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The Brand Archetypes Blog

Episode 42 – Giving Thanks – A Brand Strategy

By Kevin & Amy | November 24, 2020
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giving thanks

Are you “giving thanks” this season with your brand strategy? The Holidays are upon us. Many companies will knee create jerk marketing campaigns that revolve around the Holidays.  And, although there’s nothing inherently wrong with this, far too often these campaigns are NOT within any type of brand strategy.  We see this year after year after year…companies gearing up for a massive Holiday push of marketing but completely falling down with their brand. The big question: “How can we launch seasonal marketing campaigns and still stay within brand?”   Join Kevin and Amy as they offer suggestions on how to create…

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Episode 41 – Taking a Bite Out of the Oreo Brand

By Amy Zander | November 19, 2020
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Oreo Brand

Are you familiar with how the oreo brand has remained consistent over the decades? The most recent Oreo commercial sparked a conversation between Kevin, his wife Francie, and her son Drew. The discussion centered around the manipulation of marketing and whether or not it is ethical. Francie exclaimed that she loved the new commercial and went out and bought a package of Oreos. Drew admitted he understood companies use manipulation in advertising but he doesn’t like it. Find out what ensued in this lively debate. The concept of manipulation gets talked about a lot in the context of marketing and…

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Bamlanivimab-a-Ding-Dong … I Can’t Pronounce That!

By skarritt | November 11, 2020
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Bamlanivimab - Branding Tip to Avoid a Bad Name

A potentially life-saving pharmaceutical is being developed called — hang on — Bamlanivimab.  Go ahead. Try to say that ten times, fast.  … Give up? BRANDING TIP:  If you took branding shortcuts and came up with a product name that resulted in THIS video? … Well, you might want to re-think your product naming strategy. This is NOT what you want happening to such a potentially important product, at such an important time! HOWEVER!, keep plugging away at the vaccine development Eli Lilly! We need you to come through on this, BADLY!  (Huge thanks to #FallonTonight for always being soooo…

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Episode 40 – Marketing the Mother Archetype

By Kevin & Amy | November 5, 2020
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Episode 40 – Marketing the Mother Archetype

Is your brand the Mother? Do you need some ideas for marketing the Mother Archetype? Getting ideas and discussing brand and marketing with other businesses that have the same archetype as you can be far more valuable than studying those who have the same business as you. You want to be different from them anyway. Join Amy and Kevin and they discuss the Dos and Don’ts of marketing the Mother Archetype such as: What to focus on Words and Stories Brand elements Marketing Campaigns Some critiques of popular Mother brands  Don’t have an Archetype Yet? Take the Questionnaire to Find…

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Episode 39 – “Sexy” vs. “Not-So-Sexy” Industries

By Kevin & Amy | October 30, 2020
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sexy vs not so sexy branding

Let’s face it – some industries, products, and services are just way easier to market than others. We call these “sexy” industries. Not necessarily because they are sexy in their branding (Lover Archetype) but because everyone likes them and uses them. For example, food, travel, and clothing. These are things you can get excited about! Insurance, plumbing, tires, eh – not so much. Join Kevin and Amy as they explore some marketing and branding ideas for businesses that may not be so sexy, but are still just as relevant and important. Things like starting with an archetype (obviously), storytelling, problem-solving,…

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Episode 38 – Interview with Lisa Fisher, owner of Lisa Fisher and Associates

By Kevin & Amy | October 15, 2020
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Lisa Fisher and Associates

Kevin and Amy interview Lisa Fisher, owner of Lisa Fisher & Associates. Lisa took her company through the Brand Archetype process and the gang discusses that experience. Lisa explains how it has helped her brand and marketing and why it is important to enlist the help of experts to grow your business. Lisa is a professional public speaker, business coach, and trainer. Listen as she explains the core services her company provides and hear how she has been helping Amy build Zeedia Medi and grow her company as well. To learn more about Lisa Fisher & Associates, visit their website…

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Episode 37 – Branding and the Healthcare Industry

By Kevin & Amy | October 8, 2020
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healthcare industry

Last episode we discussed the brand changes that Rite Aide is going through and we thought it might be interesting to explore the healthcare industry in general and some trends we see in branding there.  When you are deciding on an archetype is important to consider what other companies in your industry are doing – and your competition. The Healthcare industry as a whole is comprised of many different types of companies, from specific types of doctors, medications, practices like yoga and mediation, supplements, and more. However, there is a natural trend in this industry to lean toward The Mother,…

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Episode 36 – A Close Look at Rite Aid’s Rebrand

By Kevin & Amy | October 8, 2020
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RiteAid Rebranding

Are you aware of Rite Aid’s Rebrand initiative? Maybe you’ve noticed some new signs and logos going up on storefronts. This is what caught Kevin’s eye in his town a few weeks so we decided to investigate what is going at Rite Aid. When we come across a well-known company that is going through a major rebrand we find it interesting to discuss what they are doing. Join Kevin and Amy as they discuss their research, observations and ideas for how Rite Aid (and other companies) can conduct a successful rebrand launch. Sources: Rite Aid looks to build ‘Store of…

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Episode 35 – What is a Brand Ambassador?

By Kevin & Amy | September 21, 2020
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brand ambassador. Corporate name tag that reads hello I am Brand Ambassador

What comes to your mind when you hear the term “Brand Ambassador?” A high-level, heavily decorated dignitary? A bartender serving up shots of a new fancy designer liquor to pique your curiosity? Amy envisions a sheriff striding around with a badge that reads BRAND and wielding a very large hat. She almost has Kevin convinced to wear this hat. Whatever you may be thinking of, it is none of the people described above. It could be you. It could be your co-worker. A brand ambassador is someone within a company who always has the business’s brand at the top of…

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Episode 34 – Personal Branding vs. Corporate Branding

By Kevin & Amy | September 10, 2020
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personal branding

A couple of episodes ago we mentioned personal branding. This is a topic worthy of its own episode, so here we are getting personal. People want to know if they should pick an archetype that is close to their personality. This question comes up a lot for solopreneurs or businesses that have a strong spokesperson or “front man or woman.”  While the Brand Archetypes strategy can be applied to any business situation, big or small, there are some things to consider when embarking on a personal branding adventure. What is really comes down to, for anyone, is how easily you…

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