Ian Wilson on real culture, no nonsense branding, and the future of manufacturing

Ian Wilson is a creative turned industrial brand strategist who believes real culture is the level of authenticity people can bring to work. In this episode, he and Jim talk about why manufacturing feels more grounded than other industries, why specs and machines are only half the story, and how authenticity—not polish—is what builds trust online and on the shop floor.

What You’ll Hear

How Ian went from writing music to building brands in manufacturing

Why he believes “you can’t hype up a spring” and what that says about honesty in marketing

What culture really means inside an industrial business

How family-owned manufacturers can turn values and pride into their strongest brand asset

Why too many manufacturers are still “allergic to marketing”

The difference between performative culture and real culture

How to pull real company values from leadership to the shop floor

Why brand voice matters even when buyers only care about specs

How to make digital feel authentic without fluff

The future of manufacturing culture, community, and education

Topics Covered

Authenticity and culture in manufacturing

Industrial marketing and branding

AI’s role in marketing and creativity

Bridging creative and engineering mindsets

Defining company values with honesty

Community and workforce development in the trades

Key Quotes

“Culture is the level of authenticity people can bring with them to work.”

“You can’t hype up a spring. It either works or it doesn’t.”

“Some manufacturers are allergic to marketing—but that’s exactly where the opportunity is.”

“Pretty is easy. Authentic is hard.”

“The future of manufacturing is stronger communities and better futures for our kids.”

Jim’s Take

Ian brings a mix of humor, depth, and hard truth that’s rare in branding conversations. He reminds us that the best marketing doesn’t try to make manufacturing look cool—it shows the real pride and people behind the work.

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