S06.EP18 - Transforming Amazon: Behind the Brand Overhaul with Koto (James Greenfield)
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.
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S06.EP17 - The Strategic Enemy: Why Great Brands Need a Villain with Laura Ries
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.
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S06.E16 - De-Positioning: A Bold New Playbook for Brand Strategy with Todd Irwin
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.
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S06.EP15 - What Smart Brands Do Differently with David Aaker
Branding legend David Aaker returns to JUST Branding to unpack what separates truly strategic brands from the sea of sameness in 2025.
We also spotlight the updated edition of Aaker on Branding and wrap with a fast-paced quickfire round you won’t want to miss.
If you care about building brands that actually matter—this is essential listening.
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S06.EP14 - Why Brands Shouldn’t Rely on Google (+ How to Actually Get Visibility) with Mordy Oberstein
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.
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 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.
Brasil