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

Описание: 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 Product, 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