Archetypes & Branding: The Sage
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Sage in your brand positioning.
More about the Sage archetype.
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Entrepreneurial Lessons: Andy Jefferies, Co-Founder of Dock & Bay
Reinventing the beach towel. That was the quest of two friends that loved to travel the world and wanted to create a business they could have fun with. That’s how Andy Jefferies and Ben left their corporate jobs to start Dock & Bay. Since the launch, in 2015, the brand has evolved to offer other…
Arquétipos e Branding: O Governante
O arquétipo do Governante simboliza controle, liderança, responsabilidade e status. Sua motivação principal é a vontade de colocar ordem no caos. Como marcas icônicas conseguem trabalhar o seu branding?
Retail Apocalypse or Lack of Brand Identity?
“Retail apocalypse” has become a ubiquitous term when we talk about the drastic changes happening on the high street. The latest reports about Barneys New York financial troubles and the struggles at House of Fraser and Debenhams just reinforce the idea that department stores are a thing of the past. But when we take a closer…
Are We Having a Fashion Overdose?
It was the big debate of 2015 and so far you are probably tired of reading about it: the alarming pace of fashion was the great culprit in the Dior-Raf Simons separation, social media is making the industry rethink its calendar (a few examples: New York Fashion Week is considering turn into a consumer-targeted event,…
Archetypes: The Caregiver
Mother Teresa and Pope Francis. Princess Diana (after the divorce) and Angelina Jolie (after adopting the 1st child and becoming a UN ambassador). What do they have in common? They embody the Caregiver archetype, symbol of altruism, caring and protecting others. The closest association is with mothers and fathers but it is present in any…
Arquétipos: Modo de Usar – Parte 2
No último post, falei sobre a metodologia de aplicação dos arquétipos e porque acredito que ela é superior aos tradicionais métodos de construção de identidade da marca. Quem leu os textos sobre Chanel, Alexander McQueen, Ralph Lauren etc e seus respectivos arquétipos (Amante, Criador, Governante) deve estar se perguntando: mas afinal, o que significa isso? Então,…