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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How to Build an Archetypical Brand?
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. Usually, I reply by asking a few others, like “what are the emotions you want to communicate?” and “how do you want your consumers to feel?” Yes, emotions and feelings because archetypes are…
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…
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…
Want to Try: Rose Water
Have you ever heard about rose water properties? After reading about it, I was curious and did some research only to find out that it’s an ancient beauty ritual! There is some controversy about who started to use it first – Arabs, Indians or Bulgarians – but the fact is they all agree about how…
Arquétipos: Modo de Usar – Parte 1
Tudo começou em 2011 enquanto eu fazia consultoria de marketing para algumas marcas de moda e notava que a esmagadora maioria não sabia quem era e apenas copiava o que Farm, Animale ou Osklen faziam. Eu tentava explicar que era preciso formular algo que diferenciasse a empresa no mercado e para isso desenhava o perfil…
The Fashion Critics that Still Matter
For many years, my dream job was to be a fashion journalist to review the shows. By reading the collections critiques and articles about the industry, I got a good part of my fashion culture and a great understanding of the business. However, as you know, things changed drastically in the last decade and the…