This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what are the emotions and feelings that drive your consumer, the process of brand development becomes simpler and straight-forward. There are 4 great motivational needs we experience throughout our lives, as human-beings and as…
We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins…
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…
Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless to say, none of them is addressing the real consumer, thus the brand is not communicating effectively. It’s a common mistake in the brand building process: you have an idea, develop a concept and…
O branding é essencial para uma marca se diferenciar e ter uma imagem consistente. Como desenvolver um branding focado em engajamento emocional com seu público-alvo?
Quer saber mais sobre o poder dos arquétipos no branding? Minhas dicas de livros sobre o assunto estão aqui!
O que é posicionamento de marca e como fazer? Como usar os arquétipos neste processo? A importância da missão, visão e valores no dia a dia. Análise da concorrência, pesquisa de mercado, determinação de público-alvo, cultura organizacional e alinhamento entre produto e valores da marca.
Vídeo novo no YouTube! Desta vez explico como é o trabalho de archetype branding na prática, o tempo de duração, as etapas e porque ele permite a construção de marcas muito mais relevantes.
Novidade: agora o Project M tem canal no YouTube!!! No primeiro vídeo, falo sobre como comecei a trabalhar com arquétipos e aplicá-los para o branding de moda e porque eles fazem diferença na construção de marcas relevantes.
Miranda Priestly from ‘The Devil Wears Prada’. Kings and queens. Presidents and prime-ministers. CEOs of traditional companies. The classic boss figure. All of them embody the Ruler archetype. You already understood it symbolises control, leadership, responsibility and status. The main motivation is the willing to put an order in chaos and a desire to bring…