archetypical brands Archives -

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. […]

The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, […]

This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what […]

We know that the branding process is an emotional one. But unfortunately most of the times we try to rationalise it and forget to focus on […]

The Sage believes that knowledge is never enough. Maybe it is one of the easiest archetypes to define since it is instantly […]

A person that goes on a journey to find his own identity. That’s the perfect translation of the Explorer archetype. Freedom, independence […]

Starting this week, I will talk about each of the 12 archetypes and their application to the fashion and beauty industries. Let’s […]

Replace the founder of a brand, especially when he is still alive, is one of the most challenging duties in terms […]

In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand […]

It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t […]