In this episode of the Brand Matters podcast, we talk with Yuri Negrebecki, a brand strategist and philosopher, to explore the intricate relationship between branding and various disciplines, including philosophy and music. They discuss the cultural differences in branding approaches between Russia and the West, the balance between timeless and adaptive branding, and the challenges of global versus local branding strategies. The conversation also delves into the role of AI in brand strategy, the significance of brand purpose, and the future of branding in an ever-changing world.

Takeaways

• Brand creation and composition share fundamental similarities.
• Cultural differences significantly impact branding strategies.
• Timeless branding must adapt to modern challenges.
• Global brands often struggle with local adaptation.
• A brand refresh without internal change is ineffective.
• Russian digital brands have global potential.
• AI can optimize but not replace human creativity.
• Empathy remains a unique human trait in branding.
• Brands with a clear purpose tend to perform better.
• The future of branding will require a focus on humanity.

"Branding is about stability and timelessness."

"The biggest challenge is how to stay human."

"People need people, not just AI."

Chapters

00:00 The Intersection of Branding and Philosophy

02:35 Cultural Differences in Branding

05:27 Timeless vs. Adaptive Branding

07:56 Global vs. Local Branding Strategies

10:40 Common Mistakes in Brand Reinvention

13:19 The Potential of Russian Brands

16:05 AI's Role in Brand Strategy

18:44 The Importance of Brand Purpose

23:19 Finding and Activating Brand Purpose

27:33 The Future of Branding in a Changing World

🎙️ Brand Matters – Episode 10: Activating Purpose with Google’s Creative Lead Andreas Mielenhausen

“Don’t decorate. Demonstrate.”

In this powerful episode, Misha Chernyshev sits down with Andreas Mielenhausen, Creative Lead at Google Creative Works, to explore one of the most important (and misunderstood) concepts in brand building: Purpose.

Together, they unpack how to activate purpose in a way that’s real, consistent, and impactful — not just a line in a manifesto, but a living, breathing system that shapes how brands behave and grow.

🔥 What you’ll learn in this episode:

• What purpose means (and why it’s more than a slogan)

• How Google connects purpose with creativity and culture

• Why internal activation matters even more than external campaigns

• The role of empathy, storytelling, and clarity in driving creative work

• How to build trust and create movements, not just messages

• What inDrive and Google learned while working on Purpose Activation Strategy together

This episode is packed with insights, frameworks, and real stories for brand leaders, strategists, creatives, and founders who want to turn purpose into a competitive advantage — and a force for good.

💚 Whether you’re building a startup or managing a global brand, this conversation will change the way you think about purpose-driven growth.

🎧 Tune in now — and get inspired to lead with meaning.

In this enriching episode, we welcome, Irina Orlandini-Avrutskaya - CEO of “Like4Like Hospitality Strategies”. Irina unravels the complex world of global food brands adaptation and expansion. With her deep-rooted expertise, Irina takes us on a vibrant journey from the bustling streets of Dubai to the emerging markets in Azerbaijan, offering listeners a first-hand account of the challenges and opportunities that lie in adapting renowned brands to distinct cultures and preferences.

Through captivating narratives, Irina vividly illustrates the significant role of technology integration in modern business, emphasizing its function in data analytics while cautioning against a one-size-fits-all approach. As we narrow down to the Middle Eastern market, she offers an immersive view into Dubai's evolving consumer habits, where traditional practices intersect with rapidly adapting European tastes, and navigates us through the complex dynamics of the fast-food and coffee culture in this vibrant city.

But the heart of this episode lies in Irina's riveting recount of launching a popular food brand in Azerbaijan, a story filled with determination, leadership, and a bold stance on maintaining brand values amidst traditional business landscapes. This segment showcases her courageous decisions and strategic adaptations that not only upheld the brand's integrity but fostered one of the most successful launches in its history.

Join us for a lively conversation that promises not only insightful business acumen but a rich tapestry of stories painting a vivid picture of global business strategies' dynamic and intricate landscape. Don't miss this chance to gain a fresh perspective and invaluable insights from a leader who's carved paths in some of the world's most diverse markets. Tune in to this episode, where business meets culture, and inspiration meets knowledge, with the exceptional Irina!

In this captivating episode, join in a thought-provoking conversation with Måns Hosk, the co-founder of Kurppa Hosk, one of the world's leading brand design agencies hailing from Sweden. This episode delves into the deep insights shared by Mäns, discussing the importance of rebranding humanity itself in our current challenging times.

Explore the rich history of design in Sweden and the cultural factors that have shaped its prominence in the creative industry. Discover how Kurppa Hosk has become a global brand design powerhouse and the secrets behind their success. Gain valuable insights into their unique approach of combining business and artistry, merging data-driven strategies with creative brilliance to create meaningful and impactful brands.

Venture into the intriguing territory of data analytics and AI, as Måns and Misha contemplate their potential influence on the future of brand design. Uncover the delicate balance between human creativity and technological tools, and the critical role played by taste-makers in defining what great design truly looks like.

Additionally, explore the challenges of measuring brand success, the importance of internal cultural change, and the transformative power of purpose-driven branding. Måns shares personal anecdotes, including his experiences as a co-founder, the significance of maintaining a work-life balance, and finding inspiration through nature and long-distance running.

Whether you're a budding designer, a branding enthusiast, or simply curious about the intersection of creativity and business, this episode offers profound insights and inspiring advice for those aiming to make their mark in the branding industry.

Tune in to this enlightening episode and embark on a journey that transcends conventional brand design, urging us to rethink our collective humanity and the path we tread.

What initially planned as a fun experiment turned out as a very inspirational and deep discussion. 

