Jonny Westcar spent 12 years at WPP as MD of Brand Union, working with the likes of GSK, Heineken, and Amazon. He now runs Studio Phoenix, a brand consultancy working with clients across the US, India, and South America. In this episode we get into the full process of taking a brand from positioning to execution – covering brand ideas, visual identity, repositioning vs refresh, picking creative partners, and what it actually costs.
Timestamps:
- [00:04] Brand purpose – when it works and when it doesn’t
- [08:01] Bridging positioning to brand identity through a creative idea
- [12:30] Why customer insight can’t be skipped
- [19:26] New brand vs repositioning – two different briefs
- [22:43] The “sieve” framework for auditing visual equity
- [24:00] Mapping residual, dominant, and emergent trends in your category
- [31:01] How to pick the right creative partner
- [40:36] Common mistakes in branding
Key links: