#78 How to Make Enemies and Gain Fans, Being the Odd One Out, Taking Risks, Building a Brand, AI in Design with Freddie Öst @ SNASK

Freddy Öst is the founder and brand director of Snask, a creative agency based in Stockholm, and was launched with zero experience almost two decades ago. Freddie has been featured in several interviews and podcasts where he talks about his approach to branding and design, but not only. At Snask, they make enemies and gain fans, because every brand is not for everyone.

We talk about his experience not fitting in, stories and anecdotes along the journey, therapy, loving and being loved, AI and branding.

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Where to find Freddie:
LinkedIn: https://linkedin.com/in/snask
Website: https://snask.com/
Instagram: https://www.instagram.com/snasksthlm/
Freddie’s Instagram: https://www.instagram.com/freddiemeup/

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Timestamps:
00:00 Introduction
02:01 Starting Snask with zero experience
04:39 What is Snask?
05:35 Making Enemies and Gaining Fans
06:39 Brands that they said no to…
09:15 Turning a blind eye
10:13 Being aligned
10:52 Funny story while working with Spotify
13:30 How Freddie’s upbringing helps today
16:03 Serving in the army and dealing with authority
18:14 Reading people
18:33 Starting an agency in Stockholm
19:21 Freddie’s relationship with risk and his GGUTT feeling
23:03 Challenging risks
24:54 Honesty
28:17 Hiring and collaborating
29:52 Snask in South Korea? Global?
32:22 Why you need to make enemies
33:59 Importance of therapy
37:48 Designing or managing
38:53 How Snask educate clients
42:55 IP and trademarks
45:38 How to keep a fun and fresh branding
49:00 Did AI affect Snask?
50:28 Working generative AI
51:48 AI will not replace humans
54:04 How does Freddie stay updated?
57:33 Snask is your future romance
1:01:14 Taking a great risk with zero experience
1:02:01 What changed in Snask?
1:02:43 How does Snask deal with the world of business
1:08:29 You need to know your ‘why’
1:10:25 The best advice Freddie has ever received
1:11:36 “See your brand as a person”


For enquiries, email maria [at] ggutt [dot] com with subject line: gguttalks ask