Jamie Schwartzman
What Makes a Brand Brilliant? The Strategy Behind the Sparkle with Jamie Schwartzman Ep 252 - The Global Discussion
Jamie Schwartzman, Founder of Flux Branding and a seasoned brand strategist with over three decades of experience in creative direction, psychology, and business transformation, speaks with Host Simon Hodgkins in this episode. Based in Los Angeles, Jamie has built a reputation for helping organizations uncover and shape their true identity through a thoughtful, human-centered approach to branding.
From Artist to Brand Strategist
Jamie’s roots are in fine art. With a Master of Fine Arts degree from UCLA, he began his career by exploring how visual and emotional cues influence people. That foundation still shapes his work today. Branding, he argues, isn’t just about design or logos. It’s about emotional engineering: creating experiences, feelings, and perceptions that stick. As he puts it, “Graphic design is a tool. Branding is the architecture of feeling.”
Branding in the Age of Distraction
Some companies are overly focused on short-term marketing tactics; Jamie is an advocate for taking a long view. He describes the brand as a “balance sheet asset,” not a campaign or a quick win. Investing in a brand, he says, is like planting trees rather than picking flowers. The returns may not be instant, but they’re lasting and substantial.
Jamie’s perspective resonates in both B2B and B2C contexts: “We’re not generating leads. We’re pre-marketing. We’re defining who you are, why you matter, and how you should show up. Everything else follows from that.”
AI as a Creative Tool, Not a Threat
Jamie also spoke candidly about how artificial intelligence is reshaping the branding landscape and why he’s embracing it. At Flux, they’re now integrating both large and small language models into their workflow. These tools support research and tone of voice development and even help analyze in-depth interview transcripts to uncover emotional insights.
He described a moment using Google’s NotebookLM that allowed him to gain a deep understanding of a complex neuroscience paper on olfactory pathways all through conversational AI.
Yet, he’s clear about boundaries. AI is a tool, like a chainsaw. Whether it’s used to build or destroy depends on the intent of the person holding it.
The IDEA Method: Flux’s Strategic Framework
Jamie shared his studio’s four-step branding process, the IDEA method:
Ignite: Discovery, research, and immersive workshops to “earn the right” to speak on behalf of the brand.
Distill: Strategic positioning expressed through carefully crafted, poetic language and visual concepts.
Energize: Developing the visual identity and language that brings the strategy to life.
Activate: Implementation through campaigns, websites, and, crucially, team training to ensure internal alignment and consistency.
This structured yet flexible process helps clients not just define their brand but live it.
The Brilliance Behind “Brilliant”
Jamie is currently working on a book titled Brilliant: The Art and Science of Radiant Brands, set for release in early 2026. Inspired by a conversation about diamond cutting, the book draws parallels between branding and the craftsmanship behind revealing a gemstone’s brilliance. His goal is to make the creative process more accessible to business leaders who may not naturally speak the language of design and emotion.
In Jamie’s words, “We don’t create brands. We reveal them.”
He hopes the book will empower business decision-makers to collaborate more effectively with creative professionals and, in doing so, create better, more resonant brands.
Ethical Commitment
The road ahead for Jamie and Flux Branding includes deeper integration of AI, expanding their use of collaborative tools like Aurora, and continuing to explore ways to deliver brand strategy in more dynamic, interactive formats. He’s also leaning into his ethical commitment as a communicator in a polarized media landscape.
“There’s never been more potential for manipulation,” he said. “But I’m choosing to act with ethics and integrity. That’s my line.”
Tools, Resources, and Connection
Jamie invites anyone curious about branding to explore the resources on his website, fluxbranding.com. There, you can:
Try the Brand Decoder tool to discover your brand personality
Sign up for his long-running monthly newsletter, First Tuesday
Book a Brand Blueprint session
A Thought to Leave With
Jamie’s closing message was simple but powerful: don’t chase trends. Instead, find the brilliance already within.
“Don’t try to be what the market wants. Discover what’s truly unique about your organization, then shape and polish that until it shines. Radiance isn’t invented. It’s revealed.”
About The Global Discussion
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