Season 14 Episode 16

Jeremy Sampson on the future of branding in the AI era

20 March 2026 · 26:51 min

In this special milestone edition of Business Talk, we celebrate the 400th episode of The Brandfather with Jeremy Sampson, one of South Africa’s true pioneers of branding. From founding the country’s first professional branding consultancy in 1973 to bringing global branding giant Interbrand into… Africa, Jeremy reflects on five decades of shaping how businesses understand brand as more than just a logo — but as a strategic, cultural, and financial asset. The conversation revisits iconic projects, including the evolution of the Springbok identity, and explores how brands have adapted through political shifts, digital disruption, and global change.

Jeremy also shares his perspective on the future of branding in an age of AI, misinformation, and hyper-personalisation. As technology accelerates and attention spans shrink, he argues that the fundamentals — trust, consistency, relevance, and emotional connection — remain unchanged. It’s a thoughtful look at what makes brands endure, how they create real value, and why curiosity and adaptability are still the most powerful tools in any brand builder’s arsenal. Show more