Archetypal Branding: The Ruler
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Ruler in your brand positioning.
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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.
Stay True to Your (Brand’s) Heart
December is here and we know what it means: year review and goals for the next one. Maybe you haven’t had the time to think about it yet, or is planning to do it only after Christmas or early January. Regardless of your timing, it is tempting to look at the latest market trends and…
On the Road with Levi’s
Freedom, comfort and rebellion are words easily associated with a piece of clothing: a pair of jeans. The most democratic item of our wardrobe is always seen as an integral part of a journey – be it real or imaginary. A teenager discovering life wears jeans, so as the adventurer who has no strings attached….
Archetypal Branding: The Jester
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Jester in your brand positioning.
Tiffany’s Blue Dreams
Audrey Hepburn had breakfast looking at its windows and Charlotte (Kristin Davis), in ‘Sex and the City’, set up a situation for a marriage proposal to happen in front of the store, just to have a romantic story to tell to her future grandchildren. Indeed, it’s hard to find something more romantic and dreamy than…
Brand Meaning vs Brand Buzz
When Tom Ford left Gucci in 2003 it was a big shock in the fashion industry, marking the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. Fifteen years later, the designer musical chair game became almost the norm and along with the constant change of creative directors comes the total brand…