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JUST Branding

JUST Branding

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.


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.


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.


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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!

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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!

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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.

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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.

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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.

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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.

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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!

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S03.EP12 - Friction in Branding with Soon Yu

Friction isn't something to be avoided. Successful brands not only understand the difference between good and bad friction but also know how to embrace a dose of good friction to create greater value.

Soon Yu, author of ?Friction: 'Adding Value By Making People Work for It' will show you how to leverage good friction to drive increased engagement, meaning, belonging, rapport, assurance, competence, and exclusivity, for more memorable brand experiences.

Soon Yu is an international speaker, award-winning author, and expert on innovation, branding, design, and entrepreneurship. He has worked with brands such as The North Face, Vans, Timberland, Nautica, and Wrangler and is a former adjunct professor at Parsons School of Design, a guest lecturer at Stanford University, and a Forbes contributor.

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S03.EP11 - Debunking Branding BS with Austin Franke

Austin Franke is a brand strategist and the founder of WooPunch, a brand & design consultancy rooted in the science of how brands grow.

Austin is going to be sharing his approach to brand, which is a less conventional approach, based on behavioral science and other evidence-based fields.

We?re going to ?debunk? or at least throw a few punches around in regards to what Austin calls ?Branding Bullshit?.

In particular, brand differentiation, customer engagement, brand purpose from a values viewpoint, loyalty marketing, and how designers can truly help a brand grow beyond the typical clichés.

Now get into your corners, and welcome to the ring, Austin Franke.

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S03.EP10 - Corporate Branding from The Inside Out with Meg Kypena

Big companies struggle with the principles of brand. In this episode we sit down with Freelance Internal Brand Strategist, the powerful Meg Kypena.

In this episode we dig deep into how corporations can use the power of branding to align their people and communicate better.

This is branding from the inside, out.

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S03.EP09 - Agile Swarming with Dennis Hahn

This episode is a real treat for anyone looking to level up on how to work on brand strategy collaboratively.

Matt Davies and Jacob Cass sit down with global agency leader Dennis Hahn of Liquid agency.

Together they quiz Dennis on his 'agile swarming' methodology covering what swarming is and what problems it solves for leadership, strategy, and creative teams.

Dennis outlines his principles for swarming and how to conduct a swarm. He also gives insights on what makes a great facilitator, the environment, and the tools he uses for success.

If you want to know how an agency at the cutting edge is doing its strategy work this is the episode for you. Not to be missed.

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S03.EP08 - Scaling Brands with Richard Cotter

If you are serious about brand building at scale, this is the episode for you.

Richard Cotter is a brand consultant at the top of his game. He left school at 17 and developed his career to the point where now he is parachuted to work with large organizations that have brands that are underperforming and help scale them.

He is best known for turning around outdoor performance and lifestyle brand Berghaus.

He is the author of the book The Zebra Reality: How to Create Unstoppable Organizational Momentum? and achieve all your business goals.

In this episode, Matt Davies and Jacob Cass sit down with Richard and tuck into how he has got to where he is and his top tips on scaling underperforming brands.

We talk about differentiation, attributes of global brands, the power of alignment, and the five steps for creating organizational momentum.

A super episode packed with value with someone who has been there, done it, and got the Berghaus T-shirt.

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S03.EP07 - Web3, NFTs & The Metaverse with Kostas K.

What does Web3 mean for brands & creatives? What about NFTs and The Metaverse? 

We break it all down for you in layman?s terms, with special guest Kostas K!

We go over the fundamentals of Web3 including its definition, why it matters, tokens, the blockchain, cryptocurrency, wallets, and trends in the space. 

Plus a discussion around NFTs, what they are (and are not), and the opportunities brands and creatives can tap into such as AR & VR, DeFi, DAOs, Virtual Commerce, Digital Assets including Digital Real Estate, Virtual Worlds, the Metaverse, Mixed Reality Solutions, the Blockchain & the Decentralised Web, and so much more! 

