Archetypal Branding: The Caregiver
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Caregiver in your brand positioning.
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Sound Branding
Sensory experiences in retail are not new. Lighting, ambiance, aromas and music that help build up the brand universe are practices that have already become standard and there are good examples out there. One of the first lectures I had in the MA course was specifically about sensory experience with sounds – and I’m not…
Time for a Change: the New Fashion Calendar
The autumn/winter 2016-17 season is over and, unsurprisingly, the main subject was the change in the fashion calendar. New York and London are willing to turn the shows into a consumer event and are already counting on Tommy Hilfiger, Rebecca Minkoff, Tom Ford and Burberry, among others, adopting the new format. Milan and Paris, as…
Ralph Lauren: American Royalty
Ralph Lifshitz grew up in the Bronx, a New York neighbourhood where reality is far from the glamour of the Upper East Side. But it was never an obstacle for him to dream about the lifestyle of traditional WASPs: the beach houses on the outskirts of Boston, Ivy League universities and elite sports such as…
Em Busca da Identidade Perdida
Dizer que o consumidor está no comando, que anda estressado, confuso e ansioso é notícia velha. Da mesma forma que investir no marketing digital e nas redes sociais é fundamental para qualquer marca. Todo mundo está cansado de saber. Boa parte das marcas brasileiras de moda já têm seus blogs estruturados, Twitter e Fan Page…
Entrepreneurial Lessons: Sabinna Rachimova, Founder of Sabinna
Sabinna Rachimova has always been interested in craftsmanship and from an early age learned how to crochet, knit and sew from her grandmother. Years later, her passion became her job when she founded Sabinna, a conscious fashion label made in Europe. In this interview she talks about her first experiences in the industry, the challenges…
Accessories for Pet Lovers
It all started when I met Hector Browne, the dog-shaped bag from Thom Browne, who strolled around with Cathy Horyn during Paris Fashion Week, last March. Recently, I had the chance to see it up close (in leather, like the picture above) and realised that pets, especially cats, are having a moment as accessories. Here’s…