In branding, standing out is no longer just a goal—it's a necessity. This was the central theme when Julie Cottineau, Founder and CEO of BrandTwist and Creator and Dean of Brand School, joined Simon Hodgkins, Host of The Global Discussion. With over 30 years of experience in the field, Julie's insights into branding are as interesting as they are revolutionary, offering a fresh perspective that can help any business or personal brand thrive. A Passion for Branding Julie's journey in branding began long before she held high-profile positions at global giants like Richard Branson's Virgin Group, Interbrand, and Grey Global. From a young age, she demonstrated an innate ability to innovate, as evidenced by her childhood creation of the "Pet Rock" long before it became a cultural phenomenon. This early example of creativity and resourcefulness set the stage for a career dedicated to pushing the boundaries of branding. "I've always been passionate about branding," Julie shared during the podcast. "It's about finding that unique angle—what I call the 'TWIST'—that makes a brand truly stand out in a crowded market." The TWIST: A Game-Changer in Branding Julie's proprietary "TWIST" methodology is the cornerstone of her branding philosophy. The TWIST involves looking outside your industry or category for inspiration, allowing you to bring fresh, unexpected ideas into your brand strategy. This approach has proven successful across various industries, helping brands like Virgin Hotels, Tyra Banks' personal brand, and Discovery Network achieve breakthrough results. Whether you're a CEO, entrepreneur, or someone looking to refine your personal brand, Julie's TWIST approach offers a roadmap to creating a distinctive and compelling brand identity. By drawing inspiration from unexpected places, brands can find new ways to connect with their audience, energize their employees, and, ultimately, drive business success. Embracing the Human Element in the Age of AI One of the most intriguing parts of the conversation was Julie's take on the role of AI in branding. As AI continues to shape the future of industries worldwide, Julie sees it as both a challenge and an opportunity. She emphasized the importance of using AI as a tool to enhance creativity rather than letting it dilute the human element that makes a brand unique. "AI can be a friend or foe in branding," Julie noted. "It's all about how you use it. Be the creative director—guide AI to reflect your brand's unique twist rather than letting it lead you down the path of mediocrity." Personal Branding: The CEO's Secret Weapon Julie didn't just stop at corporate branding. She also discussed the critical role of personal branding, particularly for CEOs and business leaders. According to Julie, a CEO's personal brand can significantly impact a company's overall brand perception and success. "People buy from people," Julie said. "It's crucial for CEOs to align their personal brand with their company's values and vision. This not only builds trust but also attracts top talent and loyal customers." Julie's book, TWIST: How Fresh Perspectives Build Breakthrough Brands, is a must-read. It's packed with actionable insights, real-world examples, and practical exercises that make branding not just a strategy but an engaging, creative process. Follow The Global Discussion on LinkedIn, YouTube, Spotify, and more! Stay tuned for more inspiring stories from Creatives, Leaders, and Thinkers on The Global Discussion. Join the newsletter for updates on new episodes. To support The Global Discussion, please visit: https://www.buymeacoffee.com/globaldiscuss Watch or listen to The Global Discussion Web: https://www.theglobaldiscussion.com⁠ Audio Podcast: ⁠Spotify⁠ | ⁠Google⁠ | ⁠Apple⁠ Video Podcast: ⁠https://www.theglobaldiscussion.com⁠ YouTube: ⁠https://bit.ly/TGD-YouTube⁠ Follow us on LinkedIn/Social Media ⁠⁠https://www.linkedin.com/company/theglobaldiscussion⁠⁠ Others: X, Instagram, and Facebook