John Casmon

How to Create a Memorable Brand with Allie LeFevere, Episode 143

There are three primary emotions that release adrenaline into our brains that create lasting memories: fear, grief, and humor. While many brands focus on fear (can you say FOMO), Allie and her partner launched the Obedient Agency to help people use humor and levity to create memorable brands.

Allie has spent the last decade creating, launching, and scaling fun-centric global programs for brands + entrepreneurs, whipping up their humorous branding + marketing campaigns, and making sure every touchpoint of their customer’s experience is unforgettable, unconventional, and most importantly, un-boring.

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Key Insights

Started in consulting in brand strategy and brand messaging
Partnered with a copywriter and comedy writer to launch the Obedient Agency, using fun and humor to build brands
Focus on levity to make the mundane entertaining and complex easy to understanding
Clients: University of Chicago, Fertility Clinic, IT Firm, and Private Investigator
Agency focuses on cleverness, humor, and wit
Integrity is more important than authenticity – rooted to deeper values and morals
Your website should do the heavy lifting, expand the story on social media and email
Biggest challenge for brands: being consistent
Building a business is not the same as building a brand – it can be good and not be memorable
There are three primary emotions that release adrenaline and cement memories: fear, grief, and humor
Most brands use fear, but humor makes people feel good and builds deeper relationships

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Bull’s Eye Tips:

Apparent Failure:

Tried to teach people how to use levity for their marketing but did not feel they could effectively deliver; instead built a full-service agency

Most Recommended Book:

Loving What Is by Byron Katie

Most Recommended Digital/Mobile Resource:

Slack

Daily Habit:

Journaling for 5-10 Mins

Wish I Knew Starting Out:

The importance of contracts and boundaries