Ready to go down the Web3 rabbit hole? Jump in. "

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S03.EP06 - Brand Hacks with Emmanuel Probst

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?.

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S03.EP05 - Branding for Start Ups & Founders

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.

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S03.EP04 - The Future of Brands with Anneli Hansson

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!

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S03.EP03 - Global Brand Strategy with Jan-Benedict Steenkamp

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.

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S03.EP02 - Building Legendary Brands with Storytelling w/ Gair Maxwell

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.

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S03.EP01 - Designing Company Culture with Josh Levine

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.

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S02.EP22 - Best of Season 2 (2021)

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.

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S02.EP21 - Building Brands for a Sustainable Tomorrow with Katie Klencheski

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.

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S02.EP20 - Powerful Personal Branding with Rob Levinson

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!

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S02.EP19 - Creative Briefs & Strategy Fundamentals with Julian Cole

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.

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S02.EP18 - Branding From The Inside with Kyle Millar

What's it like working on corporate brands from the inside?

In this episode we take a peak behind the curtain to see how big brands are managed by their in-house teams. We sit down with the fantastic Kyle Millar, VP of Marketing at SodaStream Canada.

Kyle outlines how he views brand strategy, the principles he uses to build brand, create memorable customer experiences and to inspire his teams to success. He also digs into what it?s like to work ?in-house? - both the highs and the lows.

If you are thinking about working in-house, or if you are just curious as to what it's like joining a large organization in their brand department, this episode is not to be missed.

Previously Kyle has led leading brand roles in Unilever, Molson Coors and Capital One - so it you want to learn from someone whose been there, done it and got the corporate T-shirt, this is the episode for you.

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S02.EP17 - No-BS Strategies To Evolve Your Creative Business with Emily Cohen

In this episode, we go deep into the world of business strategy with Emily Cohen.

Emily is a self-described ?brutally honest? consultant to creative professionals and in fact, she even named her book that!

Her business book, Brutally Honest: No-Bullshit Strategies to Evolve Your Creative Business, is chock full of advice, insights, business best practices, actionable strategies, case studies and much more, but unlike many other books for our industry, Brutally Honest is designed for visual learners (like us!) and includes colorful info-graphics, checklists, as well as short & impactful sound bites to apply!

So if you?re looking for the tools & strategies to whip your business or team in to shape, this episode is for you.

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S02.EP16 - Simplicity in Branding with Scott Buschkuhl

Today we have Scott Buschkuhl who is the Creative Director at Siegel & Gale, a brand strategy, design, and experience firm with its global headquarters located in NYC.

Here, Scott develops teams and works hands-on with his clients who have included folks like New York Times, Victoria?s Secret, Wired, and dozens more. He?s got a ton of awards on his belt, he?s a sought-after lecturer, an esteemed judge for competition juries, and also a professor at the School of Visual Arts in NYC.

He?s previously worked at Pentagram and also ran his own agency for 12 years so it?s safe to say we?re in good hands.

Today we?re going to be discussing Simplicity in Branding which is S&G?s philosophy on brand in general. In fact, they state ?We?re the simplicity company? as their tagline.

We discuss designing for humans, emotional responses, team collaboration, simplicity as an approach to brand strategy, presentation techniques, and much more!

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S02.EP15 - Staying Relevant as a Brand with Allen Adamson

Relevance. That's the key to ensuring a brand thrives. We sit down with expert and author of "Shift Ahead", Allen Adamson, to understand how to stay relevant in today's fast moving world.

How organizations stay relevant is Allen?s area of specilality. Together we tuck into the principles of relevance, and Allen gives valuable first-hand examples of how to apply these principles in action. We look at how the best organizations recognize when it?s time to change direction, and how they pull it off while bolstering their brands.

As well as ?Shift Ahead? Allen is an author of a number of branding books such as; BrandSimple, BrandDigital, and The Edge:50 Tips from Brands That Lead ? which are used in universities across the USA.

