Building Radically Relevant Brands with Craig Johnson

In this episode of Creative Table, Kevin and Andy welcome back Craig Johnson, co-founder of the branding firm Matchstic. The trio discusses the importance of building radically relevant brands and maintaining business success through evolving economic conditions and trends, including the shift to fully distributed teams and the adoption of AI. Craig shares insights on Matchstic’s refined process, client relationships, and the pivotal role of curiosity and adaptability in business growth. Listen in for expert advice on how to stay ahead in the ever-changing landscape of the creative industry.

00:00 Introduction and Welcome
01:39 Craig Johnson's Background and Matchstic's Journey
05:56 Remote Work and COVID-19 Impact
11:53 Radically Relevant Brands and AI Integration
26:14 Navigating Client Relationships and Budgeting
34:10 Psychology of Business Needs
34:44 Operating from Scarcity vs. Abundance
35:30 Client Communication Strategies
37:29 Balancing Project Timelines and Paperwork
40:18 Navigating Contractual Risks
43:15 The Importance of Process in Business
49:42 Marketing vs. Branding
51:59 Case Studies and Client Trust
57:37 Product Ideas and Business Diversification
59:10 Reflecting on Business Success Stories
01:02:19 Concluding Thoughts and Future Plans