Archetypal Branding: The Hero
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Hero in your brand positioning.
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How to Build a Meaningful Brand?
Branding is essential, how can we differentiate ourselves and build a truly meaningful brand? This video is about finding your motivation in order to create meaning and developing a mindset that will lead to a unique brand.
Giorgio Armani and the Power of Elegance
“Elegance does not mean being noticed, it means being remembered.” Giorgio Armani’s statement perfectly summarizes the identity of his brand. Since the launching in 1975, the designer has become a synonym of Italian elegance, with its taste for discretion and high quality. No wonder that Armani suits remain as a top choice of powerful men,…
Ralph Lauren: American Royalty
Ralph Lifshitz grew up in the Bronx, a New York neighbourhood where reality is far from the glamour of the Upper East Side. But it was never an obstacle for him to dream about the lifestyle of traditional WASPs: the beach houses on the outskirts of Boston, Ivy League universities and elite sports such as…
Mind the Gap
When we think about fast-fashion, there’s no shortage of names: H&M, Zara, Topshop… But until the 1990’s, when the term didn’t even exist, Gap was ‘the’ place to find good quality pieces with very reasonable prices. The American company established in San Francisco, in 1969, by Donald and Doris Fischer, as a multibrand store that…
The Positioning of Tom Ford
This post was inspired by a video on the extinct Style.com where Tim Blanks revives the boom of Tom Ford at Gucci, in the second half of 1990s, and also by an image from the Fall 1996 campaign I found organizing my collection of old Vogues (here, on Instagram). Georgina Greenville in a long white…
The Art of Alexander McQueen
Few years have passed since Lee Alexander McQueen left us and it’s not an overstatement saying that fashion found itself ‘orphan’ from one of its greatest creators, maybe the best from recent decades. The son of a London taxi-driver, who was born in a working class family, learned early how to sew, refined his skills…