Highlights from the conversation:Since it's a living organism, a brand can behave really well if it's managed well. But it can also misbehave. There's also no such thing as a perfect brandIn the industry, we hand out brand manuals and they're sometimes treated as the Bible that the in-house design team has to conform to, but I actually don't see style guide that way – I see style guide as parameters[On research] What I want to do is get down to the very bottom of it. What is this thing? What is this subject? What is this topic? And a lot of times these projects came to us as something that is so alien that we [asked] – are we really qualified to do this?The total body of the work doesn't have a singular style to it. But rather, we always design very contextually, very specifically. But within that specific context, we want to be as creative and as expressive as possibleI think that's a fascinating way of thinking about our craft. That part of it is creating the visual, but part of it is also convincing human beings to understand, to make the leap, or to communicateI think sometimes clients hold the designers at an arm's length. They don't necessarily let them into the building. They don't let them see the bad stuff or, you know, actually understand how things work More about Natasha Jen Natasha Jen is an award-winning designer, an educator, and a partner at Pentagram. Born in Taipei, Taiwan, she joined Pentagram’s New York office in 2012. A four-time National Design Award nominee, Natasha’s work is recognized for its innovative use of graphic, verbal, digital, and spatial interventions that challenge conventional notions of media and cultural contexts. Her work is immediately recognizable, encompassing brand identity systems, packaging, exhibition design, digital interfaces, signage and wayfinding systems, print and architecture. Her recent clients include high-profile tech companies and startups, such as Google, Waze, Magic Leap, Essential Products. Past clients include a wide range of collaborators from cultural and consumer segments, including Nike, Puma, Target, Ralph Lauren Home, Kate Spade, Chanel, Tata Harper, The Costume Institute at the Metropolitan Museum, Harvard Art Museums, Guggenheim Foundation, Fernando Romero Enterprise/FR-EE and OMA/Rem Koolhaas. Natasha he has earned awards from every major design competition and is frequently published in publications, including Wired, Fast Company, Kinfolk Magazine, Print Magazine, Creative Review, Metropolis, She was a winner of Art Directors Club’s Young Guns 4 and also served as a judge for the competition in 2007, 2011, and 2017. In 2014, Wired Magazine named her as one of nine “Designers Who Matter.” She serves on the board of Storefront for Art and Architecture in New York. She also served as Board of Directors of the New York Chapter of the American Institute of Graphic Arts (AIGA) from 2014 to 2017. She is a faculty member at the School of Visual Arts BFA Graphic Design Program and is a guest critic at Harvard Graduate School of Design, Yale University School of Art, Cooper Union, Rhode Island School of Design, and the Maryland Institute College of Art.Find Natasha here: Website | LinkedIn | Instagram Show NotesCompanies and organisations:Calvin KleinDonna KaranMiscellaneous:Taipei, Taiwan How you can help:There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com﻿

One More Question

Natasha Jen: People vs. Design – how to ensure great brands survive handover

Highlights from the conversation:If you build upon communities that have organically been created, the chances of success are much higherPeople are not buying products, people are buying stories[Brands] not just an economic entity, [they’re] a social entity or cultural entityThe most successful brands piggyback on their existing communitiesIf you're not part of someone else's story, then you're in troubleCollaborations are not brand extensions. It's a big mistake to treat them as such More about Ana AndjelicNamed one of the World's Most Influential CMOs by Forbes, Ana Andjelic is the Chief Brand Officer of Banana Republic and author of “The Business of Aspiration." She specialises in building brand-driven modern businesses and runs a weekly newsletter, The Sociology of Business. Ana earned her doctorate in sociology and worked at the world’s top brands and advertising agencies. She is a widely read columnist, speaker and advisor.Find Ana here: Website | Medium | LinkedIn | Instagram | Twitter Show notesCompanies and organisations:DiorDisneyGOOPHeron Preston + Moon ToothpasteAllbirds + AdidasPatagoniaGlossierRaphaMiscellaneous:The Sociology of Business (Ana’s newsletter)The Business of Aspiration (Ana’s book) How you can helpThere are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Ana Andjelic: Brands are not just economic entities, they're also social + cultural entities

