Archetypes & Branding: The Explorer
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Explorer in your brand positioning.
More about the Explorer archetype
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Shopping with Whatsapp
You already use Whatsapp to talk to friends and family, are part of many groups, share pictures, videos, links, memes, jokes… So, why not shopping with it? As it surpassed the mark of 1 billion users around the world, the app reinforces the increased use of mobile to access the internet. Thus, it’s easy to…
Arquétipos: O Sábio
O Sábio acredita que conhecimento nunca é demais. Talvez seja um dos arquétipos mais fáceis de definir já que figuras como o professor ou mestre, o especialista, o pesquisador, o detetive e o “nerd” são imediatamente associadas a ele. Porém, a busca pelo conhecimento tem uma motivação mais profunda pois ele acha que só a…
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…
Arquétipos: O Cara Comum
Sabe aquela ideia que temos do amigo de todas as horas, do vizinho simpático, do trabalhador que segue sua rotina, do cidadão médio? Ou seja, pessoas ‘normais’ com quem podemos nos identificar? Assim é o arquétipo do Cara Comum: realista, empático, sem vaidades e sempre buscando companhia, por isso mesmo, seu desejo básico é a…
Why We Buy Brands?
Have you noticed that although there’s no shortage of options to purchase a similar product, we are always inclined to prioritize certain brands? It’s because at the end of the day, we don’t just buy a product, we buy a brand. We buy what it represents and how it will make us feel. It’s an aspirational process about our perceptions,…
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…