S4-EP2 Talking with Kelli Binnings
Brands don’t live in logos, campaigns, or clever taglines. They live in the associations people carry with them. In this episode of Talking with Branders, Steven Picanza sits down with Kelli Binnings, brand psychologist, founder of Build Smart Brands, and author of the upcoming book The Breakout Creative. Together, they’ll explore how brands act as architects of meaning and identity, shaping what people feel, remember, believe, and choose. How are brand associations created? Why do some brands become part of how we see ourselves? Where does strategy end and psychology begin? And how can creatives move beyond safe, expected work to produce ideas that actually break through? Kelli will also give us an inside look at The Breakout Creative and what it takes to build a creative practice rooted in courage, curiosity, and meaningful impact. Join us for a conversation about brand psychology, identity, creative tension, and the invisible forces behind the brands people love.
