Episode 86
Brand Story Podcast

Designing Iconic Products

featuring Robert Brunner

Founder/Partner at Ammunition

Robert Brunner, Founder/Partner at Ammunition, shares his experience in industrial design with our president, Steve Gilman.

Industrial design impacts our daily lives more than we realize. From the way we interact with technology to the products we can’t live without. But what separates good design from great design?

In this episode, we explore the philosophy behind creating industry-defining products. From game-changing innovations like Beats by Dre and Square to the balance of risk, creativity, and business strategy, we dive into the impact design has on shaping culture and brand perception. Whether you’re a marketer, brand strategist, or product designer, this episode will change how you think about the connection between brand, business, and the products we use every day.

About the Guest

Robert Brunner

Founder/Partner at Ammunition

Robert is an industrial design leader with experience in consumer electronics, personal computers, communications, and appliance industries. He’s the former Director of Industrial Design at Apple Computer, Lead Consulting Designer for Beats by Dr. Dre, and partner at Pentagram Design, where he led strategic brand consulting and industrial design programs for Fortune 500 companies. Now, as a founder and partner of Ammunition, he helps communicate ideas through products, brands, and their surrounding experiences. His work is included in the permanent design collections of the MoMA in both New York and San Francisco.

Quickfire Q&A

What would you name this chapter of your life?

Robert: Storytelling. I have a lot that I want to pass on to people. This stage of my life and career is about giving back and helping people understand and learn about what it is people like me do, how it affects their lives, and how important it can be.

What's a trait of yours you used to think was a weakness that you now think is a strength?

Robert: It’s being very empathetic. As a designer, the ability to put yourself in other people’s shoes is really powerful. [To] connect with the challenges or the joys that other people have in their lives makes you so much stronger.

Where is the line between fear and adventure for you?

Robert: It’s back to this thing about risk and innovation. I’ve never been afraid of taking risks. But the thing about fear is that everyone has [it]. Being afraid is not something to be ashamed of. It’s about how you manage it. The most important thing is to feel it and sit with it and then you can move past it.

About The Host

Steve Gilman

As the President of Gravity Group, Steve is passionate about helping brands reach their goals through honest, creative marketing and powerful brand stories.

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