June 15, 2022 0 Comments

Brand Archetypes: Driving Efficient Communications

Episode 06

This week on the show, hosts April and Hamish confront a foundational component of strategic positioning: brand archetypes. Together, they share advice for founders, marketers and brand managers to identify their brand archetypes to drive more inefficient communications. They also analyze two Aussie ad campaigns, from agencies The Works and DDB Melbourne. This week’s industry news features the closure of e-commerce startup Fast, the departure of Dunkin’s new CMO and Skittles brand’s recent apology conference stunt.

SHOW NOTES:

COMMUNICATIONS BUZZWORDS:

Hamish: ballyhoo

April: misnomer

Listen to April’s TEDx talk: https://trustrelations.agency/trust-weekly/april-white-for-tedxalmansorparklive-is-living-united-worth-the-fight/ 

NEWS:

Fast startup shutdownhttps://www.npr.org/2022/04/05/1091077398/checkout-startup-fast-is-shutting-down-after-burning-through-investors-money?utm_medium=social&utm_campaign=npr&utm_source=facebook.com&utm_term=nprnews&fbclid=IwAR0uLmPwl4kzzmARnz04bebor3ibBUgUNXglQlpCVa6CMVFBCn64CqWs0PI

Dunkin’ CMO Departurehttps://www.marketingdive.com/news/dunkin-cmo-departs-after-9-months/621109/

Skittles Apology Conferencehttps://www.marketingdive.com/news/skittles-apologizes-to-sour-lime-fans-with-twitch-press-conference/620957/

CAMPAIGN ANALYSIS:

AUSSIE + KIWI ADShttps://mumbrella.com.au/the-best-2021-aunz-ad-chosen-by-creatives-717832

MARKETING CONUNDRUM: Brands often don’t know their archetypes or what they stand for — and this can drive inefficient communications.

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OUR CO-HOSTS

April White

Hamish Anderson

Trust Relations: The Podcast with April and Hamish

Welcome to Trust Relations: The Podcast! April White is the founder of Trust Relations PR agency, and Hamish Anderson is our resident marketing expert. Together, they’re the dynamic duo with all the right skills to take on the biggest topics in news, media and integrated marketing. Join us every two weeks, as we help you learn from the marketing mistakes that make headlines — or sink brands.