Archetypal Branding: The Everyperson
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Everyperson in your brand positioning.
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Beauty Dilemmas: The Search for the Perfect Mascara
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The First Steps of My Career in London
When I started looking for a job after the MA, I must have sent my CV to dozens of places, in less than a month. I didn’t get any feedback apart from those automatic replies and didn’t even get an invitation for an interview. I also contacted many recruiters, some of them replied, a few…
Brand Storytelling and Archetypes
Storytelling is the simple act of telling a story. Something that we do since the dawn of times, when tribes gathered around a fireplace to hear and pass them on. Neuroscience explains it as a way for the brain to recognize familiar patterns and create narrative structures that become easy to understand and process. A…
Quem não Ama Christian Louboutin?
Dois elementos são eternamente associados à sedução: saltos e a cor vermelha. Quando os dois se juntam, qual o resultado? Christian Louboutin, claro! O designer que fez história ao pintar os solados de vermelho está comemorando 20 anos de sua marca com um livro e uma exposição no Design Museum, em Londres. Grandes conquistas para…
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…
Brexit: Expectations about the Fashion Industry
Last Friday, I woke up with the sad news that UK chose to leave the European Union. Even though I wasn’t completely surprised, as the polls pointed to it, I hoped that in the end, the Remain would win by a tiny margin. Since then, the political and economic uncertainty mood took over, reinforced by…