November 2015 -

Archetypes: How to Use – Part 2

In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand […]

Long before Jade and Particulière, in fact, long before the madness about nail polish existed, it already had a waiting list. […]

It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t […]

This post was inspired by a video on the extinct Style.com where Tim Blanks revives the boom of Tom Ford at Gucci, […]

If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, […]

Straight and blunt, slightly layered, combed to one side… There is always a different way to wear bangs! If you are thinking […]

I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to […]

What brands like Coca-Cola, Starbucks, Apple, Disney and Chanel have in common? Not just a very clear identity, easy to recognize and […]

I write this post exactly 3 weeks after submitting my master dissertation and 1 week after coming back from Brazil to see […]