Brand Chops Podcast

In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the Sage brand archetype, which emphasizes wisdom, expertise, and knowledge. They discuss how businesses can effectively embody this archetype to attract the right customers, the common pitfalls to avoid, and strategies for positioning oneself as a trusted expert in the field. The conversation highlights the importance of clear messaging, high-value content, a...

SEO veteran BJ Bergey joins hosts Chris Duhaime and Zack Lemear to prove that search engines and strong brands are inseparable. In 30 punch-packed minutes you’ll learn:

• Why message consistency super-charges Google’s ranking signals • How claiming & optimizing your Google Business Profile can outrank bigger competitors overnight • The “4.8-star” review paradox—and tips for responding to haters • A zero-budget backlink ...

In this episode of Brand Chops, hosts Chris Duhaime and Zack Lemear unpack the Explorer archetype—one of Carl Jung’s 12 brand archetypes—and why it matters for small business branding. If your ideal customer craves freedom, independence, and discovery, this is your blueprint. From psychographics to messaging and design tips, you’ll learn how to attract the adventure-seekers and wanderers of your market. Featuring real-world example...

How much is inconsistent messaging costing your business? In this episode, we dive into the critical (and often overlooked) topic of brand voice and tone with content strategist and SEO expert Alison Ver Halen. Together with Zack Lemear and Chris Duhaime, we break down how small businesses can clarify their identity, connect more deeply with the right customers, reduce friction in the sales process, and stop sounding like a differe...

Summary

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime kick off a 12-part series on brand archetypes, starting with the Innocent archetype. They discuss the importance of identifying your brand's archetype to connect with your audience emotionally. The Innocent brand is characterized by safety, optimism, and honesty, appealing to consumers who value simplicity and transparency. The hosts provide practical tip...

In this episode of Brand Chops, Zack Lemear and Chris Duhaime dive deep into the polarizing world of politics and its undeniable impact on branding. From Trump’s iconic red hat to Ben & Jerry’s activist messaging, they explore real-world examples of how political alignment (or avoidance) can shape brand identity, attract or repel customers, and ultimately affect the bottom line. Whether you’re a small business owner navigating ...

Trust is everything in cannabis—and most brands aren’t earning it.

In this episode, Zack Lemear and Chris Duhaime discuss teh top ten do’s and don’ts of cannabis branding. 

Tune in and learn how to:

• Define a strong, premium positioning
• Use education to become the go-to expert
• Avoid regulatory landmines
• Desi...

Most small businesses stop at demographics. 😬

The smart ones dig deeper.

In this episode, we show you how to tap into the 12 brand archetypes to connect with what your audience actually cares about — and why that changes everything.

🎙️ If you don’t know your brand’s archetype, you’re leaving trust, loyalty, and sales on the table. In this episode, we break down Carl Jung’s 12 archetypes — and how smart brands use them to do...

How do you turn one funny ad into triple the engagement and a spot on a podcast? Honest Brothers Painting shares the creative risk that made their brand unforgettable — and why leaning into who you are is the real secret to growth.

In this episode of Brand Chops, Zack Lemear sits down with Shawn P and Shawn R Kelleher of Honest Brothers Painting — the local NH company that blew up their engagement with some hilarious, creative risk...

Learn how to build effective personas that resonate with your target audience, the importance of understanding who your ideal clients are, and the necessity of market research. In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the significance of ideal client profiles and personas/avatars in marketing. The conversation also explores psychological archetypes and their role in crafting compelling messaging, as ...

Summary

Learn how small businesses can strategically position their brand to maximize valuation, identify potential red flags in branding during M&A, and the importance of aligning mission and vision.In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime discuss the critical role of branding in the merger and acquisition process with expert Laura Sauter. The conversation also covers the timing for brand strategy,...

Summary

Learn the importance of storytelling in branding, the need to understand and communicate effectively with the target audience, and the evolving landscape of marketing in the digital age. In this episode, Zack Lemear and Chris Duhaime engage with James Kwon, founder and CEO of Figments, to explore the intricacies of branding and marketing strategy. The conversation emphasizes the significance of putting the customer at the...

Learn how clear core values can attract and retain employees, the importance of aligning employees with brand values, and practical tips for small businesses to build a positive culture. In this episode, Zack Lemear and Chris Duhaime discuss the critical role of core values in shaping a strong internal culture within organizations. They are joined by Rachel Platt of Plattinum Consulting that specializes in helping organizations and...

Learn how strong brand identity can enhance sales effectiveness, the importance of coordination between sales and marketing efforts, and the tools that can facilitate this integration. In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime discuss the critical relationship between sales and marketing teams with guests Tim McNeil and Rob Rogers. The conversation also emphasizes the significance of establishing core valu...

Explore how core values, effective communication, and team engagement contribute to business growth and differentiation in a competitive market. In this episode, Zack Lemear and Chris Duhaime discuss the significance of building a strong brand foundation with Matt Mercier, owner of Acapella Technologies. Matt shares insights on the importance of aligning team members with core values and how these principles guide hiring practices ...

Summary

Learn about the psychological impact of branding on children and the phenomenon of mini brands with Norah Lemear, a 12 year old that loves the toy despite the fact that it isn’t really anything you can play with, use or eat. In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime explore the appeal of these miniature products, the psychology behind brand recognition, and the emotional connections children develo...

Keywords

Super Bowl ads, advertising critique, brand analysis, marketing trends, storytelling in ads, emotional advertising, creative advertising, ad winners and losers, brand alignment, innovative advertising, Brand chops, Pivot Creative

Summary

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime dissect the Super Bowl ads from 2025, highlighting the successes and failures of various campaigns. They emphasize the i...

In this episode, Zack Lemear and Chris Duhaime discuss the evolution of Snoop Dogg's brand, highlighting his ability to stay relevant and authentic over the years. They explore how Snoop has successfully expanded his brand into various markets, including the Olympics, and compare his strategies to those of other celebrities like Shaquille O'Neal. The conversation emphasizes the importance of authenticity, reinvention, and different...

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime discuss essential branding resolutions for 2025. They emphasize the importance of clarity, focus, and customer experience in building a successful brand. The conversation covers six key resolutions, including gaining clarity in brand purpose, prioritizing customer experience, building consistency through a brand book, investing in professional design, and conductin...