JUST Branding

In this episode, Jacob Cass and Matt Davies sit down with David C. Baker, author of The Business of Expertise and one of the leading voices on positioning, specialization, and advisory businesses. Learn more at https://justcreative.com/podcast Together, they explore what actually becomes valuable in a world where production is abundant. We discuss: • The difference between execution and expertise • Why many creative firms still struggle to position themselves clearly • What clients are really paying for at the highest level • Why judgment, trust, and perspective matter more than ever • How AI is reshaping pricing, specialization, and creative work • What makes a firm truly irreplaceable This conversation is for designers, strategists, consultants, and creative entrepreneurs who want to move beyond being seen as a pair of hands and become trusted experts.

How do you reimagine one of the world’s most powerful brands? Over 18 months, across 15 global markets, and with 50+ sub-brands, Koto partnered with Amazon to deliver one of the largest brand transformations in recent history. In this episode, James Greenfield, CEO and Founder of Koto, shares the inside story — from simplifying a sprawling brand architecture to modernising the iconic “smile.” Matt and Jacob dive into how to design at scale, build internal alignment, and create systems that drive consistency without killing creativity. A must-listen for anyone managing complex global brands.

What if the key to standing out wasn’t finding your niche… but attacking the norm? Learn more at https://justcreative.com/podcast In this provocative episode, we sit down with Todd Irwin, Chief Strategy Officer at Fazer and author of the new book De-Positioning (Amazon), to challenge the status quo of brand strategy. Drawing on decades of experience with both global giants and venture-backed startups, Todd reveals why traditional positioning frameworks are falling short—and how De-Positioning flips the script. You’ll learn: Why most brand positioning fails to drive real impactHow to win by challenging category conventionsWhat CMOs and founders get wrong about brand-growth alignmentHow to put De-Positioning into practice in your own brand today Whether you’re a strategist, creative, or founder, this episode will give you a sharp new lens to rethink how your brand competes. 🎧 Tune in and get ready to play offense.

Google is shifting—and fast. Between AI Overviews, zero-click results, and the rise of LLMs like ChatGPT and Perplexity, traditional search isn’t what it used to be. » Learn more at https://justcreative.com/podcast In this episode, we’re joined by Mordy Oberstein, a leading voice in SEO, to break down what these changes mean for brand builders, marketers, and strategists alike. But this isn’t your standard SEO conversation. We explore: • Why brands should stop relying on Google for discoverability • The difference between being found vs being known • How SEO and branding are more connected than ever • What LLMs are doing to content, reputation, and brand recall • Why your future visibility depends more on brand codes than keyword rankings Whether you’re a CMO, strategist, or founder, this is a wake-up call to rethink your brand visibility strategy in an AI-first internet.

In this episode, we’re joined by Jay Clouse, one of the most trusted voices in the creator economy and founder of Creator Science, a platform helping creators become professional entrepreneurs. Jay has built a standout brand around clarity, consistency, and community—without chasing hype or shortcuts. We dig into what it really takes to build a brand-led creator business that scales trust and stays aligned.

In this episode of JUST Branding, we’re joined by the brilliant and delightfully unconventional Rory Sutherland, Vice Chairman of Ogilvy UK, TED speaker, and author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense. Rory takes us deep into the world of problem framing, a powerful technique that flips business challenges on their head to reveal bold, creative brand solutions hiding in plain sight. --- Get £200 off Rory Sutherland’s MAD//Masters programme with code JB200 at checkout. A rare chance to learn applied behavioural science, strategy, and creative problem solving directly from one of the sharpest minds in marketing. Use code JB200 when you enrol. --

In this episode of JUST Branding, we sit down with hybrid creative leader Cyril Louis who is Creative Partner at The Royals and the mind behind campaigns for Beats by Dre, EA Games, and Heineken to unpack how brands can become culturally relevant and commercially effective. We explore: • What “brands in culture” really means (hint: it’s more than just riding trends) • The difference between cultural resonance and “culture-washing” • How to authentically engage with cultural movements without getting burned • Practical frameworks to align your brand with the right cultural moments • Why the future of branding depends on understanding global and local nuance • The role of emerging tech (like AI & Web3) in shaping brand relevance

Is creativity the key to unlocking innovation? In this episode of JUST Branding, we sit down with Melissa Dinwiddie — innovation strategist, keynote speaker, and author of The Creative Sandbox Way. Learn more at https://justcreative.com/podcast Melissa’s journey from calligraphy and jazz to corporate consulting has given her a unique perspective on creativity in business. She shares her Create the Impossible™ framework, a game-changing three-step process designed to help teams embrace play, imperfection, and rapid learning. We’ll explore why play isn’t just for kids, how artistic thinking fuels innovation, and how to bust through creative blocks that hold businesses back. Get 50 Free Pages of the The Creative Sandbox Way Book If you’re looking to boost creativity, enhance collaboration, and drive innovation—this episode is packed with insights you won’t want to miss!