Podcast
A Change of Brand
Hosted by Blake Howard · EN
A Change of Brand, produced by Matchstic, is a podcast about the world’s most loved consumer companies and their rebrand glory, drama, or disaster. In this series we will go deeper than color palettes and typography, talking with brand leaders and agency creatives to retell the story behind the change. Getting into the nitty-gritty, we learn about their leading-edge work, creative process, and approach to change management. Regardless of fame or fail, our mission is to tell these stories to educate and inspire others facing a change of brand.
14episodes
Episodes
Newest firstAll episodes
Inside the Studio: Matchstic
Dec 900:45:14Tap to summarizeWe wrap up our "Inside the Studio" mini-series and pull back the curtain on Matchstic, a US-based brand consultancy with 20+ years of experience. We sit down with Creative Director Brit Blankenship and Messaging Director Cameron Lebrechet to explore what makes an ideal client, the mantras they find themselves repeating throughout the branding process, and how AI is—or isn’t—shaping their work. To see more of their work, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), edited and scored by ATAM Audio
Transcribe →
Inside the Studio: Motto
Nov 400:46:34Tap to summarizeIn this bonus episode, Blake sits down with Sunny Bonnell, co-founder of Motto, a brand transformation agency helping visionary leaders in the tech and innovation space. Sunny shares Motto’s 20-year evolution from a small Southern startup to a 50-person agency known for aligning leadership, culture, and brand strategy from the inside out. They also discuss recent rebranding controversies, such as Cracker Barrel and Jaguar, and how internal misalignment often precedes public backlash. A.I. also enters the chat as Sunny shares how Motto is experimenting with AI tools and why technology will never replace human judgment, taste, and storytelling.To see more of their work, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Sara Pepper.Link to Future London Academy: bit.ly/FutureMBA
Transcribe →
Inside the Studio: Smith & Diction
Oct 700:47:50Tap to summarizeIs it possible to build a successful agency by giving away your process? In this bonus episode, we go inside the Philadelphia-based studio Smith & Diction with co-founders Chara and Mike Smith. Known for breaking agency norms, they’ve built a reputation by sharing their process and work-in-progress design files publicly. Is sharing their secret sauce… actually their secret sauce? Learn more as we dive inside the studio.To see more of their work, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Sara Pepper.Link to Future London Academy: bit.ly/FutureMBA
Transcribe →
Amazon with Arthur Foliard
Sep 901:07:00Tap to summarizeAmazon is the world’s largest online retailer, home to a vast catalogue of categories and sub-brands. But as the company expanded, its brand architecture became increasingly fragmented. To bring clarity and cohesion, Amazon turned to Koto. Executive Creative Director Arthur Foliard shares how he and his team rebranded 50 sub-brands across 15 global markets—touching everything from visual identity systems to the Amazon logo itself.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →
Walmart with Tosh Hall and David Hartman
Sep 201:05:42Tap to summarizeWalmart is one of the largest retailers in the world. With 4700 stores, thousands of fleet vehicles, and countless assets online, there’s no chance a rebrand could be an overnight flip of the switch. It would have to be an evolution. Tosh Hall, Chief Creative Officer at JKR, and David Hartman, VP of Creative for Walmart, speak to how they approached a brand refresh for a company of this scale.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →
Utah Mammoth with Ben Barnes
Aug 2600:47:29Tap to summarizeHow many projects require three brands to be developed within a year? For Utah’s newest professional sports team, they needed visuals for the announcement of getting a hockey team, the temporary Utah Hockey Club, and finally the Utah Mammoth. Ben Barnes, Senior Brand Director at the Utah Jazz and Utah Mammoth, shares how he and his team navigated this mammoth of a branding project.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →
Jaguar with Laura Ries and James Morris
Aug 1900:56:28Tap to summarizeOne of the most sensational rebrands of 2024 was Jaguar, the British luxury car brand that seemed to leave their legacy on the side of the road. While the uproar of negative reactions felt unanimous, a few brave souls dared to call it genius. In this episode we hear from brand positioning expert and author Laura Ries as well as technology journalist Dr. James Morris to get their opinion on the Jaguar rebrand.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @aachangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →
Manischewitz with Lisa Smith
Aug 1200:46:20Tap to summarizeManischewitz is a beloved staple in any Jewish pantry. However, both the brand and the Kosher food market were on the decline. Can a rebrand not only lift them both back up, but rekindle joy and connection too? Lisa Smith, former Executive Creative Director at JKR, speaks to how she and her team did more than create snazzy new packaging, and instead offered a seat at the table.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, brief-in by Dee Boyle, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.“Sergio's Magic Dustbin" Kevin MacLeod (incompetech.com)Licensed under Creative Commons: By Attribution 4.0 Licensehttp://creativecommons.org/licenses/by/4.0/
Transcribe →
Branding in the Age of AI with Teemu Suviala
Aug 500:47:40Tap to summarizeAI has been making waves across industries–and for much longer than we think. It’s weird, messy, and maybe magic. As innovation accelerates, can the branding world truly embrace AI without losing the human touch? Teemu Suviala, Global Chief Creative Officer at Landor, takes a deep dive into AI's growing role in branding, from creative chaos to multi-sensory storytelling. Will this flip your script? Or is it all a non-human hallucination? Visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →
Herman Miller with Garrett Corcoran
Jul 2900:34:12Tap to summarizeChanges don’t have to be drastic to be delightful. Sometimes all it takes is a little rearranging and refining, like furniture design legend Herman Miller, which unveiled their first rebrand in almost 25 years. Take a seat as Garrett Corcoran, Design Director at Order, shares how he and his team embraced this legacy and refined what was already deemed a symbol of American design excellence.To see the change of brand for yourself, visit achangeofbrand.com or follow us on Instagram @achangeofbrand.Created by Matchstic (matchstic.com / @matchstic), hosted by Blake Howard (@blakehoward), co-hosted by Tracy Clark, edited and scored by ATAM Audio, produced by Brianna Belcher, and artwork by Stephanie Kim and Michael Martino.
Transcribe →