by Kaye Putnam | Brand Archetypes, Entrepreneurs
Who could have guessed? On that fateful day in 2013, I was in full nerd mode. I was down a deeeeep rabbit hole of internet research. And I stumbled upon the jenky website that would change my life. That moment would change so many others’ lives, too. Because in it,...
by Sarah Putnam | Big Brand Genius
Last year, when we developed the 12 Brandfluency courses, Kaye and I researched fitness brands to find one that represents each of the twelve archetypes. This was the perfect exercise to show how very different brands actually sell very similar products. Think about...
by Sarah Putnam | Big Brand Genius
LaCroix is *EVERYWHERE*…at least in the United States. For some of you, LaCroix Sparkling Water needs no explanation. For others, you may be wondering why I’m about to dedicate an entire blog to a brand you’ve never heard of. LaCroix is a U.S. based sparkling...
by Kaye Putnam | Brand Archetypes, Visibility
Big Brand Innocent Archetype Inspiration Gosh, looking at these two image sets just makes you happy, right? Many of the food products that adopt an Innocent brand archetype, like Chobani shown here, showcase their natural, organic, and close-to-nature aspects. They...
