Business Talk – Jeremy Sampson reflects on 400 episodes of The Brandfather
In this Business Talk with Michael Avery interview, Jeremy Sampson reflects on reaching 400 episodes of The Brandfather on Classic FM.
Sampson is currently the Chairman at Brand Finance South Africa.
He is arguably South Africa’s most experienced branding expert, having founded the country’s first professional branding consultancy in 1973.
Sampson’s achievements are numerous, having won over 100 design awards, served as an expert witness in over a dozen legal cases, and spoken at conferences and presented papers across the world.
He also brought global branding giant Interbrand to South Africa in 2010, and served as Interbrand Africa Group Executive Chairman for four years.
Sampson now serves as a Member of the Advisory Board at the North-West University Business School, and hosts The Brandfather alongside Michael Avery on Classic FM.
The interview
In this Business Talk interview, Sampson reflects on the success of The Brandfather, as well as his career of over five decades, in which he played a key role shaping how South African businesses view their brand as more than a logo.
He then discusses his view on the future of branding – particularly in a modern era that faces new factors like AI and the resulting misinformation.
However, Sampson argues, the fundamentals of branding – like trust, consistency, relevance, and emotional connection – will remain unchanged.
He then explores his most iconic projects – including Tiger Brands and the Springboks – and unpacks how brands navigate political shifts, and other forms of disruption.
Sampson concludes the discussion by revealing what still excites him about the branding industry, even after more than 50 years within it.
This is an important Business Talk discussion, which unpacks what makes brands succeed, endure, and generate value.
Watch the full interview with Jeremy Sampson, below.
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