08 - Building a Brand from Scratch | Larry Parker | Rivian

It is said that a company’s brand exists in the minds of the consumer, the company can only do its best to influence that image. I love this interpretation because it means brands can’t just talk about what they believe is right, but also have to live it through their actions, products and services. Companies should make their products and actions speak for the brand as much as a tagline or advertisement. Authenticity is a buzz word, but I believe it’s for good reason. 

So how do you create a brand from scratch that has meaning and hits the right cord with consumers--especially in todays crowded marketplace. Today on Exploded View, we are going to talk to my friend Larry Parker, Designer Director at Rivian Automotive and learn how he helped develop the Rivian brand from scratch. What steps are important to consider when developing the brand from the ground up, and how do those strategies get applied on everything from the product to the imagery. Enjoy!

More on Instagram @ExplodedViewPodcast Host: Craig Mackiewicz Guest: Larry Parker