Paul Smith: The Art of Cool
If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, […]
Category: Archetypes
What is the Identity of Your Brand? – Part 2
I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to […]
What is the Identity of Your Brand?
What brands like Coca-Cola, Starbucks, Apple, Disney and Chanel have in common? Not just a very clear identity, easy to recognize and […]
Burberry: London Lifestyle
Answer quickly: what is the item of clothing that best represents the English weather? The trench coat, of course! And who makes […]
Dior and Yves Saint Laurent: Battle of Lovers
Dior and Yves Saint Laurent have a historic relationship. In addition to Yves have worked alongside Christian and being his replacement, the […]
Giorgio Armani and the Power of Elegance
“Elegance does not mean being noticed, it means being remembered.” Giorgio Armani’s statement perfectly summarizes the identity of his brand. Since the […]
Diesel: Jeans and Fun
What began as a simple Italian denim brand, found by friends Renzo Rosso and Adriano Goldshmied in 1978, is now a worldwide […]
On the Road with Levi’s
Freedom, comfort and rebellion are words easily associated with a piece of clothing: a pair of jeans. The most democratic item of […]
Nike’s Heroes
‘Just do it’. Nike’s slogan says it all. The brand inspires the awakening of an inner athlete in each person. Despite Phil […]
Tiffany’s Blue Dreams
Audrey Hepburn had breakfast looking at its windows and Charlotte (Kristin Davