S1 E1: Sharpening the Axe: Craft, Culture & the Power of Brand

Kyle Duford

Partner/ECD

Sharpening the Axe: Craft, Culture & the Power of Brand
Guests: Kyle Duford & Chris (Senior Creative Director, The Brand Leader)
Duration: ~31 minutes

🔥 Episode Summary
In this insightful and easygoing episode, Kyle sits down with Chris, The Brand Leader’s longtime Senior Creative Director (and admitted Enneagram 2), to unpack what it really takes to build unforgettable brands—from the inside out.

They dive into Chris’s origin story, the power of observation, and how timeless design principles (and a few outlaw brands) still influence how great work gets made today. Together, they explore how branding is more than a logo—it's about identity, consistency, and emotional connection.

🧠 Topics Covered

• Chris’s 17-year journey from graphic design intern to creative leadership
• The moment Photoshop changed everything
• Why observation and analysis beat inspiration alone
• Learning from legends: Paul Rand, Saul Bass, Charles Anderson & Swida
• The difference between original design and curated creativity
• Why strategic branding must precede visual identity
• How brands lose trust (and customers) when they act “out of character”
• The psychology behind brand loyalty
• Branding archetypes and personal identity

🥇 Favorite Brands Mentioned

Kyle’s Picks:
Vans (The Outlaw)
Levi’s (The Everyman)
Ducati (The Sophisticated Rebel)
Peloton, Bonobos (pre-Walmart), Go Fast Don’t Die, Bike Shed, NX Wear
Madewell (Best jeans, but $$$)

Chris’s Picks:
Jordan Brand (His Airness still reigns)
Timberland (Icon of style + nostalgia from his basketball days)

💬 Notable Quotes
“We name the baby after we get to know it.” – Kyle
“If I had six hours to chop down a tree, I’d spend five sharpening the axe.” – Abe Lincoln (and Chris)
“When brands try to do something that’s not in their wheelhouse… trust is eroded.” – Kyle
“Design without strategy is just preference. Strategy turns preference into purpose.” – Chris

🎧 Listen If You’re Into:
Understanding how powerful branding actually works
Hearing agency leaders geek out on fonts, kerning, and Charles Anderson
Wanting to feel seen as a fellow Vans-wearing, Ducati-riding creative

Kyle Duford

Partner/ECD

Kyle is an executive creative director specializing in crafting outstanding advertising and branding for global brands looking to winnable market share. Kyle’s unique blend of advertising, branding, and digital expertise allows him to create and lead some of the foremost brands through his work at The Brand Leader®. Learn more about Kyle, read his other blogs, or buy his newest book, The Brand Book.