It's only when I listen to Futur conversations and interviews, I feel like I've found my tribe in the world. Thanks Brian, for your wonderful candor and delightful conversation :)
Gold! Democratising good design conversations to potentially discuss and maybe consolidate with each other to work towards a better design future! What’s not to like 🤩 count me IN!!
I'm a big fan of Collins projects but this one took me a bit to get into...about half way in I think I dig it. He is positioning creatives, or agencies as more than just asset creators and more of business transformers. I really like how they communicate this on their website as well.
Instead of holding onto what wasn’t working anymore-he blew up the old business model and adapted. Some great advice from a poetic futurist. Appreciate the interview, thanks for sharing it!
It always great to hear confirmation from such a legend. When I talk to clients I too am told that it’s like I have seen it to their mind and bought out their brand in a way they wished that could articulated. Thanks Chris and Brian!
I learn some of my biggest lessons from the smallest of sounding voices. This guy opens up the power of creativity at all levels, not just with the 'have made it' where a collection of ego ultimately seems to get in the way of stuff.
Great insights, thaks for sharing, Chris! Brian's mind is a treasure trove of new ideas and how they upend the models we know. Hats off to a great interview!
Great conversation. The approach with the garden party, no lanyards and inviting junior designer and smaller agencies is done by Serviceplan for the last 8 years. If been invited several times to represent our small brand.
Thanks all the time Chris always apprecited, as I level up and thanks for having Brian Collins back again, thank you guys for your willingly to share Knowledge to us all.
I've heard that story "Brand is dead", and "No logo" decades ago. However, peoples' perception don't change, we still react to visuals, color, pattern, logo and composition. This is not changeable, our way of reading, and memorize connotation, and denotation. In last decade we straggle with thousands of daily impulses, projected by internet, advertising, video clips etc. This is the biggest problem. This theory about "change" has limits just to give a recent example of Jaguar re-branding. No more to say... If you step out of what is acceptable, communicating in understandable language, and conveying the message about product or service, to the right audience.
I genuinely believe that with boom in AI and a shift towards a digital world, the feeling of belonging and being part of a community becomes even more important. The main thing I took from the video is that creators/ designers need to expand their minds to also recognise that they can design/ create communities, brands, and even their own lives. The prison is in our own mind.
My personal thoughts, which may or may not resonate within this conversation: • Businesses aren't the communities that they cater to. A business role is to position themselves within communities and gain value through their offerings. • Sponsors should take a backseat to the artists entities they are laying claim to support. • The role of the artist is expand and explore, where the designer focuses on objectives and goals. • Wonder is infinitely more engaging then authority. • Branding is there to assure consistency of product and to communicate an offering within the ecosystem of the company. This is why language within a company is primarily relevant within that ecosystem. Otherwise it can feel as though the corporations goal is to hijack things they have not earned. • Money is the logos of value, not value itself.
Brian is a great designer, but he's wrong on differentation as a big factor in branding. Not an opnion, but proven by the Ehrenberg-Bass Institute (How brands grow I and II, by Byron Sharp). People often switch brands and aren't as loyal as businesses would like to think. People really don't take the time to compare brands that much and don't really know what the actual differences are in brands. We can recognise a BMW and Mercedes, but what are the specific differences between these car brands really? If you would ask a group of people, they will use arguments, but if they are true they don't even know themselves. The good news is that 'distinctiveness' is way more important (Distinctive brand assets, by Jenni Romaniuk). Brands that are most recognisable, gain mental availability (how fast a brands comes to mind). The good news.... that it IS about colors, typography, patterns and symbols. That's where the expertise of designers is of high value and should be promoted more if you want to talk about the importance of branding. Base it on facts instead of 'gut feelings'.
Just read "Forbidden Laws of Wealth" by Victor Hayes and I can’t believe it’s so underrated. Methods in this book are next level, it needs more attention!
Something within me resonated with the words you both said in this episode. I'm still processing, but this feels like one of those videos I'll look back to and say... "that was when I got it… "
I was just thinking the other day I really liked when chris showed us more about how to run our strategy sessions and build an agency. I feel like we kinda lost that lately… but I’m still here watching and learning anyways.
@@thefutur my favourite was the strategy session with the Trojan storage client and although it was with Jose, I really learned a lot I still use those questions and built my strategy sessions around that video. I would love a modern version of that, and then how to build the strategy with specific q&a with clients and then implementing it into a full blown brand.
14:15 This is a brilliant idea, and really a non-trivial task among 300 some people; I would imagine you could potentially have 50 individuals in a group that size who would benefit from this kind of bespoke intelictual prompting. I can also see the usfulness of this social 'strategy' if you will, across the spectrum of industry and even domestic settings. Good stuff, a very human-to-human interaction in a society that consists mainly of human-to-screen and screen-to-screen interactions.