Highlights from the conversationI'm always encouraging my clients to brag in a good way.A logo is just a mark and some of the best-known brands in the world have really crappy logosAs far as trying to build a brand or a personality, that's memorable. It always comes from a unique place. And usually it comes from a smaller place[A logo] is just a symbol. A symbol only has meaning once you do all the other things around it that communicate that brandYou need to embrace who you are. Be true to who you are and tell that story of who you arePeople are so often very passionate about what they're making, if you can engage with that, you get away from the  mundane, sameness in so much of the communication you seeMore about DJ Stout DJ Stout is one of 24 Partners of the acclaimed international design consultancy Pentagram and the Principal of the Austin, Texas office. Stout joined Pentagram as a partner in 2000. Pentagram, founded in London in 1972 by five designers, currently has four offices around the world. In a special 1998 issue, American Photo magazine selected Stout as one of the “100 Most Important People in Photography.” In 2004 I.D. (International Design) magazine selected Stout for “The I.D. Fifty,” its annual listing of design innovators. In 2010 The Society of Illustrators honored Stout with the national Richard Gangel Art Director Award for his advocacy of illustration during his design career. Also in 2010 Stout was recognized as an AIGA (American Institute of Graphic Arts) Fellow Award recipient for his exceptional contributions to the field of graphic design. His design work is included in several national design collections including the Museum of Fine Arts Houston, The Dallas Museum of Art, The Wittliff Collections, and the Cooper Hewitt–Smithsonian Design Museum.Stout and his team specialize in the creation of brand identity and strategy, publication design, packaging and interactive solutions. Stout and his team have done work for high-profile companies and institutions like Microsoft Windows, Ruby Tuesday, Popeyes Louisiana Kitchen, Walgreens, Lands’ End, L.L. Bean, Southwest Airlines, The Fort Worth Museum of Science and History, The Perot Museum of Nature and Science, The Museum of Fine Arts Houston, The Contemporary Austin, The Houston Ballet, World Wildlife Fund, SkinCeuticals, Advanced Nutrients, Northwestern, Tulane, Vanderbilt, Middlebury, Loyola Marymount University, UC Berkley, The University of Colorado, Drexel and USC.DJ is the author of three books; The Pictures of Texas Monthly Twenty-Five Years, The Amazing Tale of Mr. Herbert and his Fabulous Alpine Cowboys Baseball Club, and Variations on a Rectangle–his forty-year design retrospective.Find DJ here: Instagram | Twitter  Show notesPeople:Michael BierutPaula ScherLuke HaymanHerbert Kokernot Jr.Companies and organisations:o6 RanchAlpine CowboysKokernot FieldTexas Monthly MagazineMiscellaneous:King of Diamonds – The story behind Alpine’s Kokernot Field How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com﻿

DJ Stout: Logos are overrated

Highlights from the conversationAny public institution has a brand and is a brandThe Constitution has a lavish and generous set of values...but it comes down to the promise of human dignityIt doesn't matter if you've got this amazing message and amazing marketing collateral – if you don't actually do the thing that you said you would do, it all failsOne shouldn't over mythologize the element of public participationIt doesn't matter about its provenance, the fact is that it was an evocative and moving charter on the part of those struggling against ApartheidThe question is what was produced? Whether it's a flag, a set of values, did it have resonant integrity?  More about Judge CameronEdwin Cameron retired in August 2019, after 25 years’ service as a judge, the last eleven in South Africa's highest court, the Constitutional Court. Before that, he served in the Supreme Court of Appeal for eight years, and the High Court for six. He was educated at Pretoria Boys' High, Stellenbosch and as a Rhodes Scholar at Oxford. During apartheid he was a human rights lawyer. He has fought for LGBTI equality, and helped attain the historic inclusion of sexual orientation in South Africa's Constitution. As someone living with HIV, he was a fierce critic of President Mbeki's AIDS denialist policies. His two prize-winning memoirs, Witness to AIDS (2005) and Justice: A Personal Account (2014), have been translated into German, Korean and Chinese.  He holds honorary degrees from six universities. After stepping down as a judge, he was elected Chancellor of Stellenbosch University and appointed Judicial Inspector of Correctional Services. Show NotesPeople:Arthur ChaskalsonPius LangaCompanies and organisations:The Constitutional Court of South AfricaThe Supreme Court of AppealThe High CourtMiscellaneous:The South African ConstitutionThe South African FlagMemoir: Witness to AIDS (2005)Memoir: Justice: A Personal Account (2014) How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Judge Edwin Cameron: South Africa's Constitutional Court – actually using values to build a brand

