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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The Journey of Louis Vuitton
It all started in 1837 when 16 years old Louis Vuitton decided that he wanted to be an artisan and left his family in Asnières to try his luck in Paris as a trunk maker. In 1854 the brand was officially born with a store at Rue Neuve des Capucines. The classic monogram appeared in…
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…
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…
What is the Identity of Your Brand? – Part 2
I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to communicate the brand values. Nevertheless, its definition doesn’t rely on target audience and positioning only. It’s about the determination of the brand’s essence. How does it happen? Through the study of archetypes. The…
Archetypes: How to Use – Part 2
In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand identity building. If you have read about Chanel, Alexander McQueen, Ralph Lauren etc. and their respective archetypes (Lover, Creator, Ruler), must be wondering: what it means? So let’s go for it! Margaret Mark…
Giorgio Armani and the Power of Elegance
“Elegance does not mean being noticed, it means being remembered.” Giorgio Armani’s statement perfectly summarizes the identity of his brand. Since the launching in 1975, the designer has become a synonym of Italian elegance, with its taste for discretion and high quality. No wonder that Armani suits remain as a top choice of powerful men,…