In the podcast interview with Simon Dixon, co-founder of DixonBaxi, the conversation delved into the rapidly evolving world of branding in 2023. Dixon shed light on how technology, social media, and globalization have reshaped the landscape, making it easier for brands to connect with larger audiences. However, he emphasized that with this increased accessibility, the challenge lies in maintaining authenticity and distinctiveness in branding. Dixon outlined the essence of branding as the creation of a meaningful and authentic relationship between a brand and its audience. This involves establishing a brand's unique perspective, understanding its value to people, and effectively delivering that value through various channels, from voice to comprehensive design systems. The interview also provided insights into DixonBaxi's comprehensive creative process, spanning multiple stages in their projects, where in-depth audience research plays a pivotal role in crafting strategies that truly resonate with people. The discussion further explored the impact of technology, such as AI and VR, in the branding realm. Dixon emphasized that technology should serve as a tool to enhance the creative process rather than replace it entirely. While it can expedite certain tasks, human creativity and ideation remain irreplaceable. Additionally, the interview touched on Dixon's personal drive to continue pushing creative boundaries, highlighting the limitless nature of creativity, irrespective of age. Dixon's perspective reinforced the idea that creativity thrives as long as one remains open to learning, collaboration, and adaptation. Overall, the interview provided valuable insights into the dynamic and ever-evolving world of branding, emphasizing the enduring importance of authenticity, thorough audience research, and the unwavering role of creativity in brand development.