Highlights from the conversation:In the comic book world, there are thousands of characters but only a handful rise above. My theory is they've done a better job of telling their story. We can identify with them.Great characters have a strong story. Their strengths and their weaknesses are almost mirror opposites of each other.Perfect is boring. Perfect is inauthentic. Perfect is unrelatablePeople do not fall in love with corporations. They fall in love with personalityOur purpose in life is to find our true voice and be comfortable with thatWhen you have your story, you have to think about – I stand for these things and I stand against these things More about Chris DoChris Do is a loud introvert, an Emmy award-winning designer and director, CEO and founder of The Futur—an online education platform that teaches people how to make a living doing what they love.Mr. Do has given talks and conducted workshops on: Marketing, Sales, Negotiations, Pricing & Budgeting, Mindset, Content Marketing, Community Building, and Personal Branding.He has taught Sequential design for 15 years at the Art Center College of Design. Additionally, he has lectured all over the world including: Entrepreneurs’ Organization, Adobe MAX, Digital Design Days, Awwwards, The Design Conference, Birmingham Design Festival, Creative South, AIGA national conference, Motion Conference, MIT, Bend Design Conference, VMA Design Conference, Graphika Manila, Create Philippines, Rise Up Summit, RGD Design Thinkers, Cal Arts, LA Art Institute, Otis College of Design, UCLA, MGLA, CSUN, Post Production World, Adobe Video World and SDU.Find Chris here: Website | LinkedIn | YouTube | Instagram Show NotesPeople:Jose CaballerCompanies and organisations:The FuturBlindMarvel ComicsDC ComicsMiscellaneous:Pocket Full of DoThe Futur Pro GroupBusiness Bootcamp How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview. One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Chris Do: What Marvel Comics and Star Trek can teach us about brand building

Highlights from the conversation:A brand is an organism composed of hundreds of elements, logos, copywriting, photography, colours, and of course, typographyBig companies spend millions of dollars on their fucking brand. Why can't they spend a little bit more money to make sure they have a font that is recognisable?They don't even have to say anything. They just have to put type on a page and people would immediately recognise the brand It's very difficult to maintain what's good about the brandThey're rooted in this idea of being digital-friendly but they're falling in line with everybody elseIf you spend $250,000 for a photo campaign, that gets used for one season. If you spend the same amount for a font that you use for 20 years, the cost is negligible More about MatteoMatteo Bologna is the Founder and Creative Director of New York-based branding studio Mucca, a singular personality whose multidisciplinary background in architecture, graphic design, illustration, and typography has helped him build one of the most respected companies in design. Over his celebrated career, Matteo’s focused but fun-loving approach has earned strong client partnerships across countless industries, from startups, small retailers and beauty powerhouses to hospitality where he has designed for various renowned hotels and restaurants. This includes work for Sephora, Barnes & Noble, Target, WeWork, Whole Foods, Adobe Systems, the legendary Balthazar in NY and many others.Matteo is also a former board member of AIGA NY and president emeritus of the Type Directors Club, frequently lecturing around the world about his passion for typography. For his efforts, he has been widely recognized by industry publications, competitions and exhibitions, including: Communication Arts, Eye, Graphis, HOW, PRINT, the Art Directors Club, and the James Beard Foundation.Find Matteo here: Website | LinkedIn | Instagram Show NotesPeople:Rainer ScheichelbauerCompanies and organisations:MuccaGlyphsBalenciagaAbsolut VodkaMiscellaneous:FontographerMatteo’s course – Type Design for Non-Type designersMatteo’s workWhole FoodsRise by WeWorkSephoraFarmer’s Fridge How you can helpThere are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview. One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Matteo Bologna: The secret differentiator - Why your brand should own a typeface

