Category: Branding

If you haven’t pitched a business on the significance of defining – and living – a brand archetype, only to be met with eye rolls, have you even lived? Doubtful. Let’s pause for a pulse check. Still breathing? Excellent. The point is this: The idea of brand archetypes, and why they matter in a world…

Not too long ago, commercial cleaning companies – or really everyone in the jan-san industry – could get by with a somewhat bootleg-sounding brand. Then, the pandemic hit. Suddenly, instead of being a service provider focused solely on vacuuming, taking out trash and cleaning restrooms, commercial cleaning companies needed to have expertise in infection control.…