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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Pleasure to Meet: Too Faced
As Benefit, Tarte and Urban Decay, Too Faced is one of those brands that believe makeup should be a tool to boost self-esteem. One of the founders, Jerrod Blandino, started the company by mixing ingredients in his kitchen and testing them on friends. It worked so well that his partner, Jeromy Johnson, who already had…
Como Criar uma Marca Arquetípica?
Esclarecendo dúvidas sobre como criar uma marca arquetípica: o que é preciso identificar e como desenvolver elementos tangíveis que vão traduzir o significado arquetípico. Playlist sobre Arquétipos & Branding
Vintage Time: Lancôme Aroma Calm
Writing this post bring back memories of one of my favourite Lancôme products but at the same time it’s sad the it no longer exists… Aroma Calm was a range of oil, moisturizing and body spray, part of a wider collection of aromatherapy-inspired products made to energise (Aroma Tonic and Aroma Fit) or relax. The…
Archetypes: The Jester
‘Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.’ The iconic quote from ‘Ferris Bueller’s Day Off’ defines the essence of the Jester, the archetype that just want to have fun! The clown, the trickster, the comedian and that friend who is the life of…
Who’s Who: Guido Palau
Like Pat McGrath, Guido Palau has so much prestige in the industry that he also got a cartoon for the Barney’s video in partnership with Disney in 2012. He was born in England as well, but his talent lies in the scissors department, not brushes. Along with Pat and Steven Meisel he has created powerful and…
Brands We Love: Estée Lauder
It is hard to think in a cosmetic brand more aspirational than Estée Lauder. The products always come in a luxurious packaging and the campaigns are impossibly glamorous, in the best “American beauty” ideal approach. It all started in 1946, when Estée (born Josephine Esther Mentzer and daughter of Hungarian and Czech immigrants), and her husband,…