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