branding industry.
We discuss the key qualities that make a successful brand consultant, including confidence, communication and listening skills, a growth mindset, and strong facilitation abilities.
Next, we will each share our own background and experiences in the branding industry, including how we got started and how we have developed our skills and knowledge.
We also share our unique perspectives on the process of working with clients and how we stay current on industry trends and developments.
Join us as we explore the ever-expanding field of brand consulting and gain insights for your own journey!
Dec 7, 2022 • 1h 20min
S03.EP21 - Best of Season 3 (2022)
What a year! In this episode, we share some of our favorite insights from our esteemed guests.
Episodes featured (in order):
E19: Supercharging Innovation & Creativity with Hussain Almossawi
E9: Agile Swarming with Dennis Hahn
E20: Brands VS Blands with Ariadna Navarro
E11: Debunking Branding Bull with Austin Franke
E13: Million Dollar Consulting with Alan Weiss
E18: Brand Positioning with Ulli Appelbaum
E4: The Future of Brands with Anneli Hansson
E3: Global Brand Strategy with Jan-Benedict Steenkamp
E16: Archetypes & Stories with Carol Pearson
E17: Disruptive Innovation + Purpose-Driven Branding with David Aaker
E10: Corporate Branding from The Inside Out with Meg Kypena
E1: Designing Company Culture with Josh Levine
E7: Web3, NFTs & The Metaverse with Konstantinos Kolias
Oct 31, 2022 • 43min
S03.EP20 - Blands VS Brands with Ariadna Navarro
As brand builders, we used to build brands that would last.
Campaigns would extend for years, and visual identity systems—once created—wouldn’t become obsolete for decades.
Today, the speed of change is so aggressive, brand builders must consider that what they build now could be irrelevant in a few months.
Brands face a choice. First, they can commit to brand positioning and stay true to their visual appearance and social stances regardless of where the wind blows.
Or, they can create a flexible, and ever—A/B testing brand that can evolve as the world does. This second option has contributed to the rise of the blands—brands from the past five years that look, sound, and show up as simultaneously trendy and generic.
In this podcast episode with Ariadna Navarro, the Chief Strategy Officer at VSA partners, a hybrid strategy & design consultancy, we discuss the differences between blands and brands, how we got here and where we need to go next
Oct 4, 2022 • 48min
S03.EP19 - Supercharging Innovation & Creativity with Hussain Almossawi
Discover how to harness your fire, flex your courage and supercharge your ideas to create remarkable products, services & experiences, with the knowledge shared by the creative powerhouse, Hussain Almossawi.
Hussain has just released a book titled “The Innovator’s Handbook: A Short Guide to Unleashing Your Creative Mindset” which is full of insights, ideas, stories & practical exercises that will take your creative thinking to the next level.
We discuss the first principles of innovation, how to generate new ideas with practical methods, as well as the common traps to avoid when trying to achieve impactful innovation.
We tap into the mindset, “failure” and inspiration all in the pursuit of unlocking greater innovation for brands & creatives alike.
If you want to supercharge your creativity & get more innovative, this episode is for you!
8 snips
Sep 20, 2022 • 47min
S03.EP18 - Brand Positioning with Ulli Appelbaum
How can brands position themselves for success in today’s marketplace?
That is the question.
And we have the answer!
In this episode, we discuss proven brand positioning methodologies that actually work, complete with examples and practical steps you can use to develop your own brand positioning that are truly differentiating, distinctive, and highly relevant.
To guide us, we have Ulli Appelbaum, the author of the new book The Brand Positioning Workbook: A simple how-to guide to more compelling brand positioning, faster.
Ulli is an award-winning marketing and brand strategy consultant with more than 20 years of experience creating brand strategies and building brands, holding senior strategy roles at some of the largest advertising agencies in the world including BBDO, Leo Burnett, and SapientNitro.
If you want to be able to create attractive brands that succeed in today’s marketplace, this is the episode for you!
Sep 7, 2022 • 42min
S03.EP17 - Disruptive Innovation + Purpose-Driven Branding with David Aaker
David Aaker is the author of over 100 articles and 18 books on branding, business strategy, and marketing that have sold well over one million copies.
Hailed the “Father of Modern Branding”, David is a true authority on branding and we’re incredibly humbled to have him here on JUST Branding.
In this episode, we focus on two of his recent books…
The first is “Owning Game-Changing Subcategories” which focuses on disruptive innovation & growth in the digital age.
And the second is his latest book, The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society.
Tune in to understand how brands can break through with disruptive innovation and the “must-haves” for growth in the digital age.
Plus, how brands can maintain relevance & connect with future consumers through purpose-driven branding while avoiding green-washing.
Aug 23, 2022 • 43min
S03.EP16 - Archetypes & Stories with Carol Pearson
What stories are you living? What about your brand?
And how do you manage that meaning?
With Archetypes.
And who better to discuss the power of archetypes than Carol S. Pearson?
Carol is the co-author of “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes” (Published 2001), alongside Margaret Mark.
This book has been incredibly influential in the brand strategy space as its ideas on archetypes have been taken and used to align teams and intentionally build brands.
Carol’s latest work focuses on exploring how archetypes show up in individuals and her recent book is called "What Stories are You Living? Discover Your Archetypes, Transform Your Life."
In this episode, Matt Davies and Jacob Cass discuss Carol's work – both past and present – to uncover the power of archetypes and how this knowledge should be used and how it should not.
11 snips
Aug 2, 2022 • 44min
S03.EP15 - Verbal Brand Identity with Nihilo
We get super practical with Israeli duo, Margaret Jerr-Jarrett, and Emunah Winer, founders of Jerusalem-based agency, Nihilo.
We tuck into how they use words and ideas to build powerful brands and we explore how the strategic elements of brand building find their way into the creative look and feel and customer experiences a brand produces for customers.
We review what a “Verbal” Identity is and why brands need one. We also explore the principles of the tone of voice and how a verbal identity connects with visual identity.
We also do a deep dive into how this duo works and goes about creating and defining brand identity as well as exploring live projects.
If you want a peak behind the scenes as to how the brand building works in practice - this episode is not to be missed.
Jul 19, 2022 • 56min
S03.EP14 - The Brand Mindset with Ezequiel Abramzon
Ezequiel Abramzon is a brand strategist who spent 20+ years working as an executive at Disney as a marketer and strategist running digital across LATAM and later overseeing global creative from the UK.
He now lives in Spain where he works as a consultant helping entrepreneurs and entrepreneurial companies transform the way they see their business by unlocking their brand mindset.
And brand mindset is the focus of this episode.
We explore what a brand mindset is and why businesses need it.
We go deep into the 6 traits of a brand mindset and explore how to develop each trait. We also pick Ezequiel's brains on how to keep a mindset on track - both for yourself and your team.
17 snips
Jul 5, 2022 • 39min
S03.EP13 - Million Dollar Consulting with Alan Weiss
Who better to learn about consulting from than "the consultants consultant" Alan Weiss?
Alan wrote the famous best selling book "Million Dollar Consultant" and is the author of over 60 books on consulting and business.
In this episode Matt and Jacob sit down with Alan to discuss how the principles of Alan's books can be applied to brand strategy.
We explore why consultancy is a good option, different consulting approaches, how to sell it and how to grow a consulting practice. We go deep into value based billing and show how selling time is a terrible idea.
Matt is especially thrilled with this episode as he has been using Alan's techniques to great success.
This episode is NOT to be missed!
