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 Keep Consumers Engaged
In today’s overcrowded market, we can agree that brand loyalty is a massive challenge which doesn’t mean you shouldn’t aim to have your consumer engaged at every opportunity. But…How to do it? First and foremost, be very clear about what the brand is, what it stands for and show that you really care about them….
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
Archetypes: How to Use – Part 1
It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t know who they were and only wanted to copy the market leaders. I tried to explain the importance of brand differentiation and used to build an ideal consumer profile, which I didn’t think…
Emotional Branding = Motivation + Meaning + Mindset
We know that the branding process is an emotional one. But unfortunately most of the times we try to rationalise it and forget to focus on a key issue: the motivation behind the brand. What will motivate consumers to buy your product? How do you want them to feel? What emotions and attitudes would you like to be associated with? These…
Brand Mindset. What’s Yours?
The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, tangible elements. From logo to product range going through colour palette, website design, packaging and tone of voice, just to name a few, everything the brand makes must be connected to its core values and…
Archetypes: The Explorer
A person that goes on a journey to find his own identity. That’s the perfect translation of the Explorer archetype. Freedom, independence and authenticity are amongst the most important values of those who identify with the symbol, besides a great urge for individualism and to be ‘himself’. The Explorer loathes the idea of conformity, of…