Highlights from the conversation:You collect ideas by looking around the world and doing things, and all of those things form a vocabulary of ideas that you then come to useI always try and encourage young designers to not just look at design – to look wide and experience wideThings lead to other things. The more you collect ideas, the more you will have opportunities to make them happenIt's important that we create systems that are open and easy to flex to accommodate audiences as they participate in what you've createdWe shouldn't just do ‘adaptable’ for the sake of it, we should understand the role that each organisation playsThe work is also the journey. The difficult thing is to make brave ideas survive the process + make make into the real world More about Marina Marina Willer is a graphic designer and filmmaker with an MA in Graphic Design from the Royal College of Art. Before joining Pentagram as a partner, she was head creative director for Wolff Olins in London.During the course of her career, Willer has led the design of major identities schemes for Amnesty International, Tate, Southbank Centre, Serpentine Galleries, Oxfam, Nesta, Second Home, Sam Labs, and the largest telecoms in Russia (Beeline) and Brazil (Oi), among many others. She was also one of the designers behind the brand for Macmillan Cancer Support. More recently she led the rebrand of Battersea, one of​ ​Britain's​ ​oldest and most famous animal rescue centres, Maggie's and Rolls-Royce.Willer’s first feature film, Red Trees, premiered at the 2017 Cannes Film Festival and was released worldwide by Netflix in 2018. Her films have been shown at Fondation Cartier in Paris, the ICA in London and prestigious film festivals worldwide. Marina has made several films for iconic British architect Richard Rogers, including “Exposed” — a film to introduce Rogers' exhibition at the Pompidou Centre and the Design Museum — and “Ethos”, which was screened at the Royal Academy of Arts. The films are the result of a longstanding collaboration with Rogers and his architectural practice RSH+P, for which Willer created the visual identity. A multi-faceted designer, Willer has recently turned her hand to exhibition design, where she has completed work on major exhibitions for the Barbican (‘Mangasia: Wonderlands of Asian Comics’) and the Design Museum (‘Ferrari: Under the Skin’).She has been an examiner at the Royal College of Art and is a member of the AGI (Alliance Graphique Internationale) the most prestigious graphic design association in the world. She has been chair of the D&AD jury on numerous occasions.During the course of her career, Willer has been the recipient of a variety of industry honours and she is consistently recognised as a leading figure in UK design, including Creative Review’s Creative Leaders 2017, Design Week’s People Who Made an Impact on Design 2017 and The Dots’ Female Creative Leaders 2017.Awards include best Brazilian short film at the São Paulo Film Festival, 2004, Best British Promotional Film at Promex 2000, Grand Prix for Oi at the 2002 Design Effectiveness Awards and Gold for Macmillan 2007. Her Serpentine Galleries identity was among the 2014 nominees for the Design Museum’s ‘Beazley Designs of the Year.Find Marina here: LinkedIn | Instagram Show NotesPeople:Margaret CalvertCompanies and organisations:TateAmnesty InternationalGreat Green Wall AfricaRolls RoyceMoholy-Nagy FoundationRoyal College of ArtShakespeare Theatre CompanyMiscellaneous:Red Trees How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.

Marina Willer: Why brands like Rolls Royce + Tate are built to last

Highlights from the conversation:Your brand is this decentralised thing that essentially exists in other people's heads. It’s this thing that you're building in other people's mindsWhere you really start to feel the compound effect of brand [is] 12-18 months down the lineIt really does take a long time to win that battle of attention and fire off the sequence of neurons when someone sees your work. We underestimate how long it takes to get there. But we also underestimate what it's worth when you pass that thresholdThe only way to maintain the edge, long term, is just to dig your heels in and try and be clever, make better work and hope that it's obvious in the outputI didn't need 1000 people to believe in it for it to work. I needed to find five people a year that were interested in hiring me as a consultantThe power of consistency, and just going at something and tackling it, again and again, can produce value More about JackJack spent 10 years working in corporate advertising in NYC as a graphic designer for billion-dollar brands. It was fun, but the opposite of freedom. In search of freedom, he started his own advertising agency. It was not fun, and even less freedom.After two years of iteration, he figured out how to transition to highly specialized (and fun) consulting, which resulted in a product business: Visualize Value. VV is a project he used to build a network of mentors, a $1M/year product business, and a media platform with an audience of over 600,000 people. Now, Jack spends all of his time making things that make it easier to learn, teach, build, and sell.Find Jack here: Website | LinkedIn | Instagram (VV) Show NotesCompanies and organisations:Opponent How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com﻿

