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About the Guest(s):
Simon Forster is the versatile founder and Creative Director at Robot Food, an award-winning branding and packaging design agency. With a keen interest in launching disruptive brands, Simon has successfully led numerous projects, both for clients and his own ventures. His deep understanding of retail strategy, consumer behavior, and creative branding makes him a notable expert in the field.

Connect with Simon: https:www.robot-food.com

Evelio Mattos is a seasoned designer and creative director known for his thought leadership in packaging design and branding. He frequently engages with industry experts to discuss challenges and trends in the design world through his podcast.

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Episode Summary:
In this engaging episode, Evelio Mattos converses with Simon Forster, the Creative Director of Robot Food. The discussion dives into the essence of what makes a brand disruptive, focusing on branding and packaging strategies that set brands apart from their competitors.
Simon shares valuable lessons from his own entrepreneurial journey, including the initial missteps and eventual pivot that led to the success of his skincare brand, Stories and Ink. Their conversation not only covers the practicalities of launching a brand but also delves into emotional branding and the power of resonating deeply with the target audience.

Simon draws from his extensive experience to highlight the intricacies of truly understanding one's consumer base and the importance of building a strong community around a brand. He emphasizes that disruption is not just about being loud and brash, but about cutting through the noise with authenticity and relevance. They also discuss the significance of tone of voice, copywriting, and creative flexibility in branding. Through real-life examples such as the Brooklyn Brewery rebrand, Simon illustrates how subtle yet strategic design changes can make a monumental impact in a crowded marketplace.


Key Takeaways:

Importance of Community: Building a brand starts with understanding and nurturing a community around it.

Subtle Disruption: Effective branding isn’t always about being the loudest; sometimes, the most subtle changes can create significant disruption.

Copywriting Matters: Quality copywriting is often undervalued but is crucial for a brand’s voice and resonance.

Learning from Mistakes: Early entrepreneurial missteps provide invaluable learning opportunities that shape future success.

Emotional Branding: Brands that tap into consumer emotions and values establish stronger loyalties.

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