Archetypal Branding: The Magician
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Magician in your brand positioning.
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Archetypes: The Sage
The Sage believes that knowledge is never enough. Maybe it is one of the easiest archetypes to define since it is instantly associated with figures such as the professor, the specialist, the researcher, the detective or the “geek”. However, this search for knowledge has a deeper motivation as he thinks only the truth set us…
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.
Archetypes: How to Use – Part 2
In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand identity building. If you have read about Chanel, Alexander McQueen, Ralph Lauren etc. and their respective archetypes (Lover, Creator, Ruler), must be wondering: what it means? So let’s go for it! Margaret Mark…
Sustainability for Meaningful Brands
What makes a sustainable brand now? The term has acquired such a broad context – it can refer to the use of naturally sourced ingredients, biodegradable fabrics, recycled materials, transparent supply chain, second-hand/vintage pieces… It can be a few or all of those things together. On the other hand, we know that the best sustainable…
Dior and Yves Saint Laurent: Battle of Lovers
Dior and Yves Saint Laurent have a historic relationship. In addition to Yves have worked alongside Christian and being his replacement, the two maisons are icons of French fashion. The similarities definitely exist, but do the brands compete for the same audience? From the archetypical point of view, both are the Lover, which is very…
On the Road with Levi’s
Freedom, comfort and rebellion are words easily associated with a piece of clothing: a pair of jeans. The most democratic item of our wardrobe is always seen as an integral part of a journey – be it real or imaginary. A teenager discovering life wears jeans, so as the adventurer who has no strings attached….