Use the 12 Archetypes to Assess Your Firm and Size Up Your Competition Brand marketers universally agree that there are twelve brand archetypes. Each of the twelve archetypes is depicted on the wheel below, along with a well-known brand that epitomizes it. Note that the archetypes are grouped into four categories: stability, fulfillment, enjoyment, and risk. As you consider your…
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Redesigning your logo is a big deal. For one thing, it usually means completely overhauling your brand’s visual identity with ripple effects throughout your brand architecture and infrastructure. For another, it automatically lands you in full-on rebrand territory, which necessarily means added expense and complexity. For these and other reasons, it often makes good sense to revitalize your brand with…
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Staying competitive in today’s legal marketplace demands you constantly refine, revise and update your law firm’s marketing strategy to maintain brand relevance and recognition. You can never be “one and done” when it comes to marketing your law firm. It’s not enough to undertake the occasional website redesign or rebranding. Instead, you need to establish a regular and rigorous practice…
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Rob Auchincloss from HOLOCENE interviewed Lynda Decker on his podcast, as he seeks to gain knowledge from the most creative, adventurous and bright among us. Check out episode #36 and listen to Rob and Lynda talk about dogs in the office, the design industry, surfing, the importance of nature and many other topics. Click on the play button below to…
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The mission for any private equity firm is to find innovative ways to grow their portfolio companies and maximize their profits. More recently, some of the most forward-looking private equity firms have begun hiring brand consultants to work directly with their portfolio companies to build brand strategies and develop marketing plans. This new model is a distinct pivot for the…
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