This kind of conversation reminds me of a group of my friends back in collage used talk about something that is not related to reality. Ie the possibility of tele-transportation… etc. Just too rare for me now to have the luxury of time and energy to think about big pictures topic. Wish I can be part of it.😊
@ I guess now I just have different priorities and surrounded with different type of people that is only interested talking about day-to-day topic. Not saying it’s good or bad but just different group of people. I wish I can still be part of creative conversations.
This sort of thing happens a lot at least used to in the film industry lots of informal networking events often around food and drink and maybe even a screening to get conversation flowing. I’m now more isolated in design and music and I’d love to be able to create something like you’re doing again only I don’t have the resources.
Wondering what happens in the first 37 minutes? - A man who has been to too many corporate functions discovers that hanging out with people outside of corporate settings is fun. Still love and appreciate Chris immensely though.
Mr. Collin's seems to understand that creatives cultivate community. His intention with his transformation agency at times sounds like grabbing things at the root. Then I get lost on the cornering the market jargon. The whole "above commodity" in business frankly is absurd. Businesses specialize in commodification, otherwise there would be no intent. The desire to go beyond commodity is a human endeavor, because within it is compassion, love, freedom, and life. From what I gather, the intention is to step out of commerce and into the realm of the living. It a beautiful and admirable goal. All this business for business sake is very draining.
i really appreciate Brian’s enthusiasm. after so many years in the game, he still has his child like curiosity and passion…which is why a lot of us feel lost in his thoughts lol but i think that’s beautiful ❤
I was lost in my thoughts here, too. I had been up for almost four days dealing with placing my mom in hospice. It was a sad few months and my thoughts were...everywhere. And there you have it. Chris' conversation was a beautiful respite for me for an hour. Gratefull, he is as delightful and disarming as he is intelligent.
Branding - ripping people off while trying to convince them the product is something they need ( via emotional manipulation creating strong desire, not need) and, is worth the grossly marked up price. Branding is nothing more than a marketing tactic to fill the pockets of business hierarchy. A simple but common example of business people's immense greed: Surf Clothing Brands: rubber thongs (flip flops in the US). Here in Oz, quality full rubber thongs cost around $20...at any Surf Shop, same quality...$120, possibly more, as last I looked was before the Weffers kicked it up quite a few notches.
Actually it’s not “the brand” ripping people off per se, it’s the business owner(s). I support plenty of small brands where I think I am fairly charged because I like both the product and service that brand/business has to offer. Also I have a choice as to whether I want to purchase that brand in the first place.
Appreciate his thoughts on branding. Would love to hear what his strategy would be if he didn't have the benefit of thickly lined pockets. I'm pretty sure I can't hire a band, get catering over to my Chateau to rub elbows with random people of position.
Very kind of you to extend an invite. It would no doubt be eye opening and great conversation. I would be interested in hearing and exploring ideas from deep thinking people at the top focused on what people can do strategically when their creative business operate in various different social classes in order to achieve sustainable businesses.
I feel like my design career experience was nothing like this. Like, I missed the point completely as to what I was supposed to do as a designer. I'm 30 years in and this video gives me so much FOMO.
@@thefutur the talk could have been called the privilege of big picture thinking with big picture money in big picture circles. For most people without the means this conversation was quite useless. As the big picture for them is paying their bills. I don’t think it helps to ignore that this type of access has something to do with Mr. Collins success.
This dude chose to watch a free video on a free platform from a group of people who constantly give their ideas away for free and decided to complain about it😂😂😂
@@room9podcast just because it’s free doesn’t mean it’s outside the realm of criticism. In my opinion, it can be very dangerous taking the advice of people who have access that you don’t. You cannot use the same methodologies.
@@room9podcast So because it's free I have to like it? And BTW: It's not really free, it costs my time and attention, which is the most valuable thing a person has - according to Chris Do himself.
Exciting times lie ahead for BRANDING! 🌟 Embracing INNOVATION and ADAPTABILITY is key to thriving in this evolving landscape. Let's harness new strategies to CONNECT more deeply with our audience and create lasting IMPACT! 🚀💥
@@NGW_Studio "yea dude why you paying for bots HMM?? it must be bots afterall! thats the only explanation!!" "oh but btw, nice song mix bro" I cant diss your channel without the backhanded compliment of course. XD (jokes aside, nice mix)
He’s saying that it’s time to simplify. Stop overthinking. Humans are craving simple connection and want to be in relevant future-thinking conversations. Get back to that inner child and use the power of language to bring people together around that vision and story.