Jack Butcher: Visualize Value – a $1M brand in 18 months

Highlights from the conversation[On rebranding] You don't change from one day to the other. But I do think that makes a wave of different thinkingIt means something. They work their asses off for a purpose, and that logo signifies the purpose.We tend to pretend that a brand needs to portray something more positive than it is, and I think, No – beauty is honestyDesign is about goods and about capitalism, there is no doubt about that[On doing what’s best for a brand] People change, but the company stays. So it's not about your personal tasteDesign [has] this opportunity to do that for a collective of people – which is a company – you can make that company feel, look, or behave a certain wayMore about RejaneRejane is an award-winning designer with a history of iconic work. She has 23 years experience in graphic design and branding, including stints at renowned agencies such as Wolff Olins (UK) and Studio Dumbar (NL).Rejane studied at the School of Visual Arts in New York and St Joost Art Academy in Holland and has taught at the MA and BA in art schools around Europe. Rejane’s work is regularly featured in publications, and she also gives workshops and lectures around the world.Studio Rejane Dal BelloWe are a design studio, creating work that is meaningful, engaging and lasting. Everything we work on – a new brand, a digital experience, a book or something else – we get to the heart, to find what matters.Our job is to clearly communicate your beliefs in a striking, moving and effective way. If you’re passionate about the power of design, then we’d love to work together.We choose to be small, so we can move fast, collaborate directly and create brave work.We’re based in London and we work with people from all over the world, pulling in the right expert at the right moment.You’ll get one team, working directly for you, from first thoughts to finished creative.Find Rejane here: Website | LinkedIn Show NotesCompanies and organisations:Alzheimer Nederland FoundationThe Smile BrigadeMiscellaneous:Book: Citizen First, Designer SecondWork: Alzheimer Nederland Work: The Smile Brigade How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview. One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Rejane Dal Bello: Design is capitalism but it can be more

Highlights from the conversationWhen you're on the client side there are so many priorities to handle other than brand buildingIt's about encouraging a culture of not just being on repetition, but a culture that is about making things better and making things happenThe important thing is to know that a lot of people on the client side aren't brand buildersYou just hope that senior leadership has enough vision, communication ability and consistency in the narrative that they're telling that everyone in the company starts thinking with a holistic mindAs a business owner, he's like, I can't do any of that. I can't be the best marketer for my brand because I don't have the money to do thatIn an agency, you want to put a dent in the universe, you want to do something cool and breakthrough that people take notice. But when you're inside the company, you just want to survive to the next day and be a little better tomorrow More about LelandLeland is a designer and business executive fascinated with incredible innovation and incredible scale. In 2008, he co-founded and led as co-chief creative officer COLLINS, the globally renowned brand firm specialized in creating incredible innovation at incredible scale. In 2016, he joined Chobani as its first chief creative officer — then became its chief brand officer — where he transformed incredible scale to do incredible innovation. Today, he is the co-founder of two startups dedicated to incredible innovation that scales incredibly: River, an interest discovery engine, and Sway, a materials science company inventing seaweed-based plastic. In 2020, the World Economic Forum elected him a Young Global Leader. He is also a Board Member of the One Club for Creativity and Advisory Board Member of NOMI Networks – a global organization dedicated to ending modern slavery.Leland has built organizations honored as the most creative in the world: “Company of the Year” finalist (Fast Co), “In-House Agency of the Year” (Ad Age), “Design Firm of Year” (Ad Age), ”30 Most Important Design Companies" (Fast Co), "A Cult Brand" (The Gathering), “Most Innovative Company in the World” (Fast Co) x4, "50 Best Places for Innovators" (Fast Co) “Agency Creatives Would Kill to Work At” (WNW Magazine), “Agency Inventing the Future of Brand Building” (Forbes), “Brand that Matters” (Fortune), “Brands Changing the World” (Forbes). They have created “the next big design trend” (AIGA Eye on Design), produced “the future of music videos” (Forbes), influenced federal climate legislation, federal childhood nutrition policy, presidential candidate platforms, and won every major global creative award. He co-authored “The Anti-CEO Playbook,” a TED talk enjoyed by millions of people. He has won recognition as "Global 30 under 30” (Campaign), “Young Influencer” (Ad Age), “Most Influential Designers Today” (HOW Magazine), “Design Thinking Leader” (IBM), “Master of Marketing” (Assoc. of National Advertisers), “Tastemaker” (PDN Magazine), and “Designer to Watch” (Graphic Design USA).Find Leland here: LinkedIn | Instagram Show NotesPeople:Milton FriedmanCompanies and organisations:Chobani How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic | http://www.davidcuttermusic.com﻿

