Episode 6: Naming a Company (Part 1)

Naming a Company

Naming a company can be a painful and laborious process. There is a lot of pressure to secure a good one — and you have to love it because you are going to be saying and writing it many thousands of times for years to come. It’s kind of like naming a child or, to…

Read More

Episode 5: Taglines and Slogans

taglines and slogans

People often confuse or interchange the terms tagline and slogan. We discuss the differences and the elements that make up great taglines. In this episode we cover these topics related to taglines: Lingo Flows off the tongue Subtle changes Implied meaning One word versions The annual changes to the Coca Cola brand The process of…

Read More

Episode 4: Logo Design

Logo Design

What makes a great logo design? What are some examples of bad logos? What are some of the world’s best logos? Kevin and Amy discuss the fascinating (and often frustrating) world of logo design. We cover topics such as: The three basic types of logos (see the “Logos 101” file in the resources section below)…

Read More

Episode 3: Brand vs. Identity

Brand vs. Identity

Kevin and Amy discuss the often confused terms of Brand vs. Identity. For the purpose of clarity, Brand Archetypes defines these two terms as follows: Brand: The powerful and emotional way that your business connects with clients, customers, fans, followers, and your own team. Emotion is the key element in any great brand. Without it,…

Read More

Episode #2: What is a Brand Archetype?

If you checked us out in Episode #1, you might still be asking yourself, “What is a Brand Archetype?”  Kevin and Amy introduce listeners to the concept of using Archetypes to create powerful, emotion-based brand strategies for any type of business. What is an archetype? How does a business choose one? Once chosen, how do…

Read More