Brand Archetypes: Driving Efficient Communications

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 shutdown: https://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 Departure: https://www.marketingdive.com/news/dunkin-cmo-departs-after-9-months/621109/

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

CAMPAIGN ANALYSIS:

AUSSIE + KIWI ADS: https://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.