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 –…

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…

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…

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…

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…

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…

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…

How do you get your brand to flow and click along nicely? Well, it takes lots of work. With most things that seem effortless, there is actually a lot of effort behind the scenes. How much brand effort is going on behind the scenes at your business? Companies and organizations sometimes, simply get stuck (especially…

Kevin and Amy miraculously nailed down the elusive Rafael Barbosa, CEO of Center Cut Marketing at his world headquarters in Boston, MA. Tune in while the gang reminisces about working together back in the good ol’ days. Raf describes how he uses Brand Archetypes for his own company and his clients. Raf also explains his…

As the famous Chinese proverb (or curse) says, “May you live in interesting times.” We are definitely living in interesting times. In light of recent injustices and movements like Black Lives Matter, many companies are taking a good, long hard look at their brands to ensure they are not stereotyping or misrepresenting cultures. Many are…