This episode is all about branding in the food industry. Not just restaurants, but food products as well. And, as always, Kevin and Amy cover the importance of having a brand focus – ahem – an Archetype. A few things to keep in mind that are SUUUUUUPPPEEERRRRR important for the food industry are: Imagery: You can’t have food without some food porn. Define and Know Your Audience. Yes, everyone eats, but not all food caters to all people. Story Telling. Because everyone eats, creating powerful stories to connect with is a key ingredient in standing out from the competition. Managing…
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Happy New Year! Cheers to a new year and hopefully lots of positive changes. We are starting this new year by trying something new. Kevin picked a brand and asked Amy to watch 3 different videos by the Hint Water Company. The videos are embedded below. We suggest you watch them in order. After getting Amy’s initial reaction, they both share their thoughts on the brand, possible archetypes, and where they think this brand is headed. As always, we’d love to hear what our listeners think of these commercials and the brand elements found in each one. Thanks for listening!…
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Join Kevin and Amy as they discuss favorite Christmas commercials and branding campaigns. They both agree that the longevity and success of Coca-Cola is one of their favorites. Did you know that back in ‘31, Coca-Cola commissioned an illustrator named Haddon Sundblom to make a painting of Santa drinking a coke? Who would have guessed one painting would launch a movement. The iconic red and white Santa suit was first depicted in this drawing and their campaign has forever cemented our idea of Santa with this suit. The red and white was a reflection of the Coke brand and colors.…
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Join Kevin and Amy as they interview David Shotwell and Nick Nauta, two financial advisers with the firm Shotwell Rutter Baer, in Lansing Michigan. Learn how they went through the brand archetype process and how it has changed their approaches to marketing and branding. Amy has been working with SRB for a couple of years now. In the beginning, the first step was conducting the Brand Archetype Discovery Process, where the SRB team decided on The Neighbor Archetype. This was very much in-line with their “kitchen table” approach to financial advising. They sit down with people at their kitchen tables…
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How well are you measuring your brand effectiveness? Do you know how to measure it? “If you aren’t measuring your marketing you aren’t doing marketing. If you aren’t measuring your brand, you aren’t really branding.” ~ Kevin Skarritt, Co-Founder of Brand Archetypes and owner of Flock Marketing No truer words have been spoken about marketing and branding, and yet, business owners often skip this when it comes to measuring the effectiveness of their marketing and branding. Let’s be honest. For most people, digging into the analytics of their brand and marketing is time-consuming, confusing, and often frustrating. Marketing can often…
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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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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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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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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 48 – Addressing Negative Comments
Wooh. This is a hot topic and negative comments or a bad online review can get you HOT under the collar. Most companies, at some point, will have to deal with an angry customer or internet troll who is ranting about them behind the safety of their keyboard. It’s ok. Take a deep breath. Join Kevin and Amy as they discuss different ways to deal with negative comments about your company while staying on brand and keeping your cool. Some of their tips include: Curating lots of positive reviews so the negative ones get “lost” in the fray Appointing someone…
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