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Ep. 143: How to Create a Memorable Brand with Allie LeFevere

podcast November 29, 2019

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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 in 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:



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:



Topo Gigio


Connect with Allie:

Website: ObedientAgency.com

Social Media: @ObedientAgency


Leave us a review and rating on Apple Podcasts or Spotify. Be sure to check out more info at TargetMarketInsights.com.

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