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JUST Branding: Daily Summaries Delivered
by JUST Branding - by Jacob Cass & Matt Davies
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. ABOUT JACOB CASS 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 viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries. ABOUT MATT DAVIES 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.
Latest Episodes
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- 1 weeks ago1h 18m
S07.EP17 - 10 Design Industry Beliefs That Might Be Complete Bullshit with Massimo Zefferino (The Angry Designer)
What if some of the most common advice in the design industry is complete bullshit? "Good design speaks for itself." "More concepts mean more value." "Every designer needs to become a strategist." "AI will replace graphic designers." We've all heard these claims. But how many actually hold up in the real world? In this episode of JUST Branding, Jacob Cass & Matt Davies are joined by Massimo Zefferino from The Angry Designer, the outspoken podcast host known for challenging industry norms and calling out the nonsense holding creatives back. Drawing on Massimo's 25+ years of experience building a seven-figure design agency, and insights from the Brand Builders Summit, we put 10 popular design industry beliefs on trial. Together, we challenge the assumptions shaping how designers think, work, charge, present, position themselves and build their careers. We explore: Why good design doesn't always speak for itselfWhether designers are paid for deliverables or decisionsWhy fitting into your category might make your brand invisibleWhether presenting more design concepts actually delivers more valueWhy brand building doesn't end when the files are deliveredThe problem with telling every designer to become a strategistWhether followers, visibility and personal branding are necessary for business successWhy collecting knowledge and frameworks isn't the same as developing expertiseWhat AI is really changing about the value of graphic designWhy having a strong point of view might be your greatest competitive advantage For each belief, Massimo must decide whether it's true, whether it depends, or whether it's complete bullshit. Expect strong opinions, practical lessons, uncomfortable questions and a few sacred cows getting slaughtered. Whether you're a designer, brand strategist or creative business owner, this conversation will challenge what you've been taught and help you rethink where your real value lies. Listen now and decide for yourself: Which design industry belief is the biggest load of bullshit?
- Oct 3, 202657 min
S08.EP16 - Does Purpose Really Sell? The TOMS Story with Justin Herber
Does purpose really sell? TOMS helped prove that a business could connect commercial growth with positive impact. Its One for One model transformed a simple shoe purchase into a story millions of people wanted to join. Former TOMS brand leader Justin Herber joins us to examine the argument from inside one of the world’s best known purpose led brands. We explore how TOMS became a cultural movement, why its story resonated, what the company got right and wrong, and whether purpose can genuinely produce commercial growth.
- Sep 17, 20261h 12m
S08.EP15 — Customer Experience Psychology: How to Build a Memorable Brand with Si Elliott
What makes a customer experience memorable? Learn more at https://justcreative.com/podcast In this episode, Jacob Cass speaks with customer experience expert and author Si Elliott about the psychology behind how people experience, perceive and remember brands. Drawing from his book, Customer Experience Thinking, Si explains how behavioural science can help brands create stronger customer relationships. They explore the role of expectations, emotion, identity, effort, personalisation and control, along with the small details that can shape an entire experience. They also unpack some of the behavioural biases every brand strategist should understand, including loss aversion, framing, anchoring, social proof, the paradox of choice and the peak-end rule. You’ll discover: • Why a customer’s memory of an experience may matter more than the experience itself • How first impressions influence everything that follows • Why offering more choice can make an experience worse • The difference between being personal and being personalised • How emotion and identity shape brand preference • Where AI can improve customer experience and where humans should lead If you want to create brand experiences that feel more human, valuable and memorable, this conversation will change how you think about every customer interaction.
