In episode 10 of The Somewhat Creative Show, Rocky Tilney and Clark Miller are joined by guest Daniel Hutson, EVP of Creative Services at MacKenzie, to break down one of branding’s most consistent plot twists: the epic rebrand fail.

From Gap’s blink-and-you’ll-miss-it logo flop to Jaguar’s identity crisis, the trio dives into the “what were they thinking?” moments that prove even big-name companies can stumble hard. Along the way, they explore why good branding takes more than a fresh font—like research, emotional insight, and a deep understanding of your audience (you know, the basics).

They also dig into the art of the pitch, the delicate balance between innovation and tradition, and why branding without a strategy is basically just graphic design with vibes. The conversation doesn’t shy away from the future, either: AI’s impact on creative teams, the importance of understanding client culture, and a few words of real-world advice for the next wave of creatives trying to find their footing.

Whether you're rethinking a logo or wondering if AI is coming for your job, this episode has something for every kind of creative brain.

Takeaways

• Brand redesigns can fail due to lack of research.
• Understanding customer sentiment is crucial for branding.
• Big brands can make mistakes just like small companies.
• Effective branding requires a balance of tradition and innovation.
• Strategic communication is key in brand management.
• Rebranding should not alienate existing customers.
• Market research is essential before launching a new brand identity.
• Branding failures can lead to significant financial losses.
• The visual identity of a brand must resonate with its audience.
• Successful branding involves storytelling and emotional connection. Branding requires deep audience insights.
• Rebranding can significantly impact sales negatively.
• Effective pitching is crucial for creative success.
• Understanding client culture enhances branding efforts.
• Strong client relationships yield better outcomes.
• AI is a tool, not a replacement for creativity.
• Speed in creative processes can lead to quality issues.
• The future of agencies may be shaped by AI.
• New graduates should embrace adaptability in their careers.
• Creativity can open diverse career pathways.