rand regret is real—and expensive. In this episode, Zack Lemear shows how rushed logos, DIY websites, and mismatched messaging quietly drain credibility, confuse buyers, and crush your confidence. The fix isn’t a full rebrand; it’s targeted upgrades that create immediate lift. You’ll get a simple 5-step framework (identify, upgrade—not overhaul, get outside feedback, phase improvements, celebrate progress) plus practical, budget-smart actions you can take this month to rebuild trust and momentum—without blowing up your business.

Most small businesses don’t need a 60-page strategy binder—they need a compass they’ll actually use. In this episode, we build a one-page brand plan your whole team can remember and run with. You’ll learn the six essentials—Vision, Mission, Values, Audience, Brand Promise, and your Top 3 priorities for the next 90 days—and how to make each one a single, clear sentence. We also cover rollout tactics that create real alignment: make it visible, onboard every new hire with it, and review it quarterly so it stays sharp. If your marketing drifts or your team answers strategy questions differently, this is the reset: tighten the plan, turn it into daily behavior, and watch execution accelerate.

Brand strategist Zack Lemear dives into the “trust leaks” hiding in plain sight—those tiny inconsistencies across emails, proposals, profiles, and handoffs that quietly slow sales. In this episode, you’ll learn how to spot blind spots quickly, prioritize what to fix, and tighten the micro-moments that make buyers feel confident. If you want a brand that truly backs your promise (and helps close deals faster), press play.

Every confusing headline, inconsistent visual, and unclear sales pitch costs your business money — even if you don’t see it on your P&L. Zack Lemear calls this the “Hidden Brand Tax.” In this episode of Brand Chops, Zack explains how weak branding silently drives up ad costs, slows down sales cycles, and makes hiring harder. You’ll learn practical steps to audit your funnel, simplify your message, align visuals, and strengthen your employer brand — so your brand works for you instead of against you.

Your brand has about three seconds to earn attention before people scroll on. In this episode of Brand Chops, Zack Lemear breaks down the power of micro moments—those tiny windows where customers decide whether to lean in or bounce. You’ll hear why most small businesses fail the 3-second test, the psychology behind first impressions, and a step-by-step framework to sharpen your messaging. Walk away with five practical tactics you can apply today to stop the scroll, win attention, and turn clarity into customers.

In this episode of Brand Chops, host Zack Lemear unpacks the real power of a brand promise — and why breaking it even once can cost you a third of your loyal customers. Using examples from Apple and Domino’s, Zack explains how to craft a promise that’s bold, believable, and actually kept. You’ll learn a step-by-step framework to stress test your promise, bake it into every customer touch point, and avoid the costly trap of over-promising. Whether you’re running a small shop or scaling to millions, this episode shows why your brand promise is the make-or-break foundation of customer trust, loyalty, and long-term growth.

In this Brand Archetype finale of Brand Chops, Zack Lemear and Chris Duhaime unpack the Ruler archetype—the brand identity built on authority, prestige, and setting the standard. Learn how small businesses can harness the Ruler’s power to attract ambitious customers, command respect, and establish themselves as the gold standard in their industry. From Rolex and Mercedes-Benz to American Express and Microsoft, we break down what makes Ruler brands thrive—and how to avoid the pitfalls of being too exclusive, too rigid, or too cold.

The Creator archetype is all about originality, artistry, and innovation. In this episode of Brand Chops, Zack Lemear and Chris Duhaime break down how brands like Apple, Lego, and Adobe thrive by fueling imagination and empowering self-expression. You’ll hear real-world examples, the pitfalls that creative brands often fall into, and practical ways small businesses can tap into the Creator mindset. Whether you’re an artist, innovator, or entrepreneur with a vision, this episode will help you build a brand that inspires, connects, and lasts.

In this episode of Brand Chops, hosts Zack Lemear and Chris Duhaime unpack the Caregiver Brand Archetype — one of the most trusted and compassionate identities a business can embody. From Dove’s body positivity campaigns to Campbell’s soup-by-the-fire nostalgia, caregiver brands thrive on empathy, trust, and authentic support. You’ll learn: How caregiver brands attract loyal, purpose-driven customers The biggest mistakes small businesses make when trying to “care” Strategies to show real empathy, not empty promises How to build emotional connections without being too passive Whether you run a small business, nonprofit, or customer-first service, this episode will show you how to embody the Caregiver in a way that creates loyalty, impact, and trust.

