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.

From Kickstarter to thriving brand, Brevitē is a case study in how a challenger wins without a war chest. Learn more at https://justcreative.com/podcast In this episode of JUST Branding, we sit down with Brandon Kim, co-founder of Brevitē, to unpack how a scrappy Kickstarter project became a beloved camera bag brand for photographers, creators, and everyday explorers. We get into the real strategy behind their early momentum, including how they positioned in a crowded category, what they got right about their audience, and how they balanced instinct, research, and creative direction to build a brand people want to be part of. Brandon also shares what bootstrapping taught them about pace, priorities, and protecting the “soul” of the brand while scaling operations. If you’re building a DTC brand, growing a challenger business, or trying to create genuine community instead of empty reach, this one’s packed with practical lessons you can steal. In this episode, you’ll learn: How Brevitē found whitespace in a saturated marketWhat made their Kickstarter campaign resonate earlyHow they approached positioning, identity, and brand voiceThe tradeoffs of bootstrapping versus outside investmentHow they built community and creator advocacy without chasing vanity metricsWhat’s next as Brevitē evolves from product to lifestyle

In this episode, Jacob and Matt sit down with Thumbcorp’s co-founders Dan Cushing and Diego Borgo to unpack what brand fame really looks like in the worlds of blockchain, Web3 and frontier technology. Dan brings decades of creative and planning experience from Levi’s to Stella Artois to Vogue. Diego has helped global giants like adidas, Prada and Salesforce translate complex tech into stories the mainstream actually cares about. Together, they’re building Thumbcorp: an agency that sits at the intersection of visionary technology and the real world.

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.

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.