Podcast Summary: Season Four Wrap-Up – How Brands (and Branding Professionals) Can Do Good

Podcast Information:

• Title: How Brands Are Built
• Host: Rob Meyerson
• Episode: Season Four Wrap-Up: How Brands (and Branding Professionals) Can Do Good
• Release Date: June 7, 2021

Overview: In the season four wrap-up of How Brands Are Built, host Rob Meyerson synthesizes insights from a diverse array of branding professionals to explore how brands and those who craft them can contribute positively to society. This episode delves into themes such as diversity, ethical branding practices, client selection, and the tangible impact of branding work. Meyerson distills these conversations into five actionable strategies for branding professionals aiming to foster positive change.

1. Contextual Shift: Branding in the Wake of Social Justice Movements

Rob Meyerson sets the stage by reflecting on the profound impact of George Floyd's murder in 2020, which catalyzed a pivot in his podcast’s focus. Initially planning a standard season, Meyerson redirected his platform to address how branding can respond to and support social justice initiatives.

Notable Quote:

• "I started thinking about whether there was a way I could use this little platform of mine to do some good, or at least talk about something positive." [00:05]

2. Understanding Racist Brand Names and Their Origins

Dr. Jason Chambers, Associate Professor of Advertising at the University of Illinois, provides a historical analysis of how racist stereotypes have been embedded in brand identities. He explains that symbols in branding often serve as shorthand for consumer recognition but can perpetuate harmful stereotypes.

Notable Quotes:

• "Symbols are simply shorthand... It's a way for consumers to recognize my brand in the marketplace without me having to take 6, 8, 10, 12 paragraphs." [04:30]
• "The brand isn't any different than any other tool that human beings have constructed." [17:06]

3. The Imperative of Diversity in Branding Teams

Diversity emerges as a central theme, with guests like Sonny Bunnell of Motto and Deva Guthmiller of Noise 13 emphasizing its critical role in creating inclusive and effective brands. Sunny Bunnell highlights the startling statistic that only 0.1% of creative agencies are owned by women, underscoring the urgent need for diverse leadership.

Notable Quotes:

• Sunny Bunnell: "Sameness only brings sameness. We need more people who don't nod their heads in agreement... we need black leaders. We need more women at the top." [07:58]
• Deva Guthmiller: Discusses the challenges and processes involved in curating a diverse lineup of speakers for her conference, Invisible Talks. [09:30]

4. Creating Opportunities for Underrepresented Talent

Brian Collins of his design agency shares an inspiring story about how redesigning the security team's uniforms at Ogilvy transformed their identity and self-perception. Additionally, Collins discusses his agency's internship programs aimed at empowering young designers from less privileged backgrounds.

Notable Quote:

• Brian Collins: "I saw my relationship with my daughter change because I could take her out in public and she was going out with her dad who worked for Ogilvy, rather than her dad, who was a contract security guard. And all that changed was a suit." [27:48]

5. Selecting Clients That Align with Your Values

Armin Vit of Under Consideration emphasizes the power of choosing clients who align with a brand’s values. He advocates for working with organizations that aim to make a positive difference, thereby ensuring that branding efforts contribute meaningfully to societal good.

Notable Quotes:

• Armin Vit: "We empower those clients to be their best, to communicate clearly, to do it engagingly, to, you know, to do it in a way that is memorable, that sticks in people's minds." [14:30]
• Rob Meyerson: "The power of designers and consultants and agencies is a lot of it is simply selecting which clients to work for and which ones to kind of let, let pass." [16:01]

6. Branding as a Tool for Good and Bad

Guests discuss the dual nature of branding as a neutral tool that can be harnessed for both beneficial and detrimental purposes. Emily Hayward of Red Antler points out that while brands can lead social change, they can also succumb to performative activism without substantive action.

Notable Quotes:

• Emily Hayward: "Brands have huge influence...leaders can use that influence to stand for something, not just sell something and make a positive impact on the planet and the people living on it." [19:27]
• Sunny Bunnell: Critiques brands like Zillow and Nike for superficial alignment with social justice movements without meaningful internal change. [20:42]

7. The Tangible Impact of Branding Work

Rob Meyerson concludes with a compelling narrative from Brian Collins about the profound personal and professional impact that thoughtful branding can have. This story illustrates how seemingly minor design decisions can significantly influence individual lives and perceptions within an organization.

Notable Quote:

• Brian Collins: "Being a security guard is a good job. But he felt, because of the way he was dressed, he felt like he was part of the culture, not just a contracted employee." [27:58]

8. Actionable Strategies for Branding Professionals

Meyerson distills the season’s discussions into five key strategies for brands and branding professionals to enact positive change:

1. Be Selective and Stick to Your Values: Choose clients and projects that align with your ethical standards and contribute positively to society.
2. Walk the Talk: Ensure that brand actions reflect their stated values, avoiding performative gestures.
3. Wield Your Influence: Use your position to guide clients towards more sustainable and inclusive practices.
4. Proactively Pursue Diversity: Implement intentional strategies to build diverse teams and inclusive environments.
5. Don't Underestimate the Power of Your Work: Recognize that even small branding decisions can have significant impacts on individuals and communities.

9. Inspirational Insights from Alina Wheeler

The episode wraps up with inspirational advice from Alina Wheeler, author of Designing Brand Identity. She encourages branding professionals to dream big, share their ambitions, and cultivate a supportive professional network.

Notable Quotes:

• Alina Wheeler: "Dream big... sometimes some of the biggest opportunities come from the most unlikely places." [33:59]
• "It's never too late to be who you could have been." [37:48]

Conclusion: Empowering Change Through Branding

Rob Meyerson emphasizes that while branding alone won't solve global issues, conscious and ethical branding practices can contribute to meaningful positive change. By adhering to values, fostering diversity, and understanding the profound impact of their work, branding professionals can harness their skills to build brands that not only succeed in the marketplace but also uplift society.

Final Thoughts: How Brands Are Built Season Four provides a nuanced exploration of the intersection between branding and social responsibility. Through candid conversations and real-world examples, it offers valuable guidance for branding professionals seeking to make a positive impact in an increasingly conscious marketplace.

Additional Resources:

• Website: howbrandsarebuilt.com – Access full podcast episodes, transcripts, and original articles on various branding topics.
• Featured Book: Designing Brand Identity by Alina Wheeler – A comprehensive guide for branding professionals, now in its fifth edition.