Archetypes: How to Use – Part 2

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In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand identity building. If you have read about Chanel, Alexander McQueen, Ralph Lauren etc. and their respective archetypes (Lover, Creator, Ruler), must be wondering: what it means? So let’s go for it! Margaret Mark […]

Vintage Time: Chanel Vamp

Posted 2 CommentsPosted in Vintage Time

  Long before Jade and Particulière, in fact, long before the madness about nail polish existed, it already had a waiting list. Uma Thurman wore it in “Pulp Fiction” and Madonna chose it for “Take a Bow” video. Chanel Vamp, a wine hue that blends black and red perfectly, is the classic of classics, one […]

Paul Smith: The Art of Cool

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If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, paintings, books etc., one can find tailored suits and smart cut pieces with his unmistakable signature of colourful stripes and irreverent print. The designer embodies the English eccentricity in a way that few others […]

What is the Identity of Your Brand? – Part 2

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I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to communicate the brand values. Nevertheless, its definition doesn’t rely on target audience and positioning only. It’s about the determination of the brand’s essence. How does it happen? Through the study of archetypes. The […]

I’m Back…

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I write this post exactly 3 weeks after submitting my master dissertation and 1 week after coming back from Brazil to see my family. Whilst I was planning life after my MA course and how to get a job in fashion branding, working with the subject of my research – archetypes, a desire to get […]