Any egotism I have - or that you sense - it the residual panacea I offer myself to lessen the perpetual inadequacies of being less talented than everyone who works with me. It helps.
It's only when I listen to Futur conversations and interviews, I feel like I've found my tribe in the world. Thanks Brian, for your wonderful candor and delightful conversation :)
Thanks for listening
Same
so true.
Gold! Democratising good design conversations to potentially discuss and maybe consolidate with each other to work towards a better design future! What’s not to like 🤩 count me IN!!
what I love about Brian is exactly who he is here as he is here everywhere. True rare gem.
I'm a big fan of Collins projects but this one took me a bit to get into...about half way in I think I dig it. He is positioning creatives, or agencies as more than just asset creators and more of business transformers. I really like how they communicate this on their website as well.
Thank you x 1000, @cubworld.
Instead of holding onto what wasn’t working anymore-he blew up the old business model and adapted. Some great advice from a poetic futurist. Appreciate the interview, thanks for sharing it!
Poetic futurist sounds right
It always great to hear confirmation from such a legend. When I talk to clients I too am told that it’s like I have seen it to their mind and bought out their brand in a way they wished that could articulated. Thanks Chris and Brian!
I learn some of my biggest lessons from the smallest of sounding voices. This guy opens up the power of creativity at all levels, not just with the 'have made it' where a collection of ego ultimately seems to get in the way of stuff.
Great insights, thaks for sharing, Chris! Brian's mind is a treasure trove of new ideas and how they upend the models we know. Hats off to a great interview!
Great conversation. The approach with the garden party, no lanyards and inviting junior designer and smaller agencies is done by Serviceplan for the last 8 years. If been invited several times to represent our small brand.
Thanks all the time Chris always apprecited, as I level up and thanks for having Brian Collins back again, thank you guys for your willingly to share Knowledge to us all.
I've heard that story "Brand is dead", and "No logo" decades ago. However, peoples' perception don't change, we still react to visuals, color, pattern, logo and composition. This is not changeable, our way of reading, and memorize connotation, and denotation. In last decade we straggle with thousands of daily impulses, projected by internet, advertising, video clips etc. This is the biggest problem.
This theory about "change" has limits just to give a recent example of Jaguar re-branding. No more to say... If you step out of what is acceptable, communicating in understandable language, and conveying the message about product or service, to the right audience.
I genuinely believe that with boom in AI and a shift towards a digital world, the feeling of belonging and being part of a community becomes even more important. The main thing I took from the video is that creators/ designers need to expand their minds to also recognise that they can design/ create communities, brands, and even their own lives. The prison is in our own mind.
True
Subsrance begins at 17:00.
Thanks
My personal thoughts, which may or may not resonate within this conversation:
• Businesses aren't the communities that they cater to. A business role is to position themselves within communities and gain value through their offerings.
• Sponsors should take a backseat to the artists entities they are laying claim to support.
• The role of the artist is expand and explore, where the designer focuses on objectives and goals.
• Wonder is infinitely more engaging then authority.
• Branding is there to assure consistency of product and to communicate an offering within the ecosystem of the company. This is why language within a company is primarily relevant within that ecosystem. Otherwise it can feel as though the corporations goal is to hijack things they have not earned.
• Money is the logos of value, not value itself.
really like this video, best. Full of information thanks Cris do
You got it, thanks for watching!
Brian is a great designer, but he's wrong on differentation as a big factor in branding. Not an opnion, but proven by the Ehrenberg-Bass Institute (How brands grow I and II, by Byron Sharp). People often switch brands and aren't as loyal as businesses would like to think. People really don't take the time to compare brands that much and don't really know what the actual differences are in brands. We can recognise a BMW and Mercedes, but what are the specific differences between these car brands really? If you would ask a group of people, they will use arguments, but if they are true they don't even know themselves. The good news is that 'distinctiveness' is way more important (Distinctive brand assets, by Jenni Romaniuk). Brands that are most recognisable, gain mental availability (how fast a brands comes to mind). The good news.... that it IS about colors, typography, patterns and symbols. That's where the expertise of designers is of high value and should be promoted more if you want to talk about the importance of branding. Base it on facts instead of 'gut feelings'.
Just read "Forbidden Laws of Wealth" by Victor Hayes and I can’t believe it’s so underrated. Methods in this book are next level, it needs more attention!
I got it, truly a good book
I heard about that
Guys just so you know the above comment is a bot-fueled ad
Where I get me some’a that “bot-fuel”???
Two men in black talking about super powers…” rehearsing the future before it arrives…”… gotta love that. Loved it… thanks much… cheers 🥂
Cheers
Something within me resonated with the words you both said in this episode.