Leland Maschmeyer: Lessons from Chobani - How to revolutionise a brand in 4 years

Highlights from the conversationThe most successful relationships we have are the ones where the internal team have done the work to prime the key decision makers with what to expectThat's where balance is really crucial – we can support them and give them all the ammo needed. But at the end of the day [we need] their expertise for those crucial conversationsAs there's more access to design, [maybe] not designing is going to be differentiatedSome people just want to be part of some of the conversations along the way Part of it is figuring it out along the way. You find a rhythm or your stride a little bit into the processThere's only so much that we can do if your CEO has worked with his executive team for years. He's going to trust them way more than someone who's just come in More about BrentBrent Couchman is a graphic designer, creative director, and founder at Moniker, a brand design studio based in San Francisco.Moniker works with an international team that focuses on connecting future-thinking brands to today’s challenges and communities. Clients include Coinbase, Oculus, One Medical, Coca-Cola, Google, Facebook, Sonos, Casper, and many more.Find Brent here: Website | LinkedIn Show NotesPeople:Josh HigginsHillary Clinton (Brand)Greta ThunbergJames SommervilleVitalik Buterin (Ethereum)Companies and organisations:FacebookOculusPortalMinute MaidEthereum How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com﻿#welovenicework #branding #communication #purposedriven #creativity #brand innovation

Brent Couchman: How to create great work for clients like Facebook

Highlights from the conversation:We all have the same time in the day, but some people get exponential resultsYou can go on a completely different path and you can define what 'winning' isWe believe if we stop being self-critical, we're just gonna become a sloth...which is a complete lieGreat communities are not actually focused on communities, they're focused on a missionA lot of people get so focused on their benefits and features [of] their product, they forget that what people want to do is feel a particular wayPeople remember moments – life is a bunch of moments. What we're trying to do as marketers is, give people these moments More about FinnianAs a sought-after speaker, event facilitator and executive coach, Finnian has been dubbed “the Business Mystic” because of his unique ability to put consciousness into business and inspire leaders to find new levels of meaning and purpose through their creative endeavours.  This approach flowed through his term as President of the Colorado Chapter of Entrepreneurs Organization (EO) - the largest and most influential community of entrepreneurs in the world. As an entrepreneur, Finnian built and exited two multi-million dollar companies in the financial industry.  He’s the Creator and Chief Visionary Officer of Intentionality.com. Using the Intentionality framework, Finnian guides people to find their path, get on their path, and stay on their path to wholeness.As a lifelong learner, Finnian has degrees in maths, physics, finance, leadership, teaching and a master’s degree of science in positive psychology.  He spent 7 years in the Australian Defence Force and graduated from one of the most prestigious leadership organisations in the World, The Royal Military College of Duntroon.Finnian's finest accomplishment to date was being featured on the popular National Geographic Documentary, Undercover Angel. This was a project where he was dropped into an underprivileged community to find out their core issues, build trust and come up with a project that would support their needs.  He funded the entire program himself and worked with community leaders to form a family education centre in Fakulteta, Bulgaria.Above all, Finnian is a conscious being - committed to embodying Intentionality and inspiring others to do the same. Finnian travels the world spreading Intentionality on speaking tours, exploring new places and cultures and chasing powder as a ridiculously passionate skier!Find Finnian here:LinkedIn | Website Show NotesPeople:Warren RustandChris DoCompanies and organisations:EO (Entrepreneurs Organization) How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com﻿#welovenicework #branding #communication #purposedriven #creativity #brandinnovation

