Does purpose really sell?

TOMS helped prove that a business could connect commercial growth with positive impact. Its One for One model transformed a simple shoe purchase into a story millions of people wanted to join.

Former TOMS brand leader Justin Herber joins us to examine the argument from inside one of the world’s best known purpose led brands.

We explore how TOMS became a cultural movement, why its story resonated, what the company got right and wrong, and whether purpose can genuinely produce commercial growth.

What makes a customer experience memorable?

Learn more at https://justcreative.com/podcast

In this episode, Jacob Cass speaks with customer experience expert and author Si Elliott about the psychology behind how people experience, perceive and remember brands.

Drawing from his book, Customer Experience Thinking, Si explains how behavioural science can help brands create stronger customer relationships. They explore the role of expectations, emotion, identity, effort, personalisation and control, along with the small details that can shape an entire experience.

They also unpack some of the behavioural biases every brand strategist should understand, including loss aversion, framing, anchoring, social proof, the paradox of choice and the peak-end rule.

You’ll discover:

• Why a customer’s memory of an experience may matter more than the experience itself

• How first impressions influence everything that follows

• Why offering more choice can make an experience worse

• The difference between being personal and being personalised

• How emotion and identity shape brand preference

• Where AI can improve customer experience and where humans should lead

If you want to create brand experiences that feel more human, valuable and memorable, this conversation will change how you think about every customer interaction.

AI is no longer simply helping consumers make decisions. It is becoming an active participant in what they discover, trust and buy.

Learn more at https://justcreative.com/podcast

In this episode of JUST Branding, Jacob Cass and Matt Davies speak with Asha Parmar, founder of Élan Intelligence, about the changing relationship between brands, buyers and AI.

Asha explains how AI is compressing the traditional customer journey, influencing brand discovery and creating a new kind of AI enabled consumer. The conversation explores “machine equity”, the role of reviews and third party conversations, and why brands must now communicate clearly with both people and machines.

They also tackle a bigger question: if consumers increasingly outsource their research, decisions and even personal reflection to AI, how will that affect identity, values and brand loyalty?

You’ll learn:

• How AI is changing consumer behaviour and purchase decisions

• Why the traditional marketing funnel is being compressed

• What machine equity means for brand builders

• How brands can become more visible to AI systems

• Why transparency and genuine customer experience matter more than ever

• How to research AI behaviour within your category

The next buyer choosing your brand might not be human. Is your brand ready?

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This episode is sponsored by Superside, the world's leading AI-first creative partner for enterprises. Superside works as an extension of in-house creative teams on ad and social creative, video and presentation design. AI-first, not AI-only. More at https://superside.com.