- Aug 31, 202651 min
Brands, Bots, Buyers: How AI Is Changing Brand Choice with Asha Parmar
AI is no longer simply helping consumers make decisions. It is becoming an active participant in what they discover, trust and buy. Learn more at https://justcreative.com/podcast In this episode of JUST Branding, Jacob Cass and Matt Davies speak with Asha Parmar, founder of Élan Intelligence, about the changing relationship between brands, buyers and AI. Asha explains how AI is compressing the traditional customer journey, influencing brand discovery and creating a new kind of AI enabled consumer. The conversation explores “machine equity”, the role of reviews and third party conversations, and why brands must now communicate clearly with both people and machines. They also tackle a bigger question: if consumers increasingly outsource their research, decisions and even personal reflection to AI, how will that affect identity, values and brand loyalty? You’ll learn: • How AI is changing consumer behaviour and purchase decisions • Why the traditional marketing funnel is being compressed • What machine equity means for brand builders • How brands can become more visible to AI systems • Why transparency and genuine customer experience matter more than ever • How to research AI behaviour within your category The next buyer choosing your brand might not be human. Is your brand ready?
- Aug 13, 20261h 4m
S07.E13 - Why Story Still Wins in Brand Building with Park Howell
Why do stories move people in ways that facts, features and clever messaging rarely can? Learn more at justcreative.com/podcast In this episode, Jacob Cass and Matt Davies speak with Park Howell, Emmy Award winning brand strategist, founder of The Business of Story and one of the world’s leading voices on business storytelling. Park explains why story remains one of the most powerful tools in brand building, what separates a memorable narrative from an interesting one and how brands can shift from simply telling stories to becoming truly story driven. The conversation explores Park’s StoryCycle framework, the commercial value of storytelling and why moving from pitching to proving can create a genuine competitive advantage. They also examine storytelling in the age of AI, including where technology can amplify the creative process, where humans must continue to lead and what new opportunities AI creates for brand strategists. If you want to build a brand people understand, remember and choose to become part of, this episode is for you.
- Jul 30, 20261h 6m
S07.EP12 - Creative Leadership & The Future of Branding with Ekaterina Solomeina
In this episode, Jacob Cass & Matt Davies sit down with Ekaterina Solomeina, creative director, TEDx speaker, co-founder of Future London Academy, and host of Creative Capes, to explore how branding, design, and creative leadership are evolving. As AI accelerates execution and businesses face more complex cultural, technological, and commercial challenges, the value of creativity is shifting. It is no longer enough for designers and brand leaders to simply make things look good. The real opportunity is to connect creativity to business value, strategic decisions, customer trust, innovation, culture, and growth. If you want to become a more strategic, commercially valuable, and future ready creative leader, this conversation is packed with insight.
- Jul 9, 202655 min
S07.EP11 - Pricing Creative Work with Jonathan Stark
In this episode, Jacob Cass sits down with Jonathan Stark, pricing expert, author of Hourly Billing Is Nuts, host of Ditching Hourly, and co-host of The Business of Authority, to unpack why trading time for money is such a poor fit for expert work. Together, Jacob and Jonathan explore the difference between fixed fees and true value pricing, how to run better sales conversations, why pricing is deeply connected to positioning, and how authority changes the way clients buy. They also discuss the psychology of charging more, why creatives often underprice their own judgment, and the practical first steps for ditching hourly without blowing up your business overnight. If you are tired of selling hours, defending rates, or being compared against cheaper alternatives, this episode will help you rethink what you are really selling and how to build a business around expertise, not availability.
- Jun 25, 20261h 1m
S07.EP10 - The Science of Brand Associations with Ulli Appelbaum
In this episode of JUST Branding, we’re joined by Ulli Appelbaum, globally respected brand strategist, founder of First The Trousers, and author of The Science of Brand Associations. Ulli has spent years helping organisations understand how brands grow by shaping the associations people hold in memory. In this conversation, we unpack one of the most important and often misunderstood areas of branding: how associations are formed, strengthened, measured, and used to drive real business growth. We explore why some brands own clear memory structures while others remain vague, how emotion and storytelling help build associations, and what marketers often get wrong about consistency, distinctiveness, and meaning. If you want to build a brand that is easier to notice, easier to remember, and easier to choose, this episode will give you a practical look at the science behind brand growth.
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About 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. ABOUT JACOB CASS 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 viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries. ABOUT MATT DAVIES 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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