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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How to Balance the Emotional and Rational Sides in Brand Building
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…
Icon: Winona Ryder
She is back to our lives thanks to Netflix ‘Stranger Things’, but if you were around in the 1990s, know that Winona Ryder never actually left. A grunge Audrey Hepburn, so delicate and at the same time so rock’n roll, with short hair, flawless features and many variations of dark lipstick (from blood red to…
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…
Wanted: Designers for a Long-Term Commitment
I try not to be this person who keeps a nostalgic vision but every time I think about the current status of luxury fashion, it’s hard to avoid it. We are going through really weird times. Reading this post by Nicole Phelps, reflecting on the exit of Hedi Slimane from Saint Laurent, I realised that…
Icon: Kate Moss
She brought a new beauty ideal to fashion, went from heroin chic muse to Playboy bunny and for over 25 years has influenced designers, brands and everybody else with her absolute cool, ‘couldn’t care less’ attitude. Kate Moss is the ultimate icon!
Brands We Love: Clinique
To look at those mint-green packaging is a reminder of Clinique’s role in my skin care. I still remember the first time I went to their counter (at Nordstrom, maybe) to buy foundation and compact powder over 20 years ago… Of course I’ve followed it with the 3 Step System (with Clarifying Lotion 2) and…