He is also the Co-Founder and Managing Partner of Metaforce, a disruptive marketing and product consultancy which, unlike traditional firms, takes a multi-disciplinary channel-agnostic approach to marketing challenges. So - if you want to learn from an industry giant on the key topic of Relevance, look no further!

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S02.EP14 - The Customer Experience Economy with Joseph Pine II

As a customer, you?re not buying the item. You?re buying the experience. Today, we have Joseph Pine, co-author of The Experience Economy, on the show to discuss the importance of delighting your customer, along with some powerful examples that will help you ?Design the TIME the customer spends with YOU?. If you work with people, then this episode is for you.

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S02.EP13 - Copyright & Trademark Law with Joey Vitale

Trademark law is tricky. And unsexy. But not anymore.

Come join trademark lawyer, Joey Vitale, who will teach you the ins and outs of trademark law so you can practice safe branding.

Joey is a ?lawyer with a soul? who works with small businesses, helping them stay safe when it comes to entity formation, trademark registrations, contract drafting and other fundamental legal needs.

In this episode, we break down the legal jargon in a way that actually makes sense, so you can stay safe and keep pumping out great work, without being worried of the consequences. We discuss:

- How can you protect your ideas & work

- What do you do if your work is stolen

- What to put in your contracts

- The differences between ® ? © symbols

- The trademarking process

- Plus dozens more legal questions for you to get schooled on.

Practice safe branding people. Take a peek inside this episode.

It?s glorious.

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S02.EP12 - Problem Solving with Sagi Haviv

Sagi Haviv is a logo design legend. However, in this episode we go deeper and uncover what it takes to solve big brand & business problems. We discuss CGH?s branding process using case studies from Discovery+, Harvard University Press and Chase Bank, as well as Sagi?s biggest life lessons, how to ?pressure test? a trademark & visual identity system, presentation techniques that win, when & how to break the rules, and ultimately how to ?problem solve?. Hint? you first must define the business? problems & success criteria. Tune in for a monster value-packed episode.

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S02.EP11 - Brand Discovery & Innovation with Jose Cabeller

Jose Caballer is a designer, strategist & creative entrepreneur. He currently teaches organizations how to create a culture for rapid innovation - focused on alignment, experimentation & feedback. Jose previously worked at RazorFish during the dot com era, and ran a digital agency for 11 years, working with clients such as Jamie Oliver, Disney and Nike. Today he combines his 20 years of design and business experience to train thousands of professionals on webinars and in workshops worldwide.

What some people may not know, is that Jose co-founded The Skool with Chris Do, which is now called TheFutur and this is where we came across Jose. Jose released CORE which is a Design Strategy Framework and consequently is one of the TheFutur?s most popular products. Today we?re going to discuss CORE, brand strategy & innovation and how these tools can be used to help businesses achieve their goals. Plus, we?ll get a sneak peek into Jose?s latest project, The System.

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S02.EP10 - Rebranding Strategy with Armin Vit

When should a brand, rebrand? What makes a good rebrand? How can you use strategy to ensure your brand?s rebrand is a success?

Armin Vit answers these questions and more in this episode focused on Rebranding Strategy. Armin also reveals his design process, critiquing methodology, how he built a successful branding conference and shares some classic rebranding failures.

Want to learn more about rebranding? Then this episode is for you.

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S02.EP09 - Building A Million Dollar Strategic Agency with Mash Bonigala

Mash Bonigala is a brand strategist & owner of Spellbrand, a brand strategy & design agency. Mash reveals his rollercoaster entrepreneurial journey of growing his first agency, going bankrupt, how he overcame these adversities and then how he built up his now, million-dollar agency, Spellbrand.

Mash shares all the techniques he has used to sell design & strategy over the years, with some compelling & unconventional methods that will be sure to blow your mind. You?ll be spellbound in this magical episode.

