S06.EP17 - The Strategic Enemy: Why Great Brands Need a Villain with Laura Ries

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.

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.

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.

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.

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.

As democracy fractures and trust erodes, branding enters unfamiliar territory. What happens to brand building when truth becomes optional and power consolidates? Learn more at www. justcreative.com/podcast In this episode, we’re joined by Marty Neumeier—one of the most influential voices in branding—to explore what it means to design brands in a world increasingly shaped by autocracy, AI, and cultural volatility. We unpack: • Why branding depends on openness, trust, and shared meaning • What AI, media, and power shifts are doing to perception • The risks of brand neutrality—and the cost of staying silent • The role of brand builders as educators, sense-makers, and cultural participants • Why Level C is pushing brand education into new territory • How business can remain human in an increasingly controlled landscape This is a timely, wide-ranging conversation about branding’s responsibility, relevance, and future. If you’re a strategist, creative, or leader—this one asks more of you.

In this episode, we’re joined by Marty Neumeier—one of the most influential voices in branding—to explore what it means to design brands in a world increasingly shaped by autocracy, AI, and cultural volatility.

In this episode, we’re joined by Jay Clouse, one of the most trusted voices in the creator economy and founder of Creator Science, a platform helping creators become professional entrepreneurs. Jay has built a standout brand around clarity, consistency, and community—without chasing hype or shortcuts. We dig into what it really takes to build a brand-led creator business that scales trust and stays aligned.

In this episode, we go inside the mind of Simon Dixon, co-founder of the global brand and design consultancy DixonBaxi. » Learn more at https://justcreative.com/podcast  Known for shaping bold, human brands for some of the world’s most iconic companies, Simon shares how his team builds what they call Intelligent Identities™—living systems designed for scale, emotion, and relevance. We cover: • The DixonBaxi Way: principles, process, and creative culture • Why emotion—not aesthetics—is the foundation of powerful design • How to build brand systems that stay flexible without losing clarity • What SuperFutures is, and how it’s reshaping the future of brand innovation • Lessons from decades of creative risk, leadership, and reinvention This is a must-listen for designers, strategists, and creative leaders who want to push beyond surface-level branding and build brands that actually matter.

In this episode of JUST Branding, we’re joined by the brilliant and delightfully unconventional Rory Sutherland, Vice Chairman of Ogilvy UK, TED speaker, and author of Alchemy: The Surprising Power of Ideas That Don’t Make Sense. Rory takes us deep into the world of problem framing, a powerful technique that flips business challenges on their head to reveal bold, creative brand solutions hiding in plain sight.