70% of our decision-making is made unconsciously with our emotions, and when you lean into that power, you can create brands that truly resonate with consumers. For Jim Pietruszynski, CEO of Soulsight, that passion for weaving empathy and design together started when he was just a kid and continues to be the driving force behind his practices today. In this episode, we talk with Jim about the emotional core of branding and the importance of crafting designs that truly embody a brand's story and purpose.
This is Brand Story, a podcast celebrating the stories of real people who are making an impact on brands, business, and the world around them. Episodes feature guests from a variety of backgrounds who bring their own unique perspectives to the conversation.
Brand Story is created and produced by Gravity Group, a full-service brand and marketing agency, and is hosted by Gravity Group President, Steve Gilman.
Links and Information From the Episode Here: gravitygroup.com/podcast/empathy-and-design/
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Chapters:
(00:00) Introduction - Jim Pietruszynski
(03:38) Tony The Tiger - How a Cereal Box Started Jim's Career
(05:35) Story in Design & The Finding The Reason People Make Choices
(07:06) Building Long Term Relationships
(08:18) How to Foster Long-Term Client Relationships
(09:22) Refreshing the Blue Moon and Coors Light Brand
(13:55) Being an Adaptable Agency, Focus on the Client, not on a Signature Look
(15:55) Lifelong Learning, Regret isn't Bad, & Helping Others Succeed
(19:24) Undercutting Value Hurts Everyone
(21:02) Sensitivity, Vulnerability, and New Perspectives
(22:59) The Why Question
(23:49) Hope, Beauty, & Practicing Gratitude
(25:38) Advice to Younger Self: Know Your Value