Humor isn’t just a gimmick—it’s a growth strategy. In this episode of Brand Chops, Zack Lemear and Chris Duhaime unpack the Jester brand archetype, exploring how brands like Old Spice, Doritos, and M&Ms use humor, mischief, and playfulness to build loyalty and stand out in crowded markets. Learn how to use entertainment to attract the right customers, avoid the pitfalls of forced humor, and make your marketing as fun as it is effective.

Most networking advice stops at “show up.” Sarah Hubbard goes further—way further. In this episode of Brand Chops, she shares the MAPP framework: Mindset, Authenticity, Precise Messaging, and Purposeful Follow-Through. Whether you’re an introvert navigating a crowded industry or a seasoned pro looking for an edge, Sarah’s strategies will help you build a brand people trust, remember, and refer. Get ready to rethink networking—not as a numbers game, but as a powerful brand-building tool.

In this emotionally charged episode of Brand Chops, hosts Zack Lemear and Chris Duhaime break down the most sensual brand archetype of all: The Lover. From Chanel and Godiva to Alpha Romeo and Victoria’s Secret, Lover brands don’t just sell products—they create desire. Learn how these emotionally driven brands build irresistible connections with their audiences and how small businesses can tap into this archetype to increase loyalty, spark passion, and turn their brand into an experience. We also explore the common pitfalls (hint: it’s not all about sex appeal) and offer practical ways to use emotion, sensory marketing, and storytelling to elevate your brand.

In this stylish episode of Brand Chops, we sit down with international image consultant and personal branding expert Shelley Golden to explore how your appearance shapes your brand—whether you’re on stage, on Zoom, or in the boardroom. Shelley shares how to use clothing to reflect confidence and authority, and why your background (yes, your actual Zoom background) might be sabotaging your credibility. We also dig into the difference between personal and corporate branding, and how to look like the expert before you even say a word.

The Everyman brand isn’t flashy—and that’s the point. In this episode of Brand Chops, Zack Lemear and Chris Duhaime explore the approachable, dependable power of the Everyman archetype. Learn how small businesses can tap into authenticity, community, and trust to build a brand that feels like “home.” You’ll walk away with tangible tips for using warm language, relatable visuals, and grounded messaging to connect with customers who crave realness—not razzle-dazzle.

People don’t refer logos—they refer people. In this episode of Brand Chops, Zack and Chris break down how to build a personal brand that turns your networking group into your sales team. From refining your 60-second pitch to avoiding brand confusion (yes, your LinkedIn photo matters), we walk through the do’s and don’ts of brand-aligned networking. Whether you’re showing up to BNI, a chamber mixer, or a Zoom call, this is your cheat sheet to being remembered and referred.

Ever wonder why some brands don’t just sell—they transform? In this episode of Brand Chops, Zack Lemear and Chris Duhaime dissect the Magician archetype: the master of transformation, vision, and storytelling. You’ll learn how brands like Disney, Apple, and Tesla cast a spell on their customers by creating awe-filled, immersive experiences. Whether you’re a coach, tech innovator, wellness brand, or creative entrepreneur, this episode will show you how to bring real magic into your branding. Discover the psychographics of transformation-seeking customers, the keys to visual mystique, and the biggest pitfalls Magician brands must avoid. It’s time to unlock your brand’s power and make the impossible feel possible.

Your business name is your first impression—don’t waste it. In this episode of Brand Chops, Zack Lemear dives into the deceptively simple but often painful process of naming your business. Based on the book Hello, My Name is Awesome by Alexandra Watkins, this episode breaks down the exact steps to brainstorm, filter, and validate brand-worthy names that stick. You’ll learn the SMART process, the SMILE and SCRATCH tests, how to avoid the biggest naming mistakes, and why clarity always beats cleverness. Whether you’re just starting out or rebranding, this is your no-fluff roadmap to a name that actually works.

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.

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.

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.