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 Innocent
Starting this week, I will talk about each of the 12 archetypes and their application to the fashion and beauty industries. Let’s begin with the Innocent! The Innocent is the optimist who believes in kindness, in the beauty of dreams and that everything always turns out fine. He is hopeful and aspire to live in…
Pleasure to Meet: Living Proof
You may not know Living Proof (yet) but surely covet Jennifer Aniston’s hair, right? She is the face of the brand that puts a lot of science behind the shampoos, conditioners, masks and leave-ins. Living Proof was founded in 2004 by Dr. Bob Langer, an MIT scientist, and two investors, Jon Flint and Dr. Amir…
Icon: Jacqueline Kennedy
Jacqueline Kennedy, later Onassis knew how powerful an image could be. Her posture, smile, delicate gestures, and of course, style, were painstakingly calculated to charm. An icon that keeps inspiring us over a half century later!
Farm e a Essência da Garota Carioca
Se hoje 90% das grifes do Rio de Janeiro adoram se descrever como “marcas cariocas”, servem mate e biscoito Globo em seus eventos, capricham no visual merchandising e se empenham para ter um blog atrativo, a culpa é da FARM. Não é preciso ir muito longe para ver como a empresa mudou o cenário do…
Gerações e Branding: Millennials
Esta é uma série de vídeos sobre como é o comportamento das principais gerações de consumidores nascidos entre o pós II guerra e o início do século 21. Vamos falar dos millennials?
Maria Grazia Chiuri at Dior. Until When?
Until a couple of years ago, I knew by heart the names of the creative directors of the main luxury brands, even at those less ‘mainstream’. I really enjoyed looking at the show pictures, learning about their professional journeys and see the evolution between each collection. Nowadays, I must confess, my interest has faded, maybe…