MOO's Corin Mills on AI Adoption: Using Tools To Create More Customer Facetime, Not Less скачать в хорошем качестве

MOO's Corin Mills on AI Adoption: Using Tools To Create More Customer Facetime, Not Less

Most rebrands are the wrong answer to business problems. Corin Mills has led major brand transformations at Curries (consolidating 11 brands into one) and MOO, yet he argues companies default to visual refreshes when the real blockers are product strategy or business architecture. In this episode, he breaks down why last-click attribution gives performance teams false security, and shares his rule for never running a replatform and redesign simultaneously. Corin Mills is VP of Products, Brand and E-Commerce at MOO, the $100M+ B2B print and branded merchandise company. Before MOO, he spent four years at Wolff Olins as the designated client voice inside the agency, working with brands like Google and Apple across dozens of sectors. He then led a multi-year rebrand at Curries, the UK equivalent of Best Buy. Chapters: 00:00 Introduction 02:00 Corin's background: from retail design to Wolff Olins 05:00 What MOO does and their quality-first positioning 08:00 Getting physical product into customer hands through sampling 11:00 Leading MOO's 2024 brand evolution 15:00 Why rebrands are often the wrong solution 18:00 Balancing brand investment vs. performance marketing 22:00 The false security of last-click attribution 26:00 McDonald's case study: what happens when you stop brand investment 29:00 Why you should never combine a replatform with a redesign 33:00 Maintaining conviction when early rebrand metrics wobble 36:00 How MOO uses AI internally to create more customer facetime 40:00 Why SEO-first content may fail in the AI era