Ready to flip the table on “same-old” marketing? In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime rip into the Rebel archetype—the outlaws of branding who turn loyal customers into die-hard fans. You’ll learn:

• Why true rebels are more mission-driven than shock-driven
• The psychographics that make “rule-breakers” pull out their wallets
• Three guardrails to keep your message edgy, not alienating
• A step-by-step game plan to define your enemy, craft bold storytelling, and build a cult-like community

If you want a brand that customers would tattoo on their arm (without burning cash on gimmicks), press play and unleash your inner outlaw.

Takeaways

• Rebel brands challenge the status quo and attract nonconformists.
• Customers of rebel brands seek individuality and a sense of belonging.
• Messaging is crucial; it should be bold and provocative.
• Rebel brands must have a clear cause or mission.
• Avoid being rebellious for the sake of it; authenticity is key.
• Rebel brands can alienate customers if messaging is too aggressive.
• Building a community around the brand fosters loyalty.
• Consistency in brand voice is essential for trust.
• Small businesses can effectively use rebel branding by defining their enemy.
• Bold storytelling is necessary to stand out in the market.

Chapters

• 00:00 Introduction to Rebel Branding
• 02:48 Understanding the Rebel Archetype
• 05:37 Psychographics of Rebel Brand Customers
• 08:13 Common Mistakes in Rebel Branding

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Ready to swap “good enough” for greatness? In this power-packed Brand Chops dive, hosts Zack Lemear and Chris Duhaime break down the Hero archetype—the branding playbook built on courage, grit, and unstoppable momentum. Using Nike’s legendary Just Do It as the gold standard, they show why winning brands don’t sell products; they sell the promise of conquering personal limits. You’ll learn:

• What drives Hero customers (hint: earned success, not shortcuts)
• Visual and verbal cues that make Hero messaging pop—bold colors, action shots, “prove them wrong” copy
• Three steps every small biz can steal: crystal-clear mission, rock-solid proof, and a challenge your audience can’t ignore
• Common pitfalls (being too aggressive or over-promising) and how to dodge them

If your business exists to push people past excuses, hit play and gear up for a burst of brand bravery.

Takeaways

• The Hero Archetype is about courage and overcoming challenges.
• Brands like Nike exemplify the Hero brand with their messaging.
• A brand is defined by the experience it provides.
• Hero customers value hard work and personal growth.
• Messaging for Hero brands should be strong and empowering.
• Visuals for Hero brands should be bold and dynamic.
• Avoid being too aggressive in messaging to not alienate customers.
• Trust is built through delivering real value and results.
• Small businesses can effectively use Hero branding strategies.
• Focus on customer empowerment rather than just competition.

Chapters

• 00:00 Introduction to Brand Archetypes
• 00:23 Exploring the Hero Archetype
• 02:03 Characteristics of Hero Brands
• 05:01 Messaging for Hero Brands
• 07:28 Implementing Hero Branding for Small Businesses

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!

Certified Financial Planner Dan Cohen left big-bank bureaucracy to build a boutique firm with a single mission: manage wealth and relationships that last generations. In this episode, Dan unpacks how original thought-leadership content, community service, and an iron-clad fiduciary mindset helped Cohen Investment Advisors break through one of the most overcrowded markets on earth—financial advising.

We dig into: • Turning newspaper articles into a multi-channel authority engine • Defining (and sticking to) an ideal client profile without shrinking opportunity • Using “give first” sponsorships to accelerate referrals—zero sales pitches needed • Building a brand that survives its founder and serves fourth-generation clients • Advice for new advisors: ditch the quick sale, become an indispensable resource

Whether you’re in finance, fitness, or food trucks, Dan’s approach proves a clear, purpose-driven brand can compound faster than any index fund. Hit play, take notes, and start chopping up your own brand.

Takeaways

• Creating original content helps differentiate your brand.
• Building a brand should focus on long-term relationships.
• Understanding your ideal client is crucial for success.
• Community engagement enhances brand reputation.
• Mistakes in branding often stem from a transactional mindset.
• Trust is built through consistent client relationships.
• Content marketing is essential for brand evolution.
• Balancing personal and firm branding is important.
• Investing time in client relationships pays off in loyalty.
• New advisors should focus on being a resource for clients.

Chapters

• 00:00 Introduction to Financial Advising and Branding
• 02:06 Differentiating Your Brand in a Competitive Market
• 04:21 Understanding Your Ideal Client
• 05:51 Building Community Connections
• 08:05 Long-Term Relationships vs. Transactional Mindset
• 10:36 Maximizing Client Happiness and Lifestyle
• 12:00 The Importance of Giving First
• 13:09 Evolving Your Brand Over Time
• 14:58 Balancing Personal and Firm Branding
• 19:17 Advice for New Advisors
• 21:23 Conclusion and Contact Information

Contact Us

Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!