JUST Branding

Often we think of brand-building from a commercial or business perspective. This week's guest thinks this needs to change and that as brand builders we need to consider our efforts from the perspective of the meaning consumers will attach to a brand. Tune in to list insights from Emmanuel Probst - author of Brand Hacks, How to Build Brands by fulfilling the consumer quest for meaning. In this episode, we discuss the three levels of meaning, brand hacks, examples of meaningful brand building, and how to deal with “naysayers”.

Alex Naghavi is the ECD at Josephmark which is a global venture studio based out of Brisbane and Los Angeles. In this episode, we learn how to design, validate, launch and sell a brand by deep diving into the process, exploring the benefits and nuances of working with a venture studio VS a traditional design shop. We discuss MVPs, MVBs, failures and successes and how purpose, beauty and simplicity can help create better brands that make an impact. We even explore the future of brands through the lens of Web 3.0, VR, 3D Printing, DAOs and the Metaverse. If you’re startup, founder or someone that works with them, this episode is not to be missed.

Anneli Hansson is a brand strategist, coach & speaker based out of Stockholm, Sweden. Many will know Anneli as the resident strategist over at TheFutur with Chris Do who we interviewed back on Episode 13. Anneli just launched an incredible 6-figure course over at The Futur called Brand Strategy Fundamentals. What people may not know, is that Anneli has a background in building sustainable brands (long before it was a trend) and has recently pivoted into helping creatives transform into strategic thinkers. With this background, it’s no wonder we have invited Anneli here on to JUST Branding! In this episode we discuss “The Future of Brands” and all that entails. This is not to be missed!

Are you looking to take a brand to an international audience?  Global expansion needs careful consideration and so if this is you this episode will be packed with value!  We sit down with marketing expert, academic and author Jan-Benedict Steenkamp (or as we know him "JB"!) to discuss his book "Global Brand Strategy: World-Wise Marketing in the age of Branding" In this insightful episode, JB walks us through the COMET framework and the components of which are helpful to consider for brands seeking to go international or for brands who are already international and need to focus their strategy.

The strength of any brand – including yours - hinges on two key factors: Differentiation & Relevance. But it doesn’t stop there. What makes a truly legendary brand is the STORY behind it. In this episode we decipher why some brands have lines reaching around the block, while other perfectly apt competitors sit empty just steps away. Gair Maxwell shares case studies including WHY the Mona Lisa is famous and how every-day leaders can build irresistible brands. Gair Maxwell is a brand strategist, historian, speaker, a former radio and TV host and author of the new book, Big Little Legends: If you want to build a legendary brand, tune into this brilliant episode.

How can you create an amazing company culture that ensures a brand strategy can be actualized? That's at the core of this discussion with the amazing Josh Levine, author of Great Mondays. We sit down with Josh to examine how branding should be done from within by intentionally designing a company culture. Together we discuss the six components of company culture - Purpose, Values, Behaviors, Recognition, Rituals and Cues. If you are a brand builder looking to operationalize, align and motivate a whole company around brand thinking, this one is for you.

Listen in as we reveal our favourite outtakes from Season 2 of the JUST Branding Podcast in 2021, including branding insights from creative minds such as Sagi Haviv, Joseph Pine II, Denise Lee Yohn, Natalie Nixon, Bill Gardner, Emily Cohen, Armin Vit, Julian Cole and more.

Katie is the Founder and Creative Director of Brooklyn-based SMAKK, a branding and growth studio whose mission is to help values-led clients build world changing brands. For much of her career she has worked with everyone from industry giants like American Express and Shiseido to a variety of nimble disruptive beauty, fashion, wellness, and lifestyle brands, including The Honey Pot Company, Harry’s Razors, and more. Katie applies her expertise across content creation, ecommerce, social media, marketing, and digital experiences toward changing consumer behavior, leading to purchasing decisions that are better for people and the planet.

What makes a powerful personal brand and how can you build one that endures? We outline all the steps you need to follow to craft an authentic brand narrative that will help you get noticed, remembered and results. Rob Levinson is a seasoned brand strategist who’s worked for global consumer brands such as DeBeers, Rolls-Royce, BMW and more. Now he’s the principal of Leverage Advisors which helps grow middle-market B2B businesses, as well as a Personal Brand Coach which helps people to develop brand stories that get them noticed & remembered. He’s also a lecturer at Boston Uni, and a former Wall Street Journal online columnist. If you’re wanting to improve & grow your personal brand, this episode is for you!

Learn how to write rock-solid creative briefs and the fundamentals of strategy so you can gain confidence in your strategic abilities, and ultimately have a bigger impact on your company. Julian Cole is a strategy consultant for global brands such as Apple, Facebook & Disney. Previously, he’s held the role of Head of Comms Planning at BBDO & has helped create award-winning work for PlayStation, Pepsi, Google and after looking at his wrap sheet - pretty much the Global 100. Julian is also a strategy coach and in 2017 he founded the Planning Dirty Academy which helps agency strategists improve their craft by getting their hands dirty.