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How to Build an Archetypical Brand?

“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]

Fashion has always been a passion for Jessica Kruger but from a young age she knew if she would ever venture in […]

Bringing women together and make them an active part of the conversation. That’s how the idea of Women of Power UK (WOP) […]

What success means to you? Despite the misleading ‘working from an exotic beach, making a revenue of 6 or 7 figures’ model, […]

Revolutionary, rebel, outlaw and even villain. The names associated with the archetype are not very flattering, but this doesn’t mean it has […]

Here in the UK, freelancing is on the rise. Since last year there are more 182.000 people working for themselves, with a […]

I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to […]

What brands like Coca-Cola, Starbucks, Apple, Disney and Chanel have in common? Not just a very clear identity, easy to recognize and […]