Brad Dessington, the Director of Legion Lab, a brand innovation lab in Perth, Australia, works with brands to create cutting-edge brand innovations that outperform the competition. Legion Lab creates customised consultancy by allowing the self-selection of world-leading individuals for brands to achieve success. With a background as a founder of various businesses, discover how Brad has combined his knowledge and experience across AI, Brand and Strategy. Providing his insights into the evolution of branding and the impact of AI on creatives.  

Problem: 

By solely focusing on executing brand strategies through brand communications, there is a risk of neglecting the crucial element of prioritising the customer experience. 

Solution:  

Providing diversified thinking by 'parachuting in' leaders in respective fields to assist brands develop growth strategies and birth new innovations that improve customer experience, and the brand. 

One big piece of advice: 

Talk to your prospective customers through the development process, that way you market and validate before you even have the product. 

Bullets:     

(00:00) - Introduction  

(01:36) – Founding a Brand Agency 

(04:06) – What is Brand Consultancy? 

(06:15) – Evolution of Branding 

(07:59) – Journey of Business Growth 

(10:47) – Moving into Digital Products – Nectir 

(14:18) – Shift from Agency to Product 

(16:40) – Back to the Forefront of Innovation 

(17:42) – September AI Labs 

(19:00) – Detect Circulating Tumour Cells in the Blood 

(20:28) – Kids Books 

(21:42) – AI Data Dependency 

(22:50) – Intersection of AI and Branding 

(24:17) – Legion Labs 

(29:30) – Brad Loves Creating New Businesses 

(30:40) - Brand Ideology 

(31:20) – Unique Factor 

(32:55) – Impact of AI  

(36:28) – Do Creatives Benefit from AI? 

(38:52) – Brad's Hard View on AI 

(39:32) – Digital Twin 

(40:53) – Are we in a Simulation? 

(42:30) – Devices for Kids 

(43:21) – Brad's Big Piece of Advice 

(48:18) – Show and Tell 

Show & tell 

Click-Up 

Talestime 

Legion Lab 

Pipedrive 

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