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S02.EP08 - Logos VS Brands with Bill Gardner

Bill Gardner joins Jacob Cass and Matt Davies to discuss the differences between logos and brands, Jennifer Aawker?s brand personality framework, the discovery process with clients, objectivity VS subjectivity, establishing design briefs, how to sell the value of branding, logo design trends and magic. Yes, magic!

Bill Gardner is the owner and president of Gardner Design, where he and his team have produced effective and award winning results for such industry leaders as NFL, Pepsi, Pizza Hut, Kroger, Hallmark, SeaWorld, and others. He understands the nuances of brand practicalities better than anyone in the business and leads his team to always first consider the business that the design is supporting.

As the founder of ? the international, searchable compendium of logos ? Bill authored the affiliated bestselling LogoLounge book series, volumes 1-12, and is the author of the annual LogoLounge Logo Trend Report. 2013 marked the release of the highly anticipated Logo Creed, a foundation textbook for students, educators and professionals alike. Bill is also the author and presenter of LinkedIn Learning?s series of online courses concentrating on branding and identity design.

In 2014, Bill became an AIGA Fellow Award recipient for his contributions to the local, national and international creative community. Bill also judges design competitions and speaks nationally and internationally on identity trends and logo development. In his spare time, he serves on several community boards and has completed a six-year term as the Territorial Vice President of the International Brotherhood of Magicians.

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S02.EP07 - Primal Human Desires with Nathan Hendricks

Nathan Hendricks believes there is no excuse for a lousy brand. As chief creative officer at LPK, he challenges the organization?s creative teams to uphold the vision that every brand should make a powerful and positive difference for the people it serves. A candid cultural commentator, he?s never afraid to tell it like it is. In this episode, we explore primal human desires and how we can use that to create stronger brands.

Nathan holds a bachelor?s degree in industrial design from The Ohio State University, where he majored in visual communications and cultivated an affection for industrial beer.


LPK is a brand, innovation and customer experience consultancy, helping organizations build enduring brands that thrive in the emergent culture. Merging trends, insights, strategy and creativity, we create the now, near and next for B2Bs and B2Cs, startups and Fortune 50s.

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S02.EP06 - Brand Building Mistakes with Jacquelin Lieberman

Learn what NOT to do when it comes to developing your brand. Listen in as we discuss with brand strategist, Jacquelin Lieberman, the most common mistakes brands make as they grow & market their brand. This is a juicy episode, where we discuss the brand purpose, core values, uncovering brand truths, brand management, creating value and so much more. If you want to learn how to create an enduring brand that matters, this episode is for you!

Jacquelin Lieberman is the founder of the brand strategy consultancy, BrandCrudo. She?s honed her no-B.S.-approach to marketing strategy over the years guided by one belief ? when you make brands more human, you connect them to more people. Throughout her career, she has developed a narrative-based approach to traditional strategic planning to uncover the brand truth that resonates with audiences. She has worked with many brands, most notably for many of Unilever's iconic brands, Beech-Nut, General Mills, and most recently with Happy Family Brands and fintech disrupter, the Alternative Investment Exchange. Jacqueline applies both art and science to understanding human insight and interpreting findings in order to unearth the real reason people should care about your brand. For Jacqueline, it?s all about finding a brand's raw truth and making it matter.

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S02.EP05 - Cracking Complexity with David Benjamin

David Benjamin is the author of CRACKING COMPLEXITY: The Breakthrough Formula for Solving Just About Anything Fast (Nicholas Brealey; 2019). He is the co-founder of Syntegrity and the Chief Architect behind its implementation of the Complexity Formula as laid out in Cracking Complexity.

David regularly guides leaders and their teams through their application of the formula, helping them get to decisions and action in days, no matter the industry, type of challenge, or nature of the organization. In this capacity, David has become a trusted advisor to Fortune 500 companies and government leaders on how to organize for complexity and find traction in the face of the intractable.

