Branding is losing its personality. In the race for digital efficiency, the world has succumbed to “blanding”—clean, neutral, and entirely safe design built for algorithms instead of people. Mark Nichols, Creative Director and Co-Owner of WMH&I, joins the show to challenge this rise of system-friendly simplicity. He shares why the brands that truly matter must push against global scalability, embrace their unique quirks, and design for humans—even if that means not being for everyone.
What You’ll Learn in This Episode
- Why brands are paying millions of pounds to strip away the exact quirks that drive human connection
- The strategic power of distinctiveness and why only fifteen percent of brand assets are actually memorable
- How a sector agnostic approach allows creatives to cross pollinate ideas from fashion into electric vehicles
- The shift from designing for machine efficiency to using live data sets and creative code for living brandscapes
- Why Nike should have doubled down instead of backing out when a bold running campaign polarized audiences
Episode Chapters
- (00:00) Intro
- (01:08) The Rise of Blanding
- (03:34) The Value of Distinctiveness
- (04:48) Sensory Storytelling with Red Breast Whiskey
- (07:31) The Case for Being Sector Agnostic
- (12:04) Overcoming Client Fear of Polarization
- (16:30) Idea Driven Branding vs Style Points
- (19:42) Embracing Irreverence and Creative Code
About Mark Nichols
Mark Nichols is the Creative Director and Co-Owner of WMH&I, a sector-agnostic creative agency specializing in bold rebrands that push against global scalability and machine efficiency. Trained as a multi-disciplined designer, Mark began his career at WMH&I as a graduate, refined his craft at leading agencies like Taxi Studio and Jack Renwick, and ultimately returned home to lead the agency’s creative output. His exceptional, award-winning work for global giants and boutique brands alike has earned recognition from the New York Festivals, Art Directors Club, Pentawards, and Brand Impact. Beyond the agency, Mark is a dedicated champion of design education, lecturing internationally at institutions ranging from his alma mater, the Norwich University of the Arts, to IDEP Barcelona and the University of Delaware.
What Brand Has Made Mark Smile Recently?
Mark smiled recently at the daring and irreverence of brands that lean entirely into their distinct personalities. He highlighted Liquid Death’s punk-media approach to the water category, alongside Nike’s willingness to reflect the gritty reality of their consumers—such as their London campaign noting that running in the city is awful, but loved. Mark prefers brands that choose a clear voice and stand their ground rather than homogenizing their message for safe, forgettable neutrality.
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Until next week, I’ll see you on the Internet!
