Archetypal Branding: The Hero
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Hero in your brand positioning.
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Archetypes: The Hero
Courage, determination and strength. From Hercules to Superman, going through Luke Skywalker, and all the heroes from comics and fiction, the archetype embodies these values in an inspiring, admirable way. The Hero motivates us to overcome limitations, believe in ourselves, fight for noble causes and make the world a better place. Along courage comes a…
Mind the Gap
When we think about fast-fashion, there’s no shortage of names: H&M, Zara, Topshop… But until the 1990’s, when the term didn’t even exist, Gap was ‘the’ place to find good quality pieces with very reasonable prices. The American company established in San Francisco, in 1969, by Donald and Doris Fischer, as a multibrand store that…
On the Road with Levi’s
Freedom, comfort and rebellion are words easily associated with a piece of clothing: a pair of jeans. The most democratic item of our wardrobe is always seen as an integral part of a journey – be it real or imaginary. A teenager discovering life wears jeans, so as the adventurer who has no strings attached….
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 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…
Archetypal Branding: The Lover
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Lover in your brand positioning.