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The Brand Archetypes Blog

Episode 75 – Zombies in Pike Street Market

By Kevin & Amy | December 1, 2021
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Join Amy on her first solo episode without Kevin. Don’t worry – he’ll be back! Listen as Amy regales you with tales from her recent trip to Seattle, Washington, where she walks through Pike Place Market with her brand eyes open and her marketing hat on … and, yes, she even finds ways to protect herself from zombies in Pike Street Market! Hear about some vendors and stores that really impressed here with their branding and booth setup. Book a tour with the fabulous tour guide, Lucky, and grab some original swag from the very first Starbucks location.    …

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Episode 74 – Brand Review of Facebook’s New Name

By Kevin & Amy | November 24, 2021
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Facebook's New Name

Well, you knew we would talk about it. Facebook’s new name. Yay? Nay? What do you think? No surprise that Kevin and Amy both have opinions about this. Is it a name change or a corporate restructuring? It reminds us of how Google changed its corporate structure and, along with that, changed the parent company name to “Alphabet.”  We don’t think we’re quite sure if FB’s name change is for the same reasoning. It’s confusing – which is never a good sign for a rebrand – especially one this HUGE.  It appears that the “metaverse” so heavily focused on with…

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Episode 73 – Negative Newsjacking a Bad Idea

By Kevin & Amy | October 25, 2021
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Newsjacking

It’s been a while since we’ve talked about Newsjacking, but for our listeners, Newsjacking is when a brand or firm mentions or creates a campaign centered around a major, well-discussed news item. It’s slightly different from a publicity stunt in that the news item is leveraged in marketing while a stunt might acknowledge news within a public venue or place of business. If you want to learn more about this concept, there is a great book by guru David Meerman Scott called “Newsjacking.”  Amazingly, it’s been ten years since he wrote the book but we think the concepts are still…

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Episode 72 – Be Aspirational

By Amy Zander | October 11, 2021
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Episode 72 - Be Aspirational

Be Aspirational in your marketing!  Picture the 1995 movie Jumanji, with Robin Williams? In the movie, the main character, Alan Parrish was the son of a business owner who owned a factory that made shoes. As you would expect from a shoe manufacturing company in the sixties, there was a lot of machinery in an old New England mill building. You saw a bunch of middle-aged, apron-wearing dudes feeding leather into the machines. Lots of noise … it was definitely a manufacturing “process.” You can just smell the oily machines and the freshly cut leather, yes?  OK, now that you…

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Episode 71 – Marketing the Lover Archetype

By Kevin & Amy | October 11, 2021
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71 - Marketing the Lover Archetype

Join Kevin and Amy as they get “sultry” and “passionate” about ideas on how to market the Lover Archetype.  If you are wondering what archetype your company might be, take our FREE QUESTIONNAIRE. It’s the first step in discovering your Brand. Passionate Brands Think of a person or a company who is really passionate about what they do. How do they talk about it? What words do they use? How do they express themselves? What’s the level of trust you have with them, on the subject of their passion? Has this person, because of their passion, garnered a high level…

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Episode 70 – Interview with Olga Nesterova

By Kevin & Amy | September 28, 2021
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We had the very amazing privilege of having a great conversation with Olga Nesterova, founder of  OnestBusiness.com. Her podcast is Onest Conversations, and we got suuuuper honest about brand and marketing. Olga is an experienced marketing strategist who has worked with Fortune 500 companies in New York City successfully growing their social media reach, engagement, and ultimately – sales. She is straightforward, efficient, positive-minded, and empathetic. Her dynamic personality shines through in our discussions and in everything she does. Olga also had us as guests on her podcast, which you can check out here: Build A Super Brand with Amy…

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Episode 69: Marketing the Explorer Archetype

By Kevin & Amy | September 9, 2021
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Marketing the Explorer Archetype

We’re gonna channel our inner Sacagawea today.  It’s all about The Explorer archetype. I know it’s a little like saying out loud which of your kids you like the best … but, if you were to ask me, “which is your favorite archetype, Kevin?”, I’d have to put The Explorer way high on that list. And, it’s a good thing there are two of us … because this archetype not only has two sub-archetypes (like most of the archetypes), they are also, in Kevin’s humble opinion, the ones that are the most different from each other.  This makes for a…

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Episode 68 – Keep It Simple, Stupid (KISS)

By skarritt | August 26, 2021
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keep it simple

How many times have we been asked (about Brand Archetypes), “Does this reeeeally work?” A LOT! Way more than we would expect and way more than other, seemingly more obvious, questions.  After putting a little thought into this, we have something for us to explore: What is the essence of why Brand Archetypes works so well? (And related to that) What is the most important thing for business owners to focus on, in their marketing?  In a Fast Company article from almost a decade ago (2012) they interviewed Jim Stengel, former marketing exec at Proctor and Gamble.  In the article,…

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Burger King Fun … While Waiting in Line

By skarritt | August 9, 2021
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Waiting in a line doesn’t have to be boring.  Burger King, in true form to their Jester Archetype approach to marketing, shows how you can change the game in an unexpected way!  Did they have to do this? Nope.  Does it make the line shorter? Nope. Do you get your food faster? Nope.  HOWEVER …. Did it put a smile on my face? YEP!  Bravo BK!

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Episode 67 – I Just Can’t Help Myself

By Kevin & Amy | August 6, 2021
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There’s a really big idea in the world of branding that’s an obvious question to ask by ALL business owners … but the idea is not so often seen as a branding issue.  And, the question – this big idea – is, “How do I get customers to buy from me, instead of my competitors?” In our experience as marketing professionals, we feel most business owners have not put enough thought into this and have some pretty misplaced ideas about how important it is. For example, a LOT – and, we mean a LOT – of owners have the opinion…

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