Archetypal Branding: The Creator
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Creator in your brand positioning.
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We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins…
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.
Maria Grazia Chiuri at Dior. Until When?
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In today’s overcrowded market, we can agree that brand loyalty is a massive challenge which doesn’t mean you shouldn’t aim to have your consumer engaged at every opportunity. But…How to do it? First and foremost, be very clear about what the brand is, what it stands for and show that you really care about them….
Archetypes: The Creator
The Creator is the artist, the inventor, the entrepreneur, the musician, the writer… In any activity where creativity and imagination rule, there is the archetype in action. The goal is simple: to make a vision take shape, which may happen, for example, in a painting, an architecture project, a clothes collection or even in a…