How to Build an Archetypical Brand?
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]
Category: Archetypes
Why We Buy Brands?
Have you noticed that although there’s no shortage of options to purchase a similar product, we are always inclined to prioritize certain brands? It’s because […]
What’s Your Brand Motivation?
This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what […]
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 […]
Archetypes: The Ruler
Miranda Priestly from ‘The Devil Wears Prada’. Kings and queens. Presidents and prime-ministers. CEOs of traditional companies. The classic boss figure. All […]
Archetypes: The Creator
The Creator is the artist, the inventor, the entrepreneur, the musician, the writer… In any activity where creativity and imagination rule, there […]
Archetypes: The Caregiver
Mother Teresa and Pope Francis. Princess Diana (after the divorce) and Angelina Jolie (after adopting the 1st child and becoming a UN […]
Archetypes: The Jester
‘Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.’ The iconic quote […]
Archetypes: The Lover
Romance, seduction, luxury and beauty. The Lover is the archetype of pleasure, sophistication, physical and emotional connections. It’s not hard to see […]
Archetypes: The Every Person
The friend who is always there for us, the girl next door, the regular worker and the model citizen. All of them […]