We’re BAAAAACK! It’s a little late for a “happy new year” but this is our first time recording in a while. Today, we’re talking about the process of selecting an archetype for your organization. We refer to this process as “brand discovery.” Now, in years past, before we really refined this into the brainstorming/discovery session we perform today for all of our clients, we still went through similar steps and the end result was the same – having the client pick an archetype – but it was clumsier and it took a lot longer than it does today. A typical…
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Every year we hear about some clients who go into Holiday sales frantic mode (restaurants, retail, etc.), and some clients who go completely silent (career counselors, fitness coaches, etc.). Regardless of what happens to your particular business, we know that this time of the year has its unique challenges … and, most of us start planning for a big surge come January to ring in the new year, make up for shortfalls, or just follow through on our business’ new year’s resolutions. Find out what Amy and Zeedia Media do this time of year to prep for next year. Kevin…
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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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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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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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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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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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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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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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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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