Sign up to save your podcasts
Or
Share The Business of Creative Leadership w/ Geoff Cook | Ep 397
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
The Business of Creative Leadership w/ Geoff Cook | Ep 397
In this episode of The Futur Podcast, Chris Do sits down with Geoff Cook, founder of Base Design New York, to explore the art of world-building through branding. Geoff recounts his early days at DKNY, where he learned the fundamentals of brand, culture, and retail experience before co-founding Base around the turn of the millennium.
Together, they discuss how his marketing background shaped his approach to strategy and storytelling—skills that continue to guide his creative leadership today. Geoff shares insights on the intersection of design, business, and emotion, emphasizing how understanding brand perception drives everything from positioning to execution.
Timestamps
(00:00) - Intro
(03:34) - Breaking into DKNY fashion
(07:09) - Founding Base Design New York
(10:44) - Lessons from brand culture
(14:19) - Growth through early leadership
(17:54) - Adapting to creative disruption
(21:29) - What AI can’t replace
(25:04) - The rise of world-building
(28:39) - Story behind Matcha Brand “12”
(32:14) - Creating immersive brand worlds
(35:49) - Speaking business as designers
(39:24) - Defining brand perception clearly
(42:59) - Research and market positioning
(46:34) - Aligning stakeholders for success
(50:09) - Writing effective creative briefs
(53:44) - Managing client misalignment issues
(57:19) - Turning strategy into business growth
(01:00:54) - Measuring creative brand success
(01:04:29) - Future of branding with AI
Check out today's guest, Geoff Cook:
LinkedIn: https://www.linkedin.com/in/geoff-cook-b587804
Website: https://www.basedesign.com/
Instagram: https://www.instagram.com/geoffreycook/?hl=en
Check out The Futur:
Website: https://www.thefutur.com/
Courses: https://www.thefutur.com/shop
Linkedin: https://www.linkedin.com/company/the-futur/
Podcasts: https://thefutur.com/podcast
Instagram: https://www.instagram.com/thefuturishere/
Facebook: https://www.facebook.com/theFuturisHere/
Twitter: https://x.com/thefuturishere
TikTok: https://www.tiktok.com/@thefuturishere
Youtube:https://www.youtube.com/thefuturishere
Check out Chris Do:
Website: https://zaap.bio/thechrisdo
LinkedIn:https://www.linkedin.com/in/thechrisdo/
Facebook:https://www.facebook.com/BizOfDesign
Instagram:https://www.instagram.com/thechrisdo/
Twitter:https://x.com/thechrisdo
TikTok:https://www.tiktok.com/@thechrisdo
Threads:https://www.threads.net/@thechrisdo
Zaap: https://zaap.bio/thechrisdo
Clubhouse:https://www.clubhouse.com/@thechrisdo
Behance: https://www.behance.net/chrisdo
Learn more about your ad choices. Visit megaphone.fm/adchoices
View all episodes
By The Futur
4.9
850850 ratings
In this episode of The Futur Podcast, Chris Do sits down with Geoff Cook, founder of Base Design New York, to explore the art of world-building through branding. Geoff recounts his early days at DKNY, where he learned the fundamentals of brand, culture, and retail experience before co-founding Base around the turn of the millennium.
Together, they discuss how his marketing background shaped his approach to strategy and storytelling—skills that continue to guide his creative leadership today. Geoff shares insights on the intersection of design, business, and emotion, emphasizing how understanding brand perception drives everything from positioning to execution.
Timestamps
(00:00) - Intro
(03:34) - Breaking into DKNY fashion
(07:09) - Founding Base Design New York
(10:44) - Lessons from brand culture
(14:19) - Growth through early leadership
(17:54) - Adapting to creative disruption
(21:29) - What AI can’t replace
(25:04) - The rise of world-building
(28:39) - Story behind Matcha Brand “12”
(32:14) - Creating immersive brand worlds
(35:49) - Speaking business as designers
(39:24) - Defining brand perception clearly
(42:59) - Research and market positioning
(46:34) - Aligning stakeholders for success
(50:09) - Writing effective creative briefs
(53:44) - Managing client misalignment issues
(57:19) - Turning strategy into business growth
(01:00:54) - Measuring creative brand success
(01:04:29) - Future of branding with AI
Check out today's guest, Geoff Cook:
LinkedIn: https://www.linkedin.com/in/geoff-cook-b587804
Website: https://www.basedesign.com/
Instagram: https://www.instagram.com/geoffreycook/?hl=en
Check out The Futur:
Website: https://www.thefutur.com/
Courses: https://www.thefutur.com/shop
Linkedin: https://www.linkedin.com/company/the-futur/
Podcasts: https://thefutur.com/podcast
Instagram: https://www.instagram.com/thefuturishere/
Facebook: https://www.facebook.com/theFuturisHere/
Twitter: https://x.com/thefuturishere
TikTok: https://www.tiktok.com/@thefuturishere
Youtube:https://www.youtube.com/thefuturishere
Check out Chris Do:
Website: https://zaap.bio/thechrisdo
LinkedIn:https://www.linkedin.com/in/thechrisdo/
Facebook:https://www.facebook.com/BizOfDesign
Instagram:https://www.instagram.com/thechrisdo/
Twitter:https://x.com/thechrisdo
TikTok:https://www.tiktok.com/@thechrisdo
Threads:https://www.threads.net/@thechrisdo
Zaap: https://zaap.bio/thechrisdo
Clubhouse:https://www.clubhouse.com/@thechrisdo
Behance: https://www.behance.net/chrisdo
Learn more about your ad choices. Visit megaphone.fm/adchoices
More shows like The Futur with Chris Do
View all
The Smart Passive Income Online Business and Blogging Podcast
3,444 Listeners
The GaryVee Audio Experience
16,834 Listeners
Social Media Marketing Podcast
1,443 Listeners
The StoryBrand Podcast
1,937 Listeners
Marketing School - Digital Marketing and Online Marketing Tips
1,265 Listeners
The Martell Method w/ Dan Martell
573 Listeners
The Game with Alex Hormozi
4,455 Listeners
The Colin and Samir Show
588 Listeners
My First Million
2,655 Listeners
The Think Media Podcast
809 Listeners
The Koe Cast
166 Listeners
The Startup Ideas Podcast
205 Listeners
Marketing Against The Grain
357 Listeners
Build with Leila Hormozi
928 Listeners
AI Explored
96 Listeners