This is the crux of all new businesses - you need to stand out with something original and exciting, but your audience needs something familiar to grasp onto. Your ideas need to set you apart yet be inclusive. Show us a “better way” of doing things without forcing us to abandon what we’ve grown comfortable with. When businesses can’t find this middle ground, their failure isn’t so much in the product but in their communication around the product. The business fully understands the genius behi...

Brands don’t just happen. They’re grown from the connection between a business and its audience. How the brand grows directly results from the conditions it is subjected to. Just because you have a business doesn’t mean you have a brand, and vice versa. We will be taking this idea from three angles: How the conflicts faced in human development compare to brand growthHow most businesses struggle and fail to grow their brandHow to consistently evolve, grow, and mature your brandI st...

The idea of archetypes goes back to before recorded history. You can find them, feel them, in every fable and myth from cultures all over the world. The system of archetypes draws straight from our collective unconscious - it is the same for everyone. They are used by everyone and belong to no one. The potency of the archetype shows up in how you use them. However, YOUR archetypal mix is unique. While there are 12 archetypes within all of us - each archetype manifests depending on situa...

This is not a call to change the colours of your logo. This isn’t about a “refresh.” This is something much bigger. Every system needs calibration. Your brand is a system, and it requires frequent calibration. A simple enough statement, but as with anything in the BAM universe, it is loaded with all kinds of meaning. We’ll be discussing 3 things during this podcast: When it comes to “branding,” what do we mean when we say “recalibrate” and “alignment”?How you probably approached buildin...

They love to talk about the sales funnel, don’t they? Here’s what I think: the “funnel” approach to the client journey happened because most salespeople lack a foundation understanding of their brand. Or, more likely, their brand has no foundation in the first place. The companies using the sales funnel analogy will likely revert to saying, "this is the easiest way for our sales team to visualize the process.” Good for the sales team, I suppose. But if they aren’t the ones going through...

When you think about how products/services are presented what comes to mind? Is it the 3 tiered model we see online? Why is it presented that way? There has to be an intention and purpose to that design, and although we may have the system displayed correctly based on eternal patterns of psychology. How we get there is the much-needed debate that needs to be had. As we are going about this all wrong. We need to dive into the layers to understand why Features x Benefits = Product...

When it comes to your brand, culture creates community, and the community then guides the culture. It takes a village to raise a child. Every member of the village - the community - pitches into mold how every child grows and learns. Why? Because those children will eventually grow up to be the elders, teachers, mentors, and leaders who help raise the next generation. No one is selling anything, everyone is involved, and everyone benefits. In a similar light, it takes a comm...

If you are new to the BAMcast then welcome, but if you have been following the series I’m sure you’re starting to get used to the rhythm and deconstructing process by now. It’s amazing how many words we use in business and branding that we’ve never actually given much thought to before - they've just become buzzwords that get thrown around to sound knowledgeable without any consideration for what they really mean and whether we’re using them properly. For example, this month, we’re star...

“Resonance” feels like a word you hear all the time, but could you define what it means? Merriam-Webster has seven official definitions of the word ranging from music to electrical systems to mechanical frequencies. To the layperson, though, the verb form of resonance - resonate - has taken on the modern slang of “to vibe.” Does this resonate with you? Does this vibe with you? The essential, modern, meaning of the word: To continue to produce a loud, clear sound for a long t...

This is also the mentality behind any number of businesses that go into the market without a clear idea of who they serve. On any given day you can see a hundred different brands hoping that if they make the right product in the right way, with enough clever features and flashy copy, an infinite audience will arrive to buy their product hand over fist. First, build it, then they will come - the shortcut to the Law of Attraction. The trouble is: the Law of Attraction is a strategy,...