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

Design is about more than just how something looks—it’s about how it works for the people using it. On this episode of On Brand, I’m joined by Lee Hoddy, Executive Creative Director at Conran Design Group, to discuss how experience-led design can solve complex brand problems. We’ll dive into how he leads multi-disciplinary teams to create meaningful work for global names like Sofitel and AstraZeneca, and why every great brand starts with a deep understanding of human needs, wants, and motivations. What You’ll Learn in This Episode - How to map emotional friction points to find the gold in a brand experience - Why the pursuit of human endeavor is the key to branding functional industries like pharma - The reason storytelling acts as a sticky DNA thread across physical and digital touchpoints - How to conduct a multidisciplinary orchestra by surfacing the ambition in every brief - Why original ideas are the only way to escape the sea of sameness in an AI-driven world Episode Chapters (00:00) Intro (01:22) Get