Jim Pietruszynski – Branding is More than a Logo
SEASON: 3 EPISODE: 22
Episode Overview:
In today’s saturated market, where messages and brands constantly jostle for a slice of our attention, merely having a visually appealing design or a memorable tagline doesn’t cut it anymore. It’s about diving deep, beyond the surface, to genuinely connect with the core of human emotions and thought processes. This is where our guest, Jim Pietruszynski, the CEO of Soulsight, truly excels and sets himself apart.
Jim has been a pivotal force in shifting cultural landscapes and propelling brand growth by tapping into an unparalleled comprehension of the human psyche. Picture this: crafting brands that do more than just exist – brands that thrive and resonate within the very essence of consumers, sparking both an emotional connection and delivering concrete results.
Prepare yourself to explore the intricacies of constructing brands that not only capture, but also captivate hearts, all while driving impressive outcomes. Join me now for my conversation with Jim Pietruszynski.
Guest Bio:
Jim Pietruszynski is honored to be the CEO of Soulsight, a full service brand design agency, that utilizes an empathic mindset to motivate consumer connections with brands emotionally, keeping brands relevant and evolving with culture. With over 3 decades of experience in iconic brand design, Jim has worked in every category and channel, and is driven not only by creativity, but understanding true human needs, turning brands into artifacts of our culture. He has spent the last 25 years at Soulsight with roles as a Designer, Strategist, Account Manager, and CMO.
Jim’s passion for the creative process begins with the formation of an environment where a strong strategic vision can truly thrive. Collaboration and honesty have been important factors that have fostered breakthrough innovation and game-changing creativity. Jim’s inspiration comes from insights grounded in basic human truths and an empathetic approach. His focus on strategic insight and design allows him to contribute compelling creative thinking for clients and colleagues.
Jim has experience in working with global and iconic companies such as Kraft Heinz, Coca-Cola, Molson Coors, General Mills, Pfizer, Unilever, and Hershey’s, and his work has been recognized by Graphis, How, Print, Communication Arts, Mobius, London International Awards, International Brand Packaging, Creativity Annual Awards, and Pentawards.
Resource Links:
- Website: https://soulsight.com/
- Product Link: https://www.harpercollins.com/products/the-big-book-of-packaging-will-burkelisa-baerjames-pietruszynski?variant=32115975651362
Insight Gold Timestamps:
03:34 I love feedback, I love constructive criticism
04:12 Design’s all about problem solving
05:40 Emotions were really the messengers to help us solve problems
07:14 70% of all decisions are made subconsciously by our emotion
07:40 If you compare the movie Die Hard to Rambo
11:48 SOUL stands for….
13:25 Coors is an interesting example
15:55 It can get a little bit scary when we over generalize
17:56 What brings them together is actually the emotion
19:33 What are the values that are important
19:44 Passion, growth and respect are the three values that we hold strong
22:41 If you want a brand to maintain consistency, become iconic
24:57 Looking at the brand every year and auditing
27:12 Brand activation
30:47 Enterprise Rental Car, they do a great job of utilizing empathy and emotion
32:21 Collaboration is key for creating great brands
36:41 There’s not a snake oil magic notion to it
36:47 We always buy first emotionally, and justify with reason and logic second
Connect Socially:
LinkedIn: https://www.linkedin.com/in/jim-pietruszynski-4a30836/
Instagram: https://www.instagram.com/soulsight.chicago/
Email: jamesp@soulsight.com
Sponsors:
Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/
Resources: https://becomingpreferred-podcast.com/resources/
Next Episode: Flow State – Burnout to Breakthrough with Sneha Mandala!
About the Host, Michael
Michael Vickers inspires enduring success, redefining the possible for today’s sales professionals, leaders, and managers. Whatever the sales or business opportunity, Michael will greatly enhance your odds of success. Every person who has an idea to promote, an employee to motivate, or a deal to negotiate, will attain a new level of success after an event with Michael.
Michael is also the best-selling author of Becoming Preferred: How to Outsell Your Competition, and Dance of the Rainmaker: Creating Authentic Differentiation in Today's Competitive Marketplace, where he shares his secrets to achieving the very highest level of sales mastery.
Whatever the result you’re striving for, if it involves influencing others or achieving success through others, Michael will build your confidence and accelerate your performance.
Michael is the Executive Director of Summit Learning Systems, a company that offers customized in-house training programs to many of today’s leading companies. He teaches thousands of business professionals throughout North America the skills required to achieve optimum performance.