S03.EP02 - Building Legendary Brands with Storytelling w/ Gair Maxwell artwork
JUST Branding

S03.EP02 - Building Legendary Brands with Storytelling w/ Gair Maxwell

  • S3E2
  • 59:48
  • February 1st 2022

The strength of any brand – including yours - hinges on two key factors: Differentiation & Relevance. But it doesn’t stop there. What makes a truly legendary brand is the STORY behind it.

In this episode we decipher why some brands have lines reaching around the block, while other perfectly apt competitors sit empty just steps away.

Gair Maxwell shares case studies including WHY the Mona Lisa is famous and how every-day leaders can build irresistible brands.

Gair Maxwell is a brand strategist, historian, speaker, a former radio and TV host and author of the new book, Big Little Legends:

If you want to build a legendary brand, tune into this brilliant episode.

JUST Branding

The JUST Branding Podcast, hosted by Jacob Cass & Matt Davies, is the only podcast dedicated to helping designers & entrepreneurs grow brands.

Each episode goes deep into the details of the brand building process, with professional insights, actionable tips and resources to help you build better brands.

The focus is on helping designers & entrepreneurs bridge the gap between strategy and design. Branding professionals from around the world join Jacob & Matt in discussing the benefits of brand strategy, top tools, how to sell strategy, brand purpose, brand positioning, neuroscience, brand personality, messaging, storytelling, brand naming, tag lines, logo design, brand identity design and brand experience.


Jacob Cass is a Sydney-based designer & strategist who runs JUST Creative, an award-winning branding & design firm that doubles as an industry leading blog. Jacob helps brands grow & get results by crafting distinctive logos & brand identities that are backed by a solid brand strategy.

He recently rebranded San Francisco and Puerto Rico, and also branded New York's Digital District. Other clients have included the likes of Disney, Nintendo and Jerry Seinfeld. Jacob has spoken at TEDx, been featured in Forbes, Entrepreneur and has been awarded LinkedIn’s “Best of” for branding.

For him, design is a lifelong journey of continuously honing his craft, as well as educating other fellow designers & business owners to build on theirs, which has allowed him to build a large and loyal following, including his website which has been been viewed over 50 million times. Jacob is an avid traveler and has traveled to 87 countries.


Matt is a brand strategy specialist working with leaders to align around their brand and get it ready to connect deeply with those inside and outside of their organisations. His work enables you to grow your business faster and easier. Matt solves a variety of brand challenges, from strategy and positioning to naming and identity right through to company culture and product innovation.