Shubhankar Ray is one the most sought after creative directors and thought leaders in the world of branding. He has developed and mastered a counter-intuitive approach to re-framing and developing modern brands in the 21st century. He started his career as a Scientist, but left the lab early to re-invent and transform some of the world’s top fashion and lifestyle brands including Levi’s, Caterpillar, Camper, Sony and G-star RAW. On today’s episode, Shubhankar shares with us the crazy story behind how he got into the world of branding. He shares his experience of creating a cultural universe around a brand and about designing for fans instead of consumers. He also talks about the influence of Punk attitude and DIY culture on his life and career. And he shares his opinion about the future of branding.