Archetypes & Branding: The Sage
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Sage in your brand positioning.
More about the Sage archetype.
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Wanted: Designers for a Long-Term Commitment
I try not to be this person who keeps a nostalgic vision but every time I think about the current status of luxury fashion, it’s hard to avoid it. We are going through really weird times. Reading this post by Nicole Phelps, reflecting on the exit of Hedi Slimane from Saint Laurent, I realised that…
The Perfect World of Stella McCartney
Everybody knows Stella McCartney’s trajectory: raised on a farm, in England’s countryside, Paul and Linda’s daughter learned to value nature and animals since she was a child. After an internship at Christian Lacroix, while still a teenager, she went to Central Saint Martins to get her degree and her graduation show had friends Kate Moss…
How to Apply Archetypes in Branding
What are archetypes and what they have to do with branding? Discover how to apply them into your branding to build emotional, meaningful brands More about Jung’s archetypes here:
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. Usually, I reply by asking a few others, like “what are the emotions you want to communicate?” and “how do you want your consumers to feel?” Yes, emotions and feelings because archetypes are…
The Essence of Chanel
Anyone who knows a little bit of fashion history is aware of Coco Chanel’s trajectory: an orphan girl who was abandoned in a nunnery by her father, she aspired to be a singer, but her skills as seamstress ended up opening the doors to a new and prestigious life, and to change forever the way…
Brand Meaning vs Brand Buzz
When Tom Ford left Gucci in 2003 it was a big shock in the fashion industry, marking the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. Fifteen years later, the designer musical chair game became almost the norm and along with the constant change of creative directors comes the total brand…