On Brand: A Podcast About Branding For Brand Builders, By Brand Builders

Geoff Cook’s career took off the night he met MoMA’s CMO—and helped create the iconic MoMA QNS brand. Since then, he’s shaped brands from MILK and NeueHouse to Times Talks, JFK Terminal 4, and the Prince Estate. Partner at Base, mentor at TechStars, and global culture expert, Geoff shares how bold branding can leave a lasting cultural impact. What You'll Learn in This Episode - How a single encounter can launch a career and define a creative trajectory - Why human connection is at the heart of every successful brand experience - The concept of “world-building” in branding and how it fosters community - How to balance AI as a tool without losing creative originality - Key considerations for branding early-stage companies and preserving cash Episode Chapters (00:00) Intro (00:33) Geoff Cook’s career breakthrough at MoMA (02:10) Early lessons from DKNY and international branding (04:07) Culture-driven branding from Milk to global institutions (07:40) Translating cultural expertise to JFK Terminal