I'm still processing, but this feels like one of those videos I'll look back to and say... "that was when I got it… "
Amazing.
I was just thinking the other day I really liked when chris showed us more about how to run our strategy sessions and build an agency. I feel like we kinda lost that lately… but I’m still here watching and learning anyways.
Chris said tell me what you want to learn and he will teach you.
@@thefutur my favourite was the strategy session with the Trojan storage client and although it was with Jose, I really learned a lot I still use those questions and built my strategy sessions around that video. I would love a modern version of that, and then how to build the strategy with specific q&a with clients and then implementing it into a full blown brand.
@@thefutur I also loved the series building a brand super useful!!
best video I've seen all week
Conversations driven by curiosity and not agenda. ❤
Thank you for this followup episode! 🙏
You’re very welcome
Love this @chrisDO and @BrianCollins...
Thank you Seth! hope you're well.
awesome interview. so inspiring
It always great brothers ⭐️
Really wishing you the best trip to Ireland. I hope you have a great time.
Thanks so much!
14:15 This is a brilliant idea, and really a non-trivial task among 300 some people; I would imagine you could potentially have 50 individuals in a group that size who would benefit from this kind of bespoke intelictual prompting.
I can also see the usfulness of this social 'strategy' if you will, across the spectrum of industry and even domestic settings. Good stuff, a very human-to-human interaction in a society that consists mainly of human-to-screen and screen-to-screen interactions.
As a Trekkie/graphic designer Collins has always been goated in my book.
You have no idea. Come visit in Brooklyn or San Francisco or even Cape Cod. We will geek out over some fresh Tranya.
@@briancollins9916 ! 😀
@@briancollins9916 ! 🙂
@@briancollins9916 ! 🙂
Wow great interview and insights!
So many bits of wisdom
This kind of conversation reminds me of a group of my friends back in collage used talk about something that is not related to reality. Ie the possibility of tele-transportation… etc.
Just too rare for me now to have the luxury of time and energy to think about big pictures topic. Wish I can be part of it.😊
It’s all in your mind. You can expand it at any moment
@ I guess now I just have different priorities and surrounded with different type of people that is only interested talking about day-to-day topic.
Not saying it’s good or bad but just different group of people. I wish I can still be part of creative conversations.
This sort of thing happens a lot at least used to in the film industry lots of informal networking events often around food and drink and maybe even a screening to get conversation flowing. I’m now more isolated in design and music and I’d love to be able to create something like you’re doing again only I don’t have the resources.
he basically found out that people like chilling together w likeminded people and have a good time
Hahaha 🤯
So of I'm interpreting correctly, is the transformation future creation conversation about addressing inclusion and equanimity in social design?
Oh My God, wow! only 9 minutes in and already my life gives much more meaning in every aspect by now
In contrast, even after 60 minutes some people thought this was a waste of time...
Different levels of awareness I suppose
Wondering what happens in the first 37 minutes? - A man who has been to too many corporate functions discovers that hanging out with people outside of corporate settings is fun.
Still love and appreciate Chris immensely though.
I think we need to appreciate Brian and what he’s going through before we judge.
For some reason the resources links aren't working for me!
let me check. Appreciate you letting us know.
Mr. Collin's seems to understand that creatives cultivate community. His intention with his transformation agency at times sounds like grabbing things at the root. Then I get lost on the cornering the market jargon. The whole "above commodity" in business frankly is absurd. Businesses specialize in commodification, otherwise there would be no intent. The desire to go beyond commodity is a human endeavor, because within it is compassion, love, freedom, and life. From what I gather, the intention is to step out of commerce and into the realm of the living. It a beautiful and admirable goal. All this business for business sake is very draining.
i really appreciate Brian’s enthusiasm. after so many years in the game, he still has his child like curiosity and passion…which is why a lot of us feel lost in his thoughts lol but i think that’s beautiful ❤
he's so well read and sees problems at such a different level than most. I have the pleasure of spending time with him in Ireland.
I was lost in my thoughts here, too.
I had been up for almost four days dealing with placing my mom in hospice. It was a sad few months and my thoughts were...everywhere.
And there you have it. Chris' conversation was a beautiful respite for me for an hour. Gratefull, he is as delightful and disarming as he is intelligent.
Are you both in the same room? Books??
No. But we love books.
Branding - ripping people off while trying to convince them the product is something they need ( via emotional manipulation creating strong desire, not need) and, is worth the grossly marked up price.
Branding is nothing more than a marketing tactic to fill the pockets of business hierarchy.
A simple but common example of business people's immense greed: Surf Clothing Brands: rubber thongs (flip flops in the US).
