In this episode of the Believe in Brand podcast, Ari chats with Josh Ingram, founder of Most Wanted Co, a brand and innovation studio based in Brooklyn, New York. They dive into the challenges of conveying the importance of branding to clients, emphasizing the role of trust and long-term values over short-term gains, ways to measure brand health, the importance of consistency and simplicity, and modern tools like AI for brand management. The conversation also touches on the inherent challenges startup founders face with long-term branding investments. They wrap up with fascinating parallels between branding and the music industry, particularly focusing on the grunge movement's authenticity and success.

00:00 Intro and Welcome

01:08 Brand Brothers in Arms

01:35 Challenges in Branding

02:27 The Psychology Behind Branding

02:57 Branding and Human Instincts

04:08 The Importance of Brand Loyalty

07:24 Branding in Transactions

08:32 Building Long-Term Brand Value

11:43 Measuring Brand Health

17:04 The Cost of Measurement

18:22 Branding for Startups

19:39 Investing in Brands, Not Companies

24:10 The Role of Trust in Branding

25:08 Market Perception and Brand Operations

25:57 Consistency in Brand Management

28:59 Simplicity in Brand Strategy

30:17 The Importance of Differentiation

36:36 Tools for Brand Management

38:31 Grunge Music as a Metaphor for Brand

44:49 Conclusion and Final Thoughts