In this PJ Tips podcast on Leading Business Change, Neil Barrie talks us through the new playbook for 21st century brand building, and shares his purpose to 'challenge leaders to create a positive cultural legacy’.

Its a high energy ride, so hang on. It so worth it!

Neil was CSO of Chiat Day Los Angeles from 2014-2018, and spent most of his time working on Airbnb. Here he met up with Jonathan Mildenhall and they worked together when Airbnb was just a squiggly logo and helped grow it to the global travel brand we know it as today.  

Having left in 2018, they decided to create a business together. A business that would utilise their incredible knowledge of Brand Building for good. TwentyFirstCenturyBrand was born with the mission to launch, build and scale the most influence brands of our time.

After 5 years growing their business and helping others do the same, they joined up with Common Interest who now have a 51% stake in the business.  

Neil openly discusses why they created 21stCenturyBrand, the good work its done and will do as part of the Common Interest collective.

When talking with Neil on this PJ Tips Podcast I got the overwhelming sense of Human, of being Human and Human interest. Indeed, Neil tells us about their core value ‘Ambush with Humanity’, meaning they go out of our way to create a safe space for people to be vulnerable, creative and challenging, both internally and with clients. Neil says it’s so important that people are themselves, not who they think they ‘should’ be.

This bears out in his views on ‘discuss the undiscussable’ and how to create a safe space for leaders to do this.

Purpose flows through the conversation. When asked about TwentyFirstCenturyPurpose, Neil offers surprising insights. He talks about seeking a deeper purpose above that of their vision, and that they went away for a few days with the team who decided on ‘Challenging leaders to create a positive cultural legacy’ as their leading purpose.

I had heard people use the term ‘explosion of creativity’ and I was buzzing with energy talking to Neil, which makes more sense when you hear why sold shares to Common Interest and join the collective. Its all about partnering with other businesses with a common interest and services that combined can add more value.

The term collective brilliance springs to mind. By working with Common Interest they can expand services whilst remaining true to themselves, their skills and brand.  

I referred to it as a merger in the conversation, and it’s not that. It’s more of a purposeful coming together.

Given the successes Neil and the team have enjoyed to date, one can only imagine the good they can do in the next period.

Here’s some of the questions that Neil answers in this podcast:

• What is brand and what isn’t it

• Definition of brands

• How do you build a brand with particular regard to people and behaviours

• How does a brand help you in tougher economic times and pressures

#LeadingBusinessChange

#PurposeLedBrands

#BusinessForGood

#Failure

#GrowthStrategy

#CollectiveBrilliance

#Brand

#BrandBuilding

#21stCenturyBrands

#Culture

#CultureChange

#Legacy