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Eco-conscious Brand Strategies and Archetypes
It used to be, if you wanted to stand out as an eco-friendly business, all you had to do was slap an oak leaf or a sunbeam on your packaging. But these days, as the environmental issues intensify, the marketplace is practically flooded with earth-conscious options....
Target Market vs Ideal Client vs Niche
When it comes to refining your brand strategy, the terminology itself can create a real stumbling block. We try not to get too hung up on jargon, but it's important to know that we're talking about the same thing when we're having a conversation. The terms can also...
7 Strategies to differentiate and stand out
Unless you're a serial entrepreneur, building a business is probably unlike anything you've ever done. As children, we're told to sit still and behave. In school, we try to fit in in order to make friends, and to get passing grades in order to graduate. In many...
Feminine vs Masculine in Brand Strategy
When it comes to crafting a powerful and memorable Brand Persona, there's a wide array of factors to consider. Of course, you need to understand the psychology of your audience and know what they are looking for. You have to study your competition to see what's...
Reigning with a Ruler Brand
It's hard to imagine a fairy tale without a king, a corporation without a CEO, or a powerful family without its patriarch. It's an archetypal projection we all recognize and understand. The Ruler is a symbol of order, status and success. Every organization, whether it...
Beware of Brand Fail: Greenwashing
Branding goes far beyond simply presenting your goods and services in the best possible light. It's way more than just an impressive list of features and benefits. Those descriptions may appeal to people's rational thinking sides, but the truth is that people make...
How to be consistent on social media
Brand Strategy can feel like a pretty abstract concept for a lot of people. Crafting your Brand Persona, refining your Brand Voice, and managing your reputation, it's all a bit difficult to put your finger on. And most business owners wouldn't point to these areas as...
Differentiating through brand essence and values
Standing out in a crowded marketplace, it's one of the greatest challenges in the modern landscape of information overload. How do you cut through all that noise and interference to ensure that your voice is heard? This is nothing less than the Holy Grail of marketing...
Channeling the Sage Archetype: Wise branding
Would you take advice from just anyone, or would you rather listen to a voice that you know and trust? That's what effective branding is all about, casting your business as a personality that's friendly and familiar. And the best way we know how to do that is through...
Brand Architecture: Managing Multiple Brands
We love doing Brand Strategy with small businesses. There's so much flexibility and maneuverability. It's like driving a little sports car, as opposed to managing a corporate brand, which can feel like operating an aircraft carrier. But we're also happy to watch as...
Ethical Marketing: Persuasion or manipulation
There comes a time in the life of every great adman or marketing strategist, when a shadow of doubt leans in, and they have to question the dignity of their profession. Of course, it’s not unique to advertising. Anyone engaged in law, politics, or even the arts, will...
Brand Strategy: Frill or Foundation?
Has this ever happened to you? Your assistant is putting together some posts to share on social media, and they ask you something like, "Hey, where's the latest version of our logo? Didn't we change that circle to an oval? And what font are we supposed to use again?"...