Archetypal Branding: The Revolutionary
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Revolutionary in your brand positioning.
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O Posicionamento de Tom Ford
Este post foi inspirado no vídeo do extinto Style.com em que Tim Blanks revive o boom de Tom Ford na Gucci, na 2ª metade nos anos 90, e também por uma foto da campanha de Fall 1996 que encontrei organizando minha coleção de Vogues antigas (coloquei lá no Instagram). Georgina Greenville com aquele longo de jérsei branco recortado estrategicamente continua causando impacto! Naquele…
How Chanel 2.55 Bag Inspired a Trend
When Chanel created the iconic 2.55 bag, all she wanted was to free a woman’s hand from holding clutches. The rectangular, quilted model, with gold chain straps turned into a classic. However, along the tweed tailleur, for decades it was associated with rich and elegant ladies who lunch and even though it was very chic, wasn’t…
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…
Arquétipos e Motivação: Independência
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Dream Spas: Amangiri, Utah
Amangiri is a perfect retreat if you dream about holidays in a quiet and isolated place but still don’t want to compromise on comfort and luxury. The resort is literally in the middle of the desert in the south side of Utah, close to the Grand Canyon. With only 34 suites and breathtaking views, it is…
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…