Ideal Consumer vs Real Consumer
Why is so important to research about your real target instead of just having an aspirational idea of a consumer profile?
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How to Build a Meaningful Brand?
Branding is essential, how can we differentiate ourselves and build a truly meaningful brand? This video is about finding your motivation in order to create meaning and developing a mindset that will lead to a unique brand.
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How to Apply Archetypes in Branding
What are archetypes and what they have to do with branding? Discover how to apply them into your branding to build emotional, meaningful brands More about Jung’s archetypes here:
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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…
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The Ideal Customer Myth
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…
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Entrepreneurial Lessons: Veroniek Vermeulen, Founder of Silatha
We all know about the benefits of meditation but incorporating it in our daily lives is not easy. After discovering the practice during a retreat in Nepal, Veroniek Vermeulen decided to leave a corporate career and transform her life. The Silatha journey began with the purpose of turning meditation into a daily activity, through the…
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Entrepreneurial Lessons: Hasna Kourda, Founder of Save Your Wardrobe
How many times have you looked at your wardrobe in the morning and repeated: “I have nothing to wear”, despite having tons of clothes? Willing to end this dilemma for good, Hasna Kourda created Save Your Wardrobe, an app to manage and make the most of it. Here she tells us about the other benefits…
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Entrepreneurial Lessons: Charly and Caroline, Founders of League of Her Own
So, you decided to have your own business but don’t have a clue about how to start? Charly Lester and Caroline Brealey went through all the rough paths of being an entrepreneur when then started out. That’s why they created A League of Her Own, a membership community to help women set and develop…
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Entrepreneurial Lessons: Lacey Hunter Felton, Founder of Hunter Collective
The concept of co-working spaces is nothing new. But a workspace for freelancers in beauty and fashion, with a fully equipped salon and the chance to be part of a community of like-minded people that will support you to grow your business is truly groundbreaking. That’s the purpose of Hunter Collective, the space created by…
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Pleasure to Meet: Weleda
In 1921, when the cosmetic industry couldn’t even imagine the concept of natural beauty, Rudolf Steiner and Ita Wegman joined forces to create a company that followed the anthroposophical principles, i.e, integrating body, mind and soul. In the Switzerland HQ, they created a biodynamic garden to grow everything they needed. Ground breaking, isn’t? The name…