🎙️ Brand Matters – Episode 10: Activating Purpose with Google’s Creative Lead Andreas Mielenhausen

“Don’t decorate. Demonstrate.”

In this powerful episode, Misha Chernyshev sits down with Andreas Mielenhausen, Creative Lead at Google Creative Works, to explore one of the most important (and misunderstood) concepts in brand building: Purpose.

Together, they unpack how to activate purpose in a way that’s real, consistent, and impactful — not just a line in a manifesto, but a living, breathing system that shapes how brands behave and grow.

🔥 What you’ll learn in this episode:

• What purpose means (and why it’s more than a slogan)

• How Google connects purpose with creativity and culture

• Why internal activation matters even more than external campaigns

• The role of empathy, storytelling, and clarity in driving creative work

• How to build trust and create movements, not just messages

• What inDrive and Google learned while working on Purpose Activation Strategy together

This episode is packed with insights, frameworks, and real stories for brand leaders, strategists, creatives, and founders who want to turn purpose into a competitive advantage — and a force for good.

💚 Whether you’re building a startup or managing a global brand, this conversation will change the way you think about purpose-driven growth.

🎧 Tune in now — and get inspired to lead with meaning.

In this enriching episode, we welcome, Irina Orlandini-Avrutskaya - CEO of “Like4Like Hospitality Strategies”. Irina unravels the complex world of global food brands adaptation and expansion. With her deep-rooted expertise, Irina takes us on a vibrant journey from the bustling streets of Dubai to the emerging markets in Azerbaijan, offering listeners a first-hand account of the challenges and opportunities that lie in adapting renowned brands to distinct cultures and preferences.

Through captivating narratives, Irina vividly illustrates the significant role of technology integration in modern business, emphasizing its function in data analytics while cautioning against a one-size-fits-all approach. As we narrow down to the Middle Eastern market, she offers an immersive view into Dubai's evolving consumer habits, where traditional practices intersect with rapidly adapting European tastes, and navigates us through the complex dynamics of the fast-food and coffee culture in this vibrant city.

But the heart of this episode lies in Irina's riveting recount of launching a popular food brand in Azerbaijan, a story filled with determination, leadership, and a bold stance on maintaining brand values amidst traditional business landscapes. This segment showcases her courageous decisions and strategic adaptations that not only upheld the brand's integrity but fostered one of the most successful launches in its history.

Join us for a lively conversation that promises not only insightful business acumen but a rich tapestry of stories painting a vivid picture of global business strategies' dynamic and intricate landscape. Don't miss this chance to gain a fresh perspective and invaluable insights from a leader who's carved paths in some of the world's most diverse markets. Tune in to this episode, where business meets culture, and inspiration meets knowledge, with the exceptional Irina!

In this captivating episode, join in a thought-provoking conversation with Måns Hosk, the co-founder of Kurppa Hosk, one of the world's leading brand design agencies hailing from Sweden. This episode delves into the deep insights shared by Mäns, discussing the importance of rebranding humanity itself in our current challenging times.

Explore the rich history of design in Sweden and the cultural factors that have shaped its prominence in the creative industry. Discover how Kurppa Hosk has become a global brand design powerhouse and the secrets behind their success. Gain valuable insights into their unique approach of combining business and artistry, merging data-driven strategies with creative brilliance to create meaningful and impactful brands.

Venture into the intriguing territory of data analytics and AI, as Måns and Misha contemplate their potential influence on the future of brand design. Uncover the delicate balance between human creativity and technological tools, and the critical role played by taste-makers in defining what great design truly looks like.

Additionally, explore the challenges of measuring brand success, the importance of internal cultural change, and the transformative power of purpose-driven branding. Måns shares personal anecdotes, including his experiences as a co-founder, the significance of maintaining a work-life balance, and finding inspiration through nature and long-distance running.

Whether you're a budding designer, a branding enthusiast, or simply curious about the intersection of creativity and business, this episode offers profound insights and inspiring advice for those aiming to make their mark in the branding industry.

Tune in to this enlightening episode and embark on a journey that transcends conventional brand design, urging us to rethink our collective humanity and the path we tread.