In this episode of the Brand Matters podcast, we talk with Yuri Negrebecki, a brand strategist and philosopher, to explore the intricate relationship between branding and various disciplines, including philosophy and music. They discuss the cultural differences in branding approaches between Russia and the West, the balance between timeless and adaptive branding, and the challenges of global versus local branding strategies. The conversation also delves into the role of AI in brand strategy, the significance of brand purpose, and the future of branding in an ever-changing world.

Takeaways

• Brand creation and composition share fundamental similarities.
• Cultural differences significantly impact branding strategies.
• Timeless branding must adapt to modern challenges.
• Global brands often struggle with local adaptation.
• A brand refresh without internal change is ineffective.
• Russian digital brands have global potential.
• AI can optimize but not replace human creativity.
• Empathy remains a unique human trait in branding.
• Brands with a clear purpose tend to perform better.
• The future of branding will require a focus on humanity.

"Branding is about stability and timelessness."

"The biggest challenge is how to stay human."

"People need people, not just AI."

Chapters

00:00 The Intersection of Branding and Philosophy

02:35 Cultural Differences in Branding

05:27 Timeless vs. Adaptive Branding

07:56 Global vs. Local Branding Strategies

10:40 Common Mistakes in Brand Reinvention

13:19 The Potential of Russian Brands

16:05 AI's Role in Brand Strategy

18:44 The Importance of Brand Purpose

23:19 Finding and Activating Brand Purpose

27:33 The Future of Branding in a Changing World

🎙️ Brand Matters – Episode 10: Activating Purpose with Google’s Creative Lead Andreas Mielenhausen

“Don’t decorate. Demonstrate.”

In this powerful episode, Misha Chernyshev sits down with Andreas Mielenhausen, Creative Lead at Google Creative Works, to explore one of the most important (and misunderstood) concepts in brand building: Purpose.

Together, they unpack how to activate purpose in a way that’s real, consistent, and impactful — not just a line in a manifesto, but a living, breathing system that shapes how brands behave and grow.

🔥 What you’ll learn in this episode:

• What purpose means (and why it’s more than a slogan)

• How Google connects purpose with creativity and culture

• Why internal activation matters even more than external campaigns

• The role of empathy, storytelling, and clarity in driving creative work

• How to build trust and create movements, not just messages

• What inDrive and Google learned while working on Purpose Activation Strategy together

This episode is packed with insights, frameworks, and real stories for brand leaders, strategists, creatives, and founders who want to turn purpose into a competitive advantage — and a force for good.

💚 Whether you’re building a startup or managing a global brand, this conversation will change the way you think about purpose-driven growth.

🎧 Tune in now — and get inspired to lead with meaning.

In this enriching episode, we welcome, Irina Orlandini-Avrutskaya - CEO of “Like4Like Hospitality Strategies”. Irina unravels the complex world of global food brands adaptation and expansion. With her deep-rooted expertise, Irina takes us on a vibrant journey from the bustling streets of Dubai to the emerging markets in Azerbaijan, offering listeners a first-hand account of the challenges and opportunities that lie in adapting renowned brands to distinct cultures and preferences.

Through captivating narratives, Irina vividly illustrates the significant role of technology integration in modern business, emphasizing its function in data analytics while cautioning against a one-size-fits-all approach. As we narrow down to the Middle Eastern market, she offers an immersive view into Dubai's evolving consumer habits, where traditional practices intersect with rapidly adapting European tastes, and navigates us through the complex dynamics of the fast-food and coffee culture in this vibrant city.

But the heart of this episode lies in Irina's riveting recount of launching a popular food brand in Azerbaijan, a story filled with determination, leadership, and a bold stance on maintaining brand values amidst traditional business landscapes. This segment showcases her courageous decisions and strategic adaptations that not only upheld the brand's integrity but fostered one of the most successful launches in its history.

Join us for a lively conversation that promises not only insightful business acumen but a rich tapestry of stories painting a vivid picture of global business strategies' dynamic and intricate landscape. Don't miss this chance to gain a fresh perspective and invaluable insights from a leader who's carved paths in some of the world's most diverse markets. Tune in to this episode, where business meets culture, and inspiration meets knowledge, with the exceptional Irina!