Finnian Kelly: Build a movement – something bigger than a brand

Highlights from the conversationThey're not gonna care, and they shouldn't, because they don't need more thingsIf you play it safe and you go the easy route it falls on deaf earsIt's about the people that do it. We want to be in the right relationships with the right people. The product and all that other stuff are important, but great people build great brands and great companies, and I think that's where it starts.I think it takes courage to be presented with four potential brand identities in a first client presentation and take the one that's the most crazyA great brand has impact on the world and people and culture. It doesn't have to fundamentally make us all better humans, but it should hopefully, bring joy, happiness, connectivity to people's livesIt's not one thing, it's so many individual moments where you have to make decisions. And you know, and all those decisions add up. And Vitamin Water is a perfect example. It's like, if you get everything right, where you treat every single moment, as an opportunity to introduce yourself to peopleMore about AlexAlex Center is a Brooklyn-based designer and founder of the branding company CENTER.Prior to launching his own studio, he spent 11 years working for the global beverage leader Coca-Cola where, as Design Director, he led the strategy and design vision for the brands vitaminwater, smartwater & Powerade. Over his career, Alex has designed packaging that has been in the hands of millions, launched multiple breakthrough brands, given talks around the world and once met rapper 50 Cent who told him “You must think you're pretty special.” He got nervous and instantly started sweating.Today, his team at CENTER is building the next generation of icon brands partnering with companies like United Sodas of America, Heywear, Kin Euphorics, Good Light and Conbody. Alex is also a mentor with the SVA Masters in Branding program.In his personal time he enjoys rooting for New York sports teams that wear orange & blue, eating and instagramming delicious meals and spending time with his wife Jacquelyn De Jesu and their zero kids and zero pets.Find Alex here:LinkedIn | Website | Instagram Show NotesPeopleJonathan Mildenhall 50 CentBrian CollinsCompanies and organisationsBlack Lives MatterGlaceau Vitamin WaterUnited Sodas of America How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

Alex Center: Vitamin Water – The $4.1 billion brand that changed the beverage game

Highlights from the conversation:We have to give a shit. And our employees have to give a shit about the things we give a shit aboutAny great brand is a convergence of both functional and emotional componentsWhen everybody's going heavily into their data, it leaves space for a really good storyYou’re not for all. Generalisation isn't doing anybody any favoursBe super specific about what's important to you and who you serve, because that can be a gamechangerI drive a lot of motivation from what I want to change, what I'm frustrated with, or angry atMore about KarinUnder 15% of global executive creative agency leaders are women — Karin Fyhrie is one of them. She confidently steers Top 50 brands, globally renowned cultural institutions, and market-leading start-ups into the future, thanks to her unconventional path. Over two decades, she’s evolved as quickly as the industry has, building a uniquely diverse perspective as expansive as the word ‘design’ has become thanks to tenures at COLLINS, IDEO, Google Creative Lab, Imaginary Forces, and even a VR residency through Stanford. With this cross-specialism insight, she comfortably transitions between product and service innovation, brand strategy, storytelling, and systemic creative direction for the private, public, and nonprofit sectors. Her contributions have been recognized by D&AD, The One Club, Fast Company, Graphis, Eye Magazine, Communication Arts, AIGA, the Society of Publication Designers, Type Directors Club, and the Emmy Awards.In her most recent position, Karin was the San Francisco Managing Partner of COLLINS, the design and strategy agency responsible for notable rebrands of Spotify, Robinhood, Dropbox, Mailchimp and the San Francisco Symphony. While leading the west coast office, COLLINS was (twice) consecutively named “Design Agency of the Year” by Ad Age (2019-2020) as well as one of the 50 Places Creative People Want to Work Next by Working Not Working. In 2020, she helped launch COLLINS’ first-ever editorial site, IDEAS, while simultaneously spearheading the company’s internal DEI initiatives; helping to triple the impact of its internship program committed to creatively-inclined students of colour.As of 2021, Karin launched her own studio, Sovereign Objects, a brand and innovation firm advancing the arts, culture, and science. Partnerships focus on ways that reimagine economic and/or organizational models to redistribute power and prosperity. Current clients include everything from stealth stage start-ups in the creator economy to high-impact non-profits like the Obama Foundation. On the side, she also consults through Mixing Board, a think tank  of brand and communications leaders that provide their expertise, mentorship and help with building teams to organizations looking for advice. Mixing Board community members are CMOs, heads of comms, seasoned brand strategists, social and content experts, community builders, researchers, speechwriters and policy veterans.Find Karin here: LinkedIn | Website Show NotesPeople:Bailey RichardsonBen CrickVanessa SequeiraMolly HaywardCompanies and organisations:COLLINSIDEOBumblePeople & CompanyMiroB CorpMiscellaneous:Ask Dr. Ruth (Documentary) Gestalt Principles

