Everybody is talking about sustainability in fashion but it is still hard to find spaces that sell a good selection of ethical brands. Enters Modafirma, a platform for sustainable fashion, beauty and homeware founded by Angela Ene that gathers partners with unique stories to tell, creating a global shopping emporium in one online address. Here […]
Why is so important to research about your real target instead of just having an aspirational idea of a consumer profile?
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.
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:
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 […]
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 […]