Archetypal Branding: The Revolutionary
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Revolutionary in your brand positioning.
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Archetypes: How to Use – Part 1
It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t know who they were and only wanted to copy the market leaders. I tried to explain the importance of brand differentiation and used to build an ideal consumer profile, which I didn’t think…
Arquétipos: O Criador
O Criador é o artista, o inventor, o empreendedor, o músico, o escritor… enfim, em qualquer atividade que a criatividade e a imaginação imperam existe uma boa dose do arquétipo em ação. Sua meta é simples: dar forma a uma visão que pode ser, por exemplo, um quadro, a arquitetura de um prédio, uma coleção…
Brands We Love: Clinique
To look at those mint-green packaging is a reminder of Clinique’s role in my skin care. I still remember the first time I went to their counter (at Nordstrom, maybe) to buy foundation and compact powder over 20 years ago… Of course I’ve followed it with the 3 Step System (with Clarifying Lotion 2) and…
Emotional Branding = Motivation + Meaning + Mindset
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 a key issue: the motivation behind the brand. What will motivate consumers to buy your product? How do you want them to feel? What emotions and attitudes would you like to be associated with? These…
Best of: Red Lipstick
Everybody has a favourite red lipstick and for a while, mine was Guerlain Rouge G Gigi, a pinkish-red with blue undertones that is perfection. Then, I tried Tom Ford Cherry Lush and it got serious competition. As the name says, the cherry hue is exactly the kind of red I like, and the texture, the lasting…
Garance Doré’s Life (and Career) Lessons
Obviously, I don’t need to present Garance Doré. Let me begin by saying that I like to visit her blog every now and then to get some inspirations and whilst I was planning Modalogia’s relaunch (now Project M), it was a good source to figure out how to fit different subjects under the same url….