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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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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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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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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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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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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Are you aware of the reputation and “truths” people hold about the industry you work in? Does your brand strategy include ways to manage this, either by using it to your advantage or combatting it? Very few industries have more variations or have reputations that are stronger than car dealerships. Join Kevin and Amy as they explore why certain industries have bad reputations and what you can do if faced with that dilemma, to make your brand stronger. Whether you work in one of these more obvious industries or not, it is always good to know what people are thinking…
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When I started consulting with clients 15 years ago on the topic of logo design (in the context of brand identity), I found that the projects went more smoothly if I taught the client about all that goes into “good” logo design. The training included things like: Elegant simplicity Scalability Balance of positive/negative space Implied meaning Flexability Use of fundamental shapes To emphasize the issue of elegant simplicity I would point out that they can drive down the road and see a little yellow curve, peeking through the trees up ahead. As soon as you see this, you KNOW that…
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These are definitely strange times we are living in and it would be weird if we didn’t talk about how the worldwide Covid-19 pandemic has impacted how we are doing business AND how we are marketing our businesses. This is not a political discussion, but rather a look into how businesses are dealing with the pandemic from a marketing and operations standpoint. It is important to stay on brand while pivoting and alerting your clients and customers of any changes. Join Kevin & Amy as they discuss things to consider and be aware of, as well as avoiding “News Jacking.”…
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The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there. With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper. Some of the different layers that can make up a brand include: Corporate brand Endorsed Brand Individual Product (or Service) Brand Ambassador Brands Piggyback Brands Parent/Child Brands Sibling Brands House of Brands Lifestyle Brands Aspiration Brands Join Kevin and Amy as they dive into each one of these and…
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