Archetypal Branding: The Ruler
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Ruler in your brand positioning.
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My Burberry: My London Smell
On my first days in London I noticed that my current fragrance, Daisy Eau so Fresh, from Marc Jacobs, was very fresh for the city weather. Since I have made a huge change in my life, I thought I needed a scent to seal this new moment. Coincidentally, Burberry had just launched My Burberry, the…
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…
Entrepreneurial Lessons: Marie Drago, Gallinée
I discovered Gallinée when I was doing a research for the post about probiotic skincare and immediately were hooked about the science behind the products and the fact that the brand, launched about 2 months ago, was funded by a Kickstarter campaign. That’s an entrepreneurial story worth sharing! So, this week I met the lovely Marie…
Pleasure to Meet: Too Faced
As Benefit, Tarte and Urban Decay, Too Faced is one of those brands that believe makeup should be a tool to boost self-esteem. One of the founders, Jerrod Blandino, started the company by mixing ingredients in his kitchen and testing them on friends. It worked so well that his partner, Jeromy Johnson, who already had…
The 5 Essential Steps to Launch a Brand
You may have a myriad of reasons for creating your own fashion brand but regardless of the motivations, the most important thing is to build a strong business from day one. To simplify your entrepreneurial journey, here are 5 essential steps that need to be completed before the launching date: Market research: do an extensive…
Arquétipos e Branding – O Amante
Sedução, romance, luxo e beleza. O Amante é o arquétipo que representa a busca por prazer, sofisticação e também por encontros físicos e emocionais. Não é difícil vislumbrar porque a maioria das marcas de moda, beleza e luxo são exemplos dele então como trabalhar seu branding sem cair no lugar comum?