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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Who’s Who: Guido Palau
Like Pat McGrath, Guido Palau has so much prestige in the industry that he also got a cartoon for the Barney’s video in partnership with Disney in 2012. He was born in England as well, but his talent lies in the scissors department, not brushes. Along with Pat and Steven Meisel he has created powerful and…
Entrepreneurial Lessons: Angela Ene, Founder and CEO of Modafirma
Everybody is talking about sustainability in fashion but it is still hard to find spaces that sell a good selection of ethical brands. Enters Modafirma, a platform for sustainable fashion, beauty and homeware founded by Angela Ene that gathers partners with unique stories to tell, creating a global shopping emporium in one online address. Here…
Dream Spas: Andaz Maui, Hawaii
Hawaii is definitely on my bucket list, needless to explain why. On the other hand, I loathe the idea of staying in those impersonal mega resorts with thousands of suites and crowds disputing a place by the pool. That’s the reason Andaz Maui, a hotel with all the amenities minus the predictable clichés, is one…
How to Create a Brand? Step 2 – The Business Model
Last week we talked about the basics you need to have and know before opening a fashion brand. Now, let’s discuss the business model, in other words, how your company is going to be commercially viable. A great tool to help structure it is the Business Model Canvas, “a strategic management and entrepreneurial tool…
Pé na Estrada com a Levi’s
Liberdade, conforto e descobertas são palavras facilmente associadas a uma peça de roupa: a calça jeans. O item mais democrático do armário é sempre visto como parte integrante das jornadas – sejam elas reais ou imaginárias. O adolescente que está descobrindo a vida usa jeans, assim como o rebelde/questionador/aventureiro que sai livre pelo mundo. Ambos…
Nike’s Heroes
‘Just do it’. Nike’s slogan says it all. The brand inspires the awakening of an inner athlete in each person. Despite Phil Knight and his coach, Bill Bowerman, initial proposal to offer trainers that would improve performance at fair prices, the name (Nike is the Greek goddess of victory) already showed the company’s potential to…