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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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….
How to Create a Brand? Step 7 – Branding
Last but not least: let’s talk about branding! There are many strategies to create the brand identity and I have posted about successful cases, following the concept of archetypes (foundation of my work as brand strategist). In a nutshell, branding is related to build, manage and differentiate a brand in order to have the client…
The Ideal Customer Myth
Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless to say, none of them is addressing the real consumer, thus the brand is not communicating effectively. It’s a common mistake in the brand building process: you have an idea, develop a concept and…
The Fashion Critics that Still Matter
For many years, my dream job was to be a fashion journalist to review the shows. By reading the collections critiques and articles about the industry, I got a good part of my fashion culture and a great understanding of the business. However, as you know, things changed drastically in the last decade and the…
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…
Brands We Love: Clinique
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