Archetypal Branding: The Creator
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Creator in your brand positioning.
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How to Create a Social Media Strategy
You can be either a startup or an established company but social media is, for sure, a crucial part of your marketing. I know that everyone and their mother is tired of hearing about the importance of having a direct channel with clients and its potential reach, however, this doesn’t mean that random posts with…
Archetypal Branding: The Magician
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Magician in your brand positioning.
Archetypes: How to Use – Part 1
It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t know who they were and only wanted to copy the market leaders. I tried to explain the importance of brand differentiation and used to build an ideal consumer profile, which I didn’t think…
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…
Maria Grazia Chiuri at Dior. Until When?
Until a couple of years ago, I knew by heart the names of the creative directors of the main luxury brands, even at those less ‘mainstream’. I really enjoyed looking at the show pictures, learning about their professional journeys and see the evolution between each collection. Nowadays, I must confess, my interest has faded, maybe…
Archetypes & Branding: The Innocent
Series of 12 videos about my work with archetypes in branding. The first one is the Innocent.