Archetypal Branding: The Jester
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Jester in your brand positioning.
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Nike’s Heroes
‘Just do it’. Nike’s slogan says it all. The brand inspires the awakening of an inner athlete in each person. Despite Phil Knight and his coach, Bill Bowerman, initial proposal to offer trainers that would improve performance at fair prices, the name (Nike is the Greek goddess of victory) already showed the company’s potential to…
Archetypes & Branding: The Innocent
Series of 12 videos about my work with archetypes in branding. The first one is the Innocent.
How to Keep Consumers Engaged
In today’s overcrowded market, we can agree that brand loyalty is a massive challenge which doesn’t mean you shouldn’t aim to have your consumer engaged at every opportunity. But…How to do it? First and foremost, be very clear about what the brand is, what it stands for and show that you really care about them….
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…
What is the Identity of Your Brand?
What brands like Coca-Cola, Starbucks, Apple, Disney and Chanel have in common? Not just a very clear identity, easy to recognize and adored by consumers. At some point, they understood that a meaningful brand needs to establish emotional engagement with consumers. When we think about each one of them, memories and feelings are immediately ignited….
Real Brands vs Perfect Brands
Diverse. Inclusive. Sustainable. Authentic. These are the current magical words to describe any brand willing to be well viewed by consumers. Let’s be clear, there is nothing wrong about wanting to be all those things, the problem is that very few companies can actually be what they preach. In today’s cancel culture, every little misstep…