How Brands Are Built How Brands Are Built

This episode of How Brands Are Built is a live recording of an April 25, 2024 book launch for Designing Brand Identity, sixth edition, held at Noise 13 in San Francisco. The event included a panel discussion moderated by Rob Goodman. The panelists were Dava Guthmiller, founder of Noise 13, Rob Meyerson co-author of the sixth edition of Designing Brand Identity, and Robin Goffman, creative director for the book. The discussion includes thoughts on rebranding, trends in branding, and how Rob and Robin first got involved with Alina Wheeler (the creator and author of Designing Brand Identity, who passed away in December, 2023). Panelists also talked about Noise 13's work for Adventr—a case study featured in the book.

Back in February of this year, I released the first Brand Names Report, an analysis of polling data on brand names from Brand New, the leading brand identity review site edited and written by Armin Vit.
From July 2020 to June 2023, visitors to Brand New cast a total of 22,769 votes across 131 brand names, rating each as Great, Fine, or Bad. These polls are the only easily available opinion data on brand names that I'm aware of. And while the data is far from perfect (I'll walk through some weaknesses on this episode), I wanted to see whether it could tell us anything useful about which brand names are preferred, and why.
To see the report as I walk through it page by page, visit How Brands Are Built on YouTube: https://www.youtube.com/@howbrandsarebuilt.
You can download the the Brand Names Report for free at https://howbrandsarebuilt.com/brandnamesreport/.

Rob Meyerson and Fabian Geyrhalter discuss brand strategy's balance of innovation and foundational rules, touching on brand creation challenges and successful launches in the evolving marketing landscape.
Today’s episode is special. It's an edited version of a LinkedIn livestream chat with Fabian Geyrhalter, founder and principal at FINIEN, "a purposefully small consultancy based in Los Angeles." Fabian is a brand strategist and creative director and host of the Hitting the Mark podcast. He's also written several best-selling books, including How to Launch a Brand and The Brand Therapy Book. Lastly, Fabian is founder of Toneoptic, which we discuss on the show.
Fabian was a guest on season two of How Brands Are Built, and I had a great time talking to him again. I hope you enjoy the conversation as much as I did.
To learn more about Fabian, visit www.finien.com. From there, you'll find links to his podcast and books. For Toneoptic, visit www.toneoptic.com.

Today's guest is Rob Goodman. Rob specializes in content strategy and creative content production, with experience at companies like Google, Wix, and Webflow. He's delivered award-winning branded content, content strategies, and comprehensive content calendars for these companies and other clients, helping brands transform into publishers built for engaging today's audiences.
Rob also hosts his own podcast, Making Ways, about the intersection of art and music. He interviews bands, like Melvins and Nada Surf, and the visual artists they collaborate with to create album art, music videos, and more. It's as cool as it sounds—I highly recommend you check it out.
One of the reasons I wanted to talk to Rob is because he's also a contributor to the new edition of Designing Brand Identity, which I co-authored with the late Alina Wheeler. Rob pitched in on the pages about social media and a few others, but his biggest contribution was helping us update the content strategy spread, where you'll find the following quote from him: "The best content cuts through the noise, connects with customers, and drives the business—all while moving at the speed of culture."
On the episode, we talk about definitions of terms like content strategy, content planning, and content production. We dive into the different objectives of content strategy, and Rob shares some high-level process tips for creating great content. We also run through Jonah Berger's six "STEPPS" to viral content, and Rob shares his take on a few of them.
To learn more about Rob Goodman, visit robgoodman.com or find him on LinkedIn. You can listen to his Making Ways podcast at makingways.co. And if you're interested in the sixth edition of Designing Brand Identity, find it on Amazon or at dbibook.com.

It's the summer of 2021—one year since the murder of George Floyd. And if you’re wondering what that has to do with the season-four wrap-up of a podcast about branding, let me tell you: in early 2020 I had a plan for season four of How Brands Are Built. But in the wake of George Floyd’s murder and protests around the world, my plan changed a bit. 2020 was already a pretty awful year for most people, and it just seemed to be getting worse and worse. So 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.
That led me to reach out to my most diverse set of guests yet, starting with Dr. Jason Chambers, who talked about the origins of racist brand names and what to do about them. I talked to female agency founders like Dava Guthmiller of Noise 13, Sunny Bonnell of Motto, and Emily Heyward of Red Antler about how they got started and the role of diversity in their agency cultures. The season ended with a two-part episode featuring Brian Collins and his agency's design apprentice, Diego Segura, who told me about one way to create opportunities for talented, but less privileged, designers and strategists. And along the way, I talked to Armin Vit of Brand New, Alina Wheeler, author of Designing Brand Identity, and Nirm Shanbhag of Sid Lee.
While I talked to guests about their agencies, books they’d written, or other topics specific to their areas of expertise, I also asked nearly all of them about what brands and branding professionals could be doing to improve the state of the world—in light of COVID-19, in light of racial injustice, and just in general. Are brands a force for good? Can they be? Should they try to be?
At the end of this episode, which features clips from every interview this season, I boil everything I heard and learned down into five ways brands—and branding professionals like you and me—can make the world a better place (sorry):
Be selective (and stick to your values) Walk the talk Wield your influence Proactively pursue diversity Don’t underestimate the power of your work In the episode, I break down each of these ideas in detail.

Diego Segura is a design apprentice at Collins, an independent strategy and brand experience design company with offices in New York City and San Francisco. In this episode, Diego describes how he discovered graphic design, his decision to drop out of high school, and what it's like being an apprentice at a prestigious branding and design company.
This is the second part of a two-part series; the episode begins with a continuation of my conversation with Brian Collins in part one. Brian shares his side of Diego's story—how Diego first got in touch, how he became a full-time employee, and why, on one of their early days together, Brian took him out to run errands throughout New York City.
After a short intro from Brian, the interview with Diego begins. I was eager to get Diego's backstory—it's fascinating (and inspiring) to hear how he got from a small town outside Austin, Texas to Collins in New York City. Along the way, he emailed with Michael Beirut, did multiple remote internships, and wrote The Dropout Manifesto (a chronicle of [my] crazy junior year).
We also talked about the importance of agencies and design studios looking outside the traditional design schools, like SVA and RISD—schools Diego wasn't even aware of when he was in high school—for new talent.
I'm telling you now: If I was out to start a studio today, I would practically build it solely on young ambitious people led by a really great creative director, head of design. Because the level of talent who reaches out to me personally, because they see I'm the design apprentice on the [Collins] website—the level of talent is insane. They are so, so, so good. ... There's no doubt they can add value. It's just, they didn't come from the same places that all the other designers came from, and we've gotta be okay with that."
– Diego Segura
To learn more about Collins visit their website. You can learn more about Diego (and see some of his work) at diegosegura.me and you can follow him on Twitter. If you're interested in checking out Diego's book, The Dropout Manifesto, it's available on Amazon, as is his second book, To a Man Much Like Myself.