In this episode, we dive deep into scalable brand systems with Dmitry Shamis, founder of The Creative Brand. With a unique background transitioning from web development to creative marketing leadership at HubSpot, Dmitry shares his insights on building modular brand systems that enable teams to work efficiently while maintaining consistency.
We explore how Dmitry's engineering mindset shaped his approach to brand building, treating brand components as "Lego blocks" that can be assembled in different ways. He shares practical strategies for creating reusable systems that empower teams across an organization while maintaining brand consistency.
Dmitry discusses the importance of emotional connection in B2B marketing, challenging the notion that business decisions are purely rational. He emphasizes how understanding universal human truths can help brands connect more authentically with their audience, regardless of the number of personas they serve.
The conversation also covers the critical aspects of system adoption and enablement, with Dmitry sharing his experiences implementing large-scale brand systems at HubSpot and helping clients overcome resistance to change.
Whether you're a marketing leader, brand strategist, or creative professional, this episode offers valuable insights into building scalable brand systems that drive consistency while enabling creativity.
Enjoy!