What a way to kick off Season 7 of the JUST Branding Podcast
We sat down with Debbie Millman
We talked about what actually lasts in branding, why "personal brand" is an oxymoron, and how meaning gets built (without faking it).
It's the perfect follow up to the 'State of Brand' live panel we hosted with Debbie and David Aaker at the Brand Builders Summit last year.
And if you missed it, catch our Best of 2025 episode
Listen to S7 E1 Below are 10 key takeaways from our conversation, along with a recap of our latest Signature Offer Accelerator session.
Debbie Millman, Jacob Cass, Matt Davies
10 Key Takeaways Brands are manufactured meaning
Brands don’t exist unless people create them and imbue them with meaning.
A brand becomes real when there’s consensus
Positioning is the journey. The “brand” exists when people consistently believe the same thing about it.
Personal branding can freeze you
Brands are fixed and risk averse. Humans change, grow, and evolve. “Becoming a brand” can trap you in a single snapshot.
Build character and reputation instead
The better path is mastering your work, offering genuine value, and earning trust over time.
Principles beat performance
Tell the truth. Live up to your word. Give without always expecting a return.
Most brand “relationships” are one sided
It’s more accurate to call it an experience, not a relationship. A brand isn’t a living being.
Profit creates a permanent tension
Shareholder needs vs consumer needs is real. Ownership structure changes what decisions get made.
Redesigns don’t usually fail because of the design
They fail because of rollout, trust, and uncertainty. People don’t like change without a clear reason.
Shrinkflation destroys trust
Redesigns used to hide smaller quantities or higher prices erode loyalty fast.
DNA is foundation. Style is clothing
DNA should guide every execution, but remember: brands don’t make choices. People do. Leadership protects the idea.
Quote worth remembering
“Build your character. Build your reputation. The notion of being a brand takes so much of the humanity out of the experience.”
PS: Curious, do you agree that “personal brand” is a trap, or do you think it’s just a modern label for reputation? Reply and tell me where you land.
Signature Offer Accelerator Update We've just finished session 2 of our Signature Offer Accelerator
We're using a simple (not easy) framework to define our Signature Promise:"I help [specific audience] achieve [clear outcome] so they can [meaningful result]."
Below is a snap of us building together. Read a quick recap here click here to join us
— Jacob CassFlock Ordinary. Dare to Flair. Build a Stand Out Brand → Book your free call
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