He frequently speaks on a wide range of topics related to complexity, effective and efficient problem-solving, and human dynamics in systems. David spends most of the rest of his time and energy on writing, family, long-distance running and cracking cryptic crosswords. David and his wife, Angie, live near Toronto and have three incredibly talented daughters whom he loves equally.

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S02.EP04 - How to Use Curiosity, Improvisation & Intuition to Create More Value with Natalie Nixon

Natalie Nixon is the author of The Creativity Leap and in this episode, she shares her techniques to helping brands through the power of creativity.

We tuck into some big ideas like how creativity leads to innovation, why a business needs more creative ideas, anthropology, design thinking and how being curious and how asking more of the "why", "what if" and "how" questions create more value for organisations.

Take the leap with us and Natalie Nixon in this value-packed episode.

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S02.EP03 - Creative Bravery with Lisa Hastings

Lisa Hasting is an independent Creative Director, a brand strategist and an unorthodox solver of problems. She's experienced working all over the world including the far east. In this episode, we dig into coming up with ideas and being brave.

Lisa shares her techniques and ideas in this space and shows how asking the right questions and digging into problems in a deeper way can lead to the solutions that add real value. Along the way she gives live examples from some of her work and inspires us with fresh ways of thinking. If you want ideas this is the episode for you.

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S02.EP02 - Brand & Culture Fusion with Denise Lee Yohn

Denise Lee Yohn is the go-to expert on brand leadership for national media outlets, an in-demand keynote speaker and consultant, and an influential writer.

She is the author of the bestselling book What Great Brands Do: The Seven Brand-Building Principles that Separate the Best from the Rest and the new book FUSION: How Integrating Brand and Culture Powers the World's Greatest Companies. In this episode, you will learn exactly that - how to integrate brand & culture into your company for massive success!

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S02.EP01 - The 7 Key Business Strategies Businesses Need with Kevin Duncan

Kevin Duncan is a business consultant and best selling author - known for his snappy no-nonsense wisdom packed books on business strategy. In this episode we dig into Kevin's approach and his overview of 7 strategies businesses need to create to be successful from his book "The Smart Strategy Book". The seven strategies we touch on are: Commercial, Brand, Customer, Sales, People, Innovation and Communication.

We especially dig into brand strategy, discover how this fits into the other six strategies and Kevin shares some of the techniques and concepts he uses to create effective strategies with his clients. Recommended listening for all brand builders.

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Best of Season 1 - 2020

Listen in as we reveal our favourite outtakes from Season 1 of the JUST Branding Podcast in 2020, including branding insights from creative minds such as Marty Neumeier, Chris Do, Michael Johnson, Melinda Livsey, Michael Janda, Tom Ross, Rob Meyerson, Stephen Houraghan, Stef Hamnerlink, Tobias Dahlberg, Valerie Jacobs, Motto and more. Don't miss this one!

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S01.EP23 - Building Stronger Brands with Peter Wilken

Dolphins, Donuts and Condoms. What do these three things have in common? Nothing. However, we do touch on these topics through the lens of brand strategy.

Our guest today is Peter Wilken, who is a brand strategy consultant, author and professional speaker. He?s the founder of Dolphin Brand Strategy, as well as the former Head of BBDO Asia Pacific. He has run agencies for Leo Burnett and Ogilvy too, working for numerous Fortune 100 companies during this time.

His book ?Dim Sum Strategy? is packed with bite-sized tools you need to build stronger brands, which is what we explore in this episode? building stronger brands.

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S01.EP22 - Building FMCG Brands with Folkert van der Heide

What's it like to build brands in the food and beverage industries? In this episode we sit down with consultant Folkert van der Heide from the Netherlands who shares his story brand-building for many years in this space.

Coming from a humble background where he grew up learning from his families farming and other small businesses, Folkert went on to work for various businesses before finding himself working in FMCG (fast moving consumer goods). He did this initially for corporations in-house before then eventually going freelance. This work then led eventually to him establishing his own drinks brand, Moj.

We dig into the story of Moj, why he created it, and his experiences creating a brand from scratch and bringing it to market. Folkert shares his approach and methodology - including how to create a product with a "big idea" behind it. If you are involved in creating brands you'll find this very inspirational!

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S01.EP21 - Making a Difference with Michael Johnson

Michael Johnson is the founder and creative director of Johnson Banks, an incredible design consultancy based in London, responsible for the rebranding of companies such as Virgin Atlantic, Think London, Christian Aid and many more.

His company is known for how they define, then design, brands that make a difference and that?s what we discuss in this episode, as well as Michael's incredible book ?Branding in 5.5 Steps? which is focused on the branding process, from the lens of both strategy and design.

Plus, we?ll explore his latest book release, ?Now Try Something Weirder?, which shows how to have great ideas & survive in the creative business. We?re incredibly stoked & privileged to have Michael on the show, as his award-winning work really does change lives.

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S01.EP20 - The Future of Branding with Valerie Jacobs

Look into Valerie Jacobs?s crystal ball and see what lies ahead for the future of branding. You?ll go back to the future, by following Valerie?s journey to becoming a master trend forecaster and how she uses these techniques to innovate & grow brands for Fortune 500 brands.

You will learn how to gather consumer & market insights, and more importantly how to use these insights for ?future-fluency?, a skill that will provide you with ?future-forward design intelligence? that you can use to stay relevant in today?s accelerated world. Buckle up, it?s time to fly, chicken.

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S01.EP19 - How to Grow Real Brands with Dava Guthmiller

Dava Guthmiller, who spearheaded Uber?s branding, is founder and CCO at Noise 13, a branding & design agency in San Francisco. In this episode, you will discover what it takes to be a ?real brand? - one that is bold, honest and centred around emotional connections.

You will learn how Dava used this philosophy to rapidly scale her agency, including a deep dive into her process of working with Uber and various other lifestyle brands. Dava shares her past failures, with key insights on why execution is just as important as strategy, plus strategies on how to measure branding. Tune in with Dava Guthmiller, Jacob Cass & Matt Davies and discover how to grow real brands with strategy & design.

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S01.EP18 - Growth, Mentorship & Strategy with Philip VanDusen

Join Philip VanDusen as we discuss personal growth, mentorship and how to use the power of strategy, design and marketing to build bullet-proof brands & businesses.


Philip VanDusen is the founder of Verhaal Brand Design, a YouTube Star and has over 20 years experience in branding & design including roles like ECD at Landor, Head of Design for Global Snacks at PepsiCo, P&G Old Navy.

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S01.EP17 - Personal Branding with Tom Ross & Michael Janda

Grow your personal brand with confidence. Tune in with Michael Janda & Tom Ross as we explore what it takes to maximise your personal brand?s success! These ?Biz Buddies? run multi 7-figure businesses and in this episode, you?ll hear the lessons they?ve picked up along the way.


Michael Janda is an agency veteran, business coach, and best-selling author of Burn Your Portfolio. He helps creative freelancers and agencies run their businesses with confidence and make more money.


Tom Ross is the CEO of DesignCuts and a marketing coach. He co-hosts the Biz Buds podcast with Michael Janda and is probably the most Honest Entrepreneur on the internet. This episode is not to be missed!

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S01.E16 - Nike & Brand DNA with Matt Watson

What does working at Nike for 10 years teach you about brand? Find out in this episode with Matt Watson, founder of Watson Creative & Brand Labs, as he reveals all, including his affinity for the Nike logo. Watson will make you think about your brand and market differently after you hear how his firm handles the branding process. We discuss brand audits, consumer research including both creative & analytical sides, the power of brand DNA, plus some key insights on how to take a position and own it. Don?t miss this episode with Matt Watson, Jacob Cass & Matt Davies! Show notes:

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