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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A New Era at Calvin Klein?
If you are old enough to remember the buzz around CK One perfume, will also remember how Calvin Klein ruled the 90s. From CK Jeans campaigns with Kate Moss and Mark Wahlberg, going through the shows that helped define the minimalist aesthetic of the era, and the memorable Obsession and Eternity fragrances ads, the brand…
Are We Having a Fashion Overdose?
It was the big debate of 2015 and so far you are probably tired of reading about it: the alarming pace of fashion was the great culprit in the Dior-Raf Simons separation, social media is making the industry rethink its calendar (a few examples: New York Fashion Week is considering turn into a consumer-targeted event,…
Arquétipos: O Sábio
O Sábio acredita que conhecimento nunca é demais. Talvez seja um dos arquétipos mais fáceis de definir já que figuras como o professor ou mestre, o especialista, o pesquisador, o detetive e o “nerd” são imediatamente associadas a ele. Porém, a busca pelo conhecimento tem uma motivação mais profunda pois ele acha que só a…
Super Models by Annie Leibovitz
Amongst the many amazing pictures from Annie Leibovitz’s “Women” exhibition, that I saw a few weeks ago, the most memorable ones to me were from an American Vogue editorial celebrating the millennium with iconic models from the 60’s to the 90’s (November 1999). Seeing Twiggy, Penelope Tree, Lauren Hutton, Paulina Porizkova, Cindy Crawford, Claudia Schiffer,…
Livros sobre Archetype Branding
Quer saber mais sobre arquétipos e suas aplicações como estratégia de branding? Aqui vai uma lista com os principais títulos sobre o assunto! The Hero and The Outlaw – Margaret Mark e Carol S. Pearson: este é a bíblia do archetype branding e a primeira obra a abordar o tema de uma forma prática. Margaret…
Burberry: London Lifestyle
Answer quickly: what is the item of clothing that best represents the English weather? The trench coat, of course! And who makes the most iconic trench in the world? Burberry, no doubt. Everyone knows the story, but it’s worth a quick summary: it all started when Thomas Burberry founded a small store in the Hampshire…