This is the first ever podcast between human and Artificial Intelligence on marketing and branding. It’s fun to listen. But it’s even more amazing to watch. As AI is now can be humanised not only through text and voice, but also through video. And this is very fascinating. 

Tune-in for the new episode of the “Brand Matters” podcast with “Brandon” being my AI-guest for the show.

This unique conversation ventures into uncharted territory, discussing AI's role and potential in brand creation, the future of branding in the digital era, and debunking common fears surrounding AI. As the first-ever dialogue of its kind between a human and AI on the topic, Brendan provides innovative insights into creating a resonant brand personality, defining a purposeful brand mission, and the power of AI in supercharging brand design. We also delve into a captivating review of under-the-radar brands that are making significant waves in the industry. Brendan's AI-backed perspectives and our engaging discussion will reshape your understanding of marketing and branding. Tune in to be a part of this revolutionary conversation!

🎙️ Welcome to the Brand Matters Podcast, where we delve into the world of creating strong and meaningful brands. In today's episode, we have the pleasure of hosting Davor Bruketa, the owner and founder of Bruketa & Žinič & Gray agency, known for their creativity and innovation. We'll explore the secrets behind their success and how they navigate the evolving landscape of the creative business.

Davor takes us on a journey through the agency's humble beginnings as a design studio with ambitions to become cool designers. Along the way, they discovered the world of advertising and realized the power it holds in terms of economic and cultural influence. Their passion for branding led them to partner with skilled individuals and develop their expertise over the years, resulting in numerous accolades and recognition in the industry.

The conversation touches upon the recent rise of generative AI and its impact on the creative process. Davor shares his experience working with AI in designing a brand character and how it surprisingly outperformed the work of four illustrators. He explores the potential of generative AI as a research and analysis tool that provides a solid foundation for even more remarkable and unique creations.

While discussing the role of generative AI, Davor emphasizes the importance of collaboration between humans and AI, where AI accelerates idea generation for creative professionals to build upon. However, he also acknowledges the rapid pace of AI development, raising questions about potential threats to smaller creative agencies, freelancers, and design studios. Davor believes that adaptation is key, as new technologies always bring changes, and those who embrace learning and evolve with the times will always find opportunities.

The conversation dives into the agency's approach to nurturing talent and fostering a people-driven environment. Davor highlights the significance of finding individuals who resonate with the agency's vision, creating a chemistry akin to a love affair. He discusses the balance between work and personal life and how some team members genuinely live and find self-actualization in the creative business, fueled by the impact they make on multiple levels.

Client relationships also take the spotlight, and Davor emphasizes the importance of understanding and empathizing with clients' needs. He shares insights on the collaborative nature of the agency-client dynamic, where genuine communication and team play lead to successful outcomes. Davor acknowledges that misunderstandings can occur but underscores the power of empathy in building stronger relationships.

The podcast wraps up by discussing the measurement of creativity. Davor reveals an eye-opening approach used during their work with Coca-Cola Europe, where they tested concepts by creating Instagram ads. The sincere reactions received from real users clicking on these ads proved invaluable in determining the viability and effectiveness of ideas. Davor's openness to testing and understanding audience reactions challenges the notion of relying solely on subjective professional opinions.

Join us in this engaging conversation as we unravel the secrets of building successful brands and navigate the evolving landscape of the creative business. Tune in to the Brand Matters Podcast for valuable insights and inspiration from industry experts like Davor Bruketa.

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In this episode, we are diving with Dina into PR and its role in shaping brands. Discussing the following: 

- How to make a way into international PR and be awarded by  Davos Communications as the Best Woman in PR?

The warmest podcast from sunny Argentina. One of the best advertising directors I had the honor to work with – Sebastian Schor.

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Director that has shot 60+ successful advertising campaigns for such brands as made more than 60 campaigns for brands such as Coca-Cola, Spotify, Ford, KFC, MasterCard, Telefónica, Bud Light, Chrysler, WhatsApp & inDrive as well as documentary and fiction projects.

Listen to learn:

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Discussing such topics as: 

What do religions and modern brands have in common?

What brands can learn from religions?

Are brands the new religion? Why are brands creating religions themselves?

What brands can learn from religions on creating a design and identity (e.g. visual symbols, rituals)

What can a brand manager or a marketing director learn from going to church or reading a Bible or Tora or Koran?

Does the Bible talk about branding?

What does God say about marketing?

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About 90% of startups fail. Why? 

How research can help startup to grow?

What is a product-market fit? How and what kind of research can help to find it?

The market is always changing. People, competition, and technology are changing. How research can help to see these changes?

Henry Ford once said, "If I had asked people what they wanted, they would have said faster horses." How to test new technological product ideas? 

What is customer development?

How to make a good guide for interviewing customers? 

What are the most common mistakes during customer interviews? 

What are the cultural differences in researching in different countries? Let’s say the UK vs USA and maybe other countries of your experience. 

Who should drive research in startups? Spoiler - founders themselves. 

Research vs intuition for entrepreneurs and marketers? What’s better? 

And useful links for diving deeper: 

Books: 

Trendwatching: 

1) Online tools for competitor analysis. Services like Serpstat and Similarveb can help you find out their key metrics and search queries

2) Analysis of short-term trends using Google Trends 

3) Observing social media trends and sentiment  in Instagram, Pinterest

4) Subscribing to sites that send out statistics and trends e.g., Glimps and Trendwatching 

5) Miscellaneous research (e.g., consumer insights from Google and news analysis by business area

6) Dedicated trend-watching sites and channels e.g. retail innovation, technology and tech startup;

7) Conferences on trends in different 

8) Movies and books about the future, trendspotter observation;

9) Interviews with experts, futurologists, and trend watchers;