183. “Business Marketing Archetypes” with Brian Gregory Artwork

Business Mastery Podcast

Business is dynamic. And everything affects you and your business. Fight with your mother-in-law? Mindset struggle? Market Changes? YUP. So, we're going to talk about it all. No topic is off limits.

The goal for every episode is to offer a new and different perspective or provide actionable strategies you can implement now. On the topics you need, to help you run the small business you love, more successfully. To master your own business and to master yourself as its leader and decision maker.

Every Wednesday Dawn K. Kennedy, an attorney, author, mentor and the CEO of Convoy Road Coffee Roasters, releases a new episode for your middle of the week dose of ideas and inspiration. In 45 minutes or less.

Small bites, expert guests, big impacts.

Whether you are a new or seasoned entrepreneur, this show is about all the things around making a bigger impact with your pursuit and growing into your entrepreneurial vision.

All Episodes

Business Mastery Podcast

183. “Business Marketing Archetypes” with Brian Gregory

July 30, 2025 • Dawn Kennedy • Season 1 • Episode 183

Send us a text

Dawn Kennedy talks with Brian Gregory, Creator of The YES! TEST, Copywriter, Speaker, Author, Podcaster. They delve into consumer perception and the emotional factors that drive purchasing decisions. Brian introduces the 'Yes Test,' a tool developed over seven years to help small businesses identify their most effective emotional marketing strategies. They discuss the 15 archetypes used in emotional branding, real-life examples of successful campaigns, and how these insights can revolutionize a business’s marketing efforts. Dawn and Brian also touch on how even seemingly rational business decisions are deeply influenced by emotions and the importance of aligning your brand’s message with those emotional triggers.

Who is Brian Gregory, and whom does he serve? (01:10)

The Yes Test: Emotional Algorithm for Marketing (01:17)

Emotional Branding Types (02:51 )

Real-world examples of successful emotional branding in action. (6:10)

The Power of Subconscious Decisions (09:16)

Branding Beyond Logos and Taglines (12:32)

How to adapt your messaging to match shifting consumer emotions. (17:19)

The Role of the Subconscious in Decision Making (22:03)

Advertising and persuasion techniques that tap into emotional triggers. (22:40)

Case studies: Miller Lite and other emotionally successful brands. (22:56)

The Power of Emotional Advertising (24:45 )

Temptation Brands and Emotional Marketing (30:11 )