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A series of fun and functional out-loud musings.
'The Magician' brand archetype. 10 signs your business might also dream big and live large.
"Boy, that's the strangest kid I've ever seen!" Peppermint Patty wasn't too sharp, but could be forgiven for marveling at the many guises...
Carmen Petropulo
2 min read
What's likes got to do with it? Quick tips to keep finding (and sharing) love on Instagram.
What's likes got to do, (got to do wit' it)? If you've noticed that your 'like' count has dropped as a result of Instagram hiding the...
Carmen Petropulo
2 min read
'The Ruler' brand archetype. 10 ways your brand may also love control and success in equal measure.
"I investigate everyone with whom I do business. What careful man wouldn't?" In keeping with our recent 'Breaking Bad' theme, I present...
Carmen Petropulo
2 min read
'The Innocent' brand archetype: 10 reasons why your business might also be a quiet achiever
"I bet we've been together for a million years (and I bet we'll be together for a million more...)" "The meaning of life? That's simple....
Carmen Petropulo
2 min read
'The Outlaw' brand archetype. 10 signs your business also refuses to accept the status quo
"We're done when I say we're done." Meet this week's brand archetype, 'The Outlaw'. It's an archetype that's flawlessly brought to life...
Carmen Petropulo
2 min read
'The Caregiver' brand archetype. Your pocket guide to the sweetest archetype of all, honey.
"Well, honey. I don't think you're a jackass, I think you're a jack-angel." Misguided? Maybe. Unconditionally loving? Most definitely....
Carmen Petropulo
2 min read
'The Creator' brand archetype: 10 signs your business might be an innovator brand
"Roads? Where we're going, we don't need...roads." So proclaimed Emmett Lathrop "Doc" Brown, Ph.D when he first unveiled his highly...
Carmen Petropulo
2 min read
'The Everyman' brand archetype: 10 ways your brand might also value belonging
As I continue my weekly series of brand archetype pocket profiles, I'm shining a light on the friendliest of all the archetypes. If your...
Carmen Petropulo
3 min read
'The Jester' brand archetype. 10 things you should know about this pleasure-seeker.
If a classic film or television character were The Jester brand archetype, who would it be? We marketers use brand archetypes to help...
Carmen Petropulo
2 min read
Talkin' 'bout my (and your) generation. 5 ways this public housing building facilitates connection.
Despite advancements in technological connectivity, we're more lonely now than we've ever been. I've just started working with Friends...
Carmen Petropulo
2 min read
Logo breaking my heart...how trustworthy is your logo?
(Sing it with me) "I couldn't if I tried". How trustworthy is your logo? It may have been loyal to you since day one and stuck fat...
Carmen Petropulo
3 min read
It's a matter of trust: seven simple questions all brands should ask themselves.
Reader's Digest recently released the results of their annual 'Trusted Brands Australia' survey. For the 20th year in a row, the...
Carmen Petropulo
3 min read
"It's the little things that sustain you..."
A few months ago, the Western Bulldogs Football Club reached out to my Dad and I (aka Doggies Tragics / Optimists) to see if we would...
Carmen Petropulo
3 min read
The six star social media engagement tip you'll want to try today.
Apropos of my recent blog about good manners in business, I cannot stress enough to you the importance of treating your social media...
Carmen Petropulo
3 min read
Testing matters: when unintentionally bad manners happen to good brands.
It takes just 0.05 seconds for the average person to form an opinion about your website. That's breathtakingly quick, even in the break...
Carmen Petropulo
3 min read
Thin on the ground, but punching above our weight: why we should salute our creative agencies.
If you work in the creative field in Australia right now, there's a strong chance you're feeling suitably smug. And deservedly so. Late...
Carmen Petropulo
2 min read
Pantone's "Living Coral": why the world needs this natural born leader and ultimate team player
At the risk of bringing the summer vibe and sunny tone down for a few moments, I think most would agree that the world really is in a...
Carmen Petropulo
3 min read
The meaning of life: one Cocker Spaniel's perspective
Last week, I met a 16 (and a half) year old Cocker Spaniel with a purpose. It was the first time we'd been formally introduced. I'd given...
Carmen Petropulo
3 min read
The Boy and The Piano: has the John Lewis and Elton John Christmas TVC hit all the right notes?
It all started with me reading a simple tweet from UK writer, comedian and presenter James Corden. It read, “Holy Sh*t. This commercial.”...
Carmen Petropulo
3 min read
Why this year's Australian Red Cross Blood Service campaign is everything
We've admired the Australian Red Cross Blood Service for many years now; both up close and from afar. It's fair to say that their recent...
Carmen Petropulo
1 min read
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