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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Dream Spas: Ashford Castle, Ireland
A spa in a castle. Need I say more? Ashford Castle is a medieval building close to Lake Corrib, in the west coast of Ireland. The construction began in 1228 and the Guinness family is among the many illustrious ones that have managed the property throughout the centuries. In the early 1900s, it became a…
Archetypal Branding: The Everyperson
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Everyperson in your brand positioning.
Dream Spas: Les Fermes de Marie, French Alps
The last dream spa of the year must be extra special, so let’s go to the French Alps to relax and detox at the luxurious Les Fermes de Marie resort. First of all, take time to admire the cosy environment, with those typical wooden cottages surrounded by the snow, then head to the spa and…
A Crise na Indústria de Luxo
O que está acontecendo com o mercado de luxo? Não são só as incertezas econômicas e políticas que estão abalando o setor mas uma sim uma série de ações que acabam afastando as marcas dos atributos de distinção, exclusividade e raridade que caracterizam o luxo. O que fazer então?
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…
Brands We Love: Clarins
My memories of Clarins products come from childhood. I remember watching my mother applying this “luxury” sunscreen to avoid dark spots. The packaging wasn’t special and had too much text (probably in different languages), however, you could tell there was something “scientific” about that lotion. Years went by and I kept an eye on the…