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Episode 26 – Branding Fails

branding fails. Yellow road sign that reads "oops" in front of a cemetary

Branding Fails. They happen and can be quite funny (when they don’t happen to us!) Join Kevin and Amy as they discuss some of their favorite branding fails including examples of: Too big of a change from the past Not enough research into the outcome Veering WAYYYY off the rails Not being sensitive to how…

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Episode 25 – Creating a Corporate Culture (Part Two)

creating Company culture part 2. five employees laying in a field with their feet touching to form a star.

Continue with Kevin and Amy as they wrap-up Part Two of Creating a Corporate Culture. Find Part One Here. How linked is your brand to your work environment and culture? If you have never considered this, now is the time to explore how your brand should touch everything you do. The more you live with…

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Episode 24 – Creating a Corporate Culture (Part One)

company culture. many hands joined together in a circle for team work.

Your Archetype should be a HUGE part of your corporate culture. Once you decide on an archetype and a brand, now what do you do with it? Building a great brand does not happen overnight, but it doesn’t have to take years either. Join Kevin and Amy as they explore how they help clients instill…

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Episode 23 – Interview with Dana Ritchie, PaladinID CEO


For the first time, Kevin and Amy interview a business owner who has been through the entire Brand Archetype process. Meet Dana Ritchie Dana Ritchie is the owner and CEO of PaladinID in New Hampshire. His company develops and supports high-performance bar code labeling applications. They work with businesses to “Make Your Mark” by providing…

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Episode 22 – Picking an Archetype

Now that we have done an episode on each of the 12 main archetypes, it’s time to decide which archetype relates the most to your business. As you look at the list of archetypes, one or two might jump right out at you and it is very obvious to you which one you are. However,…

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Episode 21 – The Ruler

The Ruler Archetype

Listen as Kevin and Amy argue over who really is the best. The power struggle is real and only one can come out on top as the supreme Ruler Archetype. The Ruler brand is refined and values the finer things in life. It inspires people to do more, achieve more and create a better life for…

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Episode 20 – The Innocent (or Angel)

The Innocent Archetype

Listen this week as Kevin and Amy calm down and bring everything down to a peaceful and easy level. They reminisce about their childhood, and family values and don’t use any jargon or lingo. The Innocent brand is all about making things simple, happy, and optimistic. It brings things back to simpler times and offers a…

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Episode 19 – The Artist Archetype

The Artist Archetype

Break out your Crayola crayons and glue sticks and get crafty as Kevin and Amy talk about the Artist Archetype. Artist brands are both inspired and inspire others. You bring out the creative side in your clients and those around you. Individuality is high on your priority list! You are the big idea people. Daydreamers.…

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Episode – 18: The Magician Archetype

The Magician Archetype

Let’s wave our magic wands and transform you from your office, home or car into a fantastical world of Brand Archetypes where Kevin and Amy throw glitter at each other. Ok, not really. The Magician Archetype is all about transformation. It is not about trickery or slight of hand, as the name may suggest. We…

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Episode 17 – The Guru Archetype

Guru Archetype

Kevin and Amy climb great heights and brave steep mountains to talk to the wise and experienced Guru Archetype. Is your business known for “knowing things?” Do numbers, stats, research and lots and lots of data turn you on? Do you want people to trust your company because you can back up your claims with…

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