Here in Oz, quality full rubber thongs cost around $20...at any Surf Shop, same quality...$120, possibly more, as last I looked was before the Weffers kicked it up quite a few notches.
@@xander1756 thanks for sharing hope you feel better 😘
@@thefutur Oh please tell me what ailment you think I have.
@@thefutur Still waiting for you to back up your accusation I have an aliment, that was solely based on your opinion of my anti-Branding comments.
Actually it’s not “the brand” ripping people off per se, it’s the business owner(s). I support plenty of small brands where I think I am fairly charged because I like both the product and service that brand/business has to offer. Also I have a choice as to whether I want to purchase that brand in the first place.
Appreciate his thoughts on branding. Would love to hear what his strategy would be if he didn't have the benefit of thickly lined pockets. I'm pretty sure I can't hire a band, get catering over to my Chateau to rub elbows with random people of position.
We made it all free for anyone who wanted to join or even stay with us, Matthew. And we will do it again next year. And you're invited. Seriously.
Very kind of you to extend an invite. It would no doubt be eye opening and great conversation.
I would be interested in hearing and exploring ideas from deep thinking people at the top focused on what people can do strategically when their creative business operate in various different social classes in order to achieve sustainable businesses.
How do I contact him...????
wearecollins.com
I feel like my design career experience was nothing like this. Like, I missed the point completely as to what I was supposed to do as a designer. I'm 30 years in and this video gives me so much FOMO.
Brian has taken a very different path than most and the reason why I like talking to him.
@@thefutur thanks. It was very enlightening.
He worked with BlackStone 🚩🚩🚩
He was invited to Davos 🚩🚩🚩
For the account people in the back 45:21
New episode🎉Thank you Brian and Chris … 🐴doing farm chores🐮
I’ll be back tonight💎✨
Networking > designing
Celebrated celebrated hoo ha hoo ha
What a total waste of time this was.. an hour of my life I won't get back.. :D
I guess you don’t like big picture thinking?
@@thefutur the talk could have been called the privilege of big picture thinking with big picture money in big picture circles. For most people without the means this conversation was quite useless. As the big picture for them is paying their bills.
I don’t think it helps to ignore that this type of access has something to do with Mr. Collins success.
This dude chose to watch a free video on a free platform from a group of people who constantly give their ideas away for free and decided to complain about it😂😂😂
@@room9podcast just because it’s free doesn’t mean it’s outside the realm of criticism. In my opinion, it can be very dangerous taking the advice of people who have access that you don’t. You cannot use the same methodologies.
@@room9podcast So because it's free I have to like it? And BTW: It's not really free, it costs my time and attention, which is the most valuable thing a person has - according to Chris Do himself.
Exciting times lie ahead for BRANDING! 🌟
Embracing INNOVATION and ADAPTABILITY is key to thriving in this evolving landscape.
Let's harness new strategies to CONNECT more deeply with our audience and create lasting IMPACT! 🚀💥
You let this guy talk you much. Important knowledge and information was lost in between
Are these long, drawn-out stories really necessary? Who has time for that? I guess it's a plus for ad dollars, but I gotta go.
⚡⚡⚡
Neither of these gentleman are introverts
3:45 .
"Conversations" aka designer freak offs
let's not go there with that reference.
A channel with 2.5 Million subscribers and yet average of 50k views = fake subscribers.
But great interview btw. 🎉
I’m not sure that’s how subs work. But Thank you.
@@basenvy shove that backhanded compliment "But great interview btw. 🎉"
Interesting, got 90 subs but some vids I get few thousands views...must be bots!
@@NGW_Studio "yea dude why you paying for bots HMM?? it must be bots afterall! thats the only explanation!!"
"oh but btw, nice song mix bro"
I cant diss your channel without the backhanded compliment of course. XD
(jokes aside, nice mix)
Fake Fact: his brother is Phil Collins
Hahah
Pseu, Pseu, Pseudo-Phil.
Ready🎵Happy Night
This guy can say a lot of words and say nothing.
Na he was saying a lot, this is big level whole picture kind of talk
He’s saying that it’s time to simplify. Stop overthinking. Humans are craving simple connection and want to be in relevant future-thinking conversations. Get back to that inner child and use the power of language to bring people together around that vision and story.
Useful comment thanks!
Ha! I agree with all of you.
That with most "gurus"
but egos, as we know them, are clearly not dead…😂
Any egotism I have - or that you sense - it the residual panacea I offer myself to lessen the perpetual inadequacies of being less talented than everyone who works with me.
It helps.
First World Epiphanies.
My god that AI thumbnail! Horror.