Think Editorial with Flavia Barbat
I stand where editorial and brands meet. Where writing and society meet. Where thinking and people meet. Since I was 23, I've been known as the editor-in-chief of Brandingmag, an independent and global journal narrating the discussion around branding with insightful sources of thought leadership from the industry. It's a platform that I dedicated to long-form, educational content at a time when the world became obsessed with short attention spans, content templates, and engagement metrics. And guess what? It led to one of the most durable brand reputations I've ever seen. What many people are only now discovering is that I've...
“We all make decisions based on stories installed in our minds.” – Jatin Modi
Brand strategist Jatin Modi, founder and CEO of Renaissance, joins Flavia to unpack what it truly means to build a brand that occupies the mind. Drawing on over a decade working with B2B companies across the globe, Jatin explores how positioning, narrative, and storytelling each serve a distinct function. From the psychology of belief to civilizational values and the rise of AI, this episode makes the case for brands and people rooted in truth and genuine conviction.
(00:00) The role of brands as belief systems
(03:36) How brand stories activate at the moment of...
“Content design isn’t linear, it’s messy. And it requires collaboration.” – Amanda Serfozo
Content design expert Amanda Serfozo unpacks how the discipline has evolved from “web design” into a strategic, research-led pillar of user experience. Drawing on her journey, from agency work to leadership at Capital One, she reflects on how content design blends editorial precision with user-centered thinking. This episode also dives into why every word matters, the tension between content and visual design, and the ongoing work of advocating for clear, effective language.
(00:00) UX writing vs marketing explained simply
(05:46) Rethinking content and design roles
(11:09) Why UX content needs stronger advocacy
(17:06) How content desi...
“Codify your brand in such a way that AI can ultimately render it for you.” – Thomas Marzano
Flavia Barbat sits down with Thomas Marzano, designer, strategist, and global brand leader behind the manifesto “Brand Constitutions,” to explore the fundamental shift in how people relate to technology and what agentic branding means for brand survival.
As AI becomes the primary interface between human intent and the digital world, Thomas argues that the real conversation brands need to be having isn’t about optimization, it’s about survival. He shares his Legible-Lovable Law, the concept of a machine-readable Brand Constitution, and a practical playbook for brands of every size.
(00:00) The AI shift brands are not talk...
“The words you produce ARE the experience of the brand.” – Harry Ashbridge
Welcome to another episode of the Think Editorial podcast. Flavia Barbat sits down with Harry Ashbridge, renowned for his work implementing public-facing writing guidelines at Monzo Bank and championing clear, effective writing across organizations.
Together, they explore the blurred lines between writing, copywriting, content design, and UX, and why these disciplines should never operate in silos. Harry shares insights on building a strong writing culture, the limits of AI, and why empowering everyone to write well is key to consistent, customer-centric communication.
(00:00) Unifying business writing silos
(08:47) Rethinking how brands build...
"What we're likely to start seeing is the emergence of the two internets." – Stefano Puntoni
Dive into my conversation with Stefano Puntoni, a renowned professor of marketing at The Wharton School (part of the University of Pennsylvania) and co-director of the "AI at Wharton" center, which promotes research on the role of artificial intelligence in business.
Professor Puntoni is privy to a lot of research applying behavioral science to innovations like algorithms and automation in order to better understand how they affect our consumption and lives. Which is why our discussion touches on:
The difference between a customer and consumer, and why that matters now more than everThe emergence of the..."You need to be able to tap into your own story and find confidence in it." – Georgina Rutherford
Dive into my interview with Georgina Rutherford, co-founder of Personally, an agency focused on building the personal brands of experts across all sectors—which, of course, means that she has a lot of experience with what works and what doesn't on channels like LinkedIn.
Watch the full conversation to find out:
How to build a personal brand strategy and keep thought leaders engaged throughout its executionThe pressure to create using AI (as if not doing so is taboo), and how to counter itThe importance of intentional writing, and how to foster it in your collaboration with th..."Verbal identity can't just be an accurate representation of where your brand is now." – William Rauscher
Dive into my interview with William Rauscher, verbal director at Wolff Olins, a global brand consultancy that specializes in corporate identity.
This is a unique opportunity to learn from an industry leader whose experience and expertise helps bridge the gap between creativity, strategy, and storytelling—and more importantly, the role verbal identity plays in building your brand.
Watch the full conversation to find out:
Where verbal identity sits in relation to visual identity, and which one comes firstHow to identify a brand personality that connects deeply with your employeesThe different ways to include and ma...
