• 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

Wish I Knew Starting Out 2 Months Ago:

How much she appreciates working with someone where the can have full transparency and open dialogue

Current Curiosity:

Exploring the topic of how women have been marketed towards through a new podcast

Best Place to Grab a Bite:

Momotaro

Topo Gigio

Connect with Allie:

Website: ObedientAgency.com

Social Media: @ObedientAgency

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