Total Rebrand or Brand Refresh? — Amrita Mathur // Superside
- Part 1 Total Rebrand or Brand Refresh? — Amrita Mathur // Superside
- Part 2Pioneering Brand Designs for Google, Amazon, Epic Games, Salesforce — Amrita Mathur // Superside
Show Notes
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01:52What does Superside do?It's a design services and tech company. They have invented a category, Creative-as-a-service.
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03:23Are they different than other design companies?The design services category is saturated, and everything sounds like everything else, but Superside is a broad-based, subscription-based design company that differs from the traditional agency model.
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09:04Why Superside focuses on design for Performance MarketingIts a differentiator to offer creative as a service.
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11:45The famous and infamous role of AI in the creative industryAI can help you create a model and scare design, but it is not at the stage where it can do creative thinking and campaign strategy. Theres a content tsunami coming, and differentiation will be a big factor.
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17:06AI is a massive step change for humanityImagine you could do whatever you want because you don't have to work for money.
Quotes
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"A subset of companies trying to grow fast and creative is the last frontier for them. And if you prioritize, if you care about speed, if you care about efficiency, and you care about having a lot of flexibility and agility on your creative team and your marketing team, then supersized is probably a better model for you than perhaps hiring internally and maybe then, classic traditional creative agency." - Amrita Mathur
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"We want to create 50 versions of the same model, but with diverse looks, heights, and hair, and whatever, you know, maybe you want a paraplegic model or whatever, AI can help you do the execution piece. But it won't be at the stage where it can do. I know for the lack of a better phrase, campaign strategy, and creative thinking." - Amrita Mathur
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"I'm awaiting the content tsunami to hit us. It's coming. It's already here, but it's coming. It's going to be like 10x. And there will be so much noise that differentiation will be critical. And I think consumers will turn off their devices and their brains a bit like stuff that doesn't pass the sniff test." - Amrita Mathur
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"Imagine you could do whatever you want because you don't have to work for money. In some ways, AI could help us get to that utopia. And then we're bettering ourselves daily." - Amrita Mathur
- Part 1 Total Rebrand or Brand Refresh? — Amrita Mathur // Superside
- Part 2Pioneering Brand Designs for Google, Amazon, Epic Games, Salesforce — Amrita Mathur // Superside
Up Next:
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Part 1Total Rebrand or Brand Refresh? — Amrita Mathur // Superside
At what point does a brand require a refresh or total rebrand? Only consider a rebrand if there is a need for the company to change its image in a big way. For instance, if there's a barrier to more consumers not coming on board, it's provable. What about a refresh? Listen to Amrita Mathur, VP of marketing at Superside, discussing when to do a total rebrand or brand refresh.
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Part 2Pioneering Brand Designs for Google, Amazon, Epic Games, Salesforce — Amrita Mathur // Superside
As AI continues to gain popularity and use, can brands rely on them for the creative side of their rebranding or brand refresh? And if you have to create designs at scale, are you better hiring in-house, using an agency, or a creative-as-a-service? Listen to Amrita Mathur, VP of marketing at Superside, as she discusses the role of AI in total rebranding or a brand refresh and deciding what is suitable for you.
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