Karin Fyhrie: The lost art of connecting with your customers

Highlights from the conversation:Just like brands and companies, people need to have the right mindset about what could be rather than a preservation mindset or a victim mindsetTo think less about resources and more about being resourceful is the kind of change we need to make in our heads.What does the world need right now? it needs more fresh, entrepreneurial thinkers who are willing to turn things upside down and change the status quoThe people in a company are more brand builders than anything else you doRather carve out deeper, more meaningful relationships with people who truly get youGive guardrails but fewer rules to people, and more liberation to make their own decisionsMore about DavidDavid is an experienced strategy practitioner having led significant Brand, Insight, Marketing, People, Research and Technology projects across more than 20 countries. He founded DeltaVictorBravo in September 2018 and also represents eatbigfish across Africa Middle East.David’s prior experience is as CEO of Yellowwood, MD of Enterprise Identity Group /Brand Union, Group Head of eBusiness for De Beers and MD of Tinderbox. He has previously held positions as Chairperson of the South African Communication Design Council and The Digital Interactive Media Association and as Director of The Brand Council SA and the Joburg Ballet. He is currently an MPhil candidate in Inclusive Innovation at UCT GSB.Find David here: LinkedIn | Website Show NotesPeople:Patty McCordCompanies and organisations:Southwest AirlinesEdconMiscellaneous:Financial crisis of 2007–2008Burger King reveals a more tender side asking people to support McDonald’sHertz vs. Avis advertising wars: How an ad firm made a virtue out of second placeHow Netflix Reinvented HR How can you help?There are four ways you can help us out.Give us your thoughts. Rate the podcast and leave a comment.Share this as far and wide as you can - tell your friends, family and colleagues about us (caveat: if you own a family business, these may all be the same people)Tell us how we can create a better podcast - tell us what you liked, didn’t like, or what you’d like to hear more (or less) ofTell us who you’d like to hear on the podcast. Suggest someone that you think we should interview.One More Question is a podcast by Nicework, a purpose-driven company helping people who want to make a dent in the world by building brands people give a shit about.One of the things we do best is ask our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 13 years. We talk to significant creators, experts and communicators we encounter and share useful insights, inspiration, and facts that make us stop and take note as we go about our work.Hosted by our founder Ross Drakes.Subscribe iTunes, Spotify, Stitcher, Google PodcastsMusic by: @dcuttermusic / http://www.davidcuttermusic.com

David Blyth: The key to building a challenger brand

One More Question is a podcast by Nicework a Brand and Service Design Company. One of the things we do best is asking our clients the right questions. This podcast came about because we want to share some of the best answers we have heard over the last 12 years. We talk to significant creators, experts and communicators who we have encountered. To share the useful insights, inspirations and facts that made us stop and take notes as we go about our work. Hosted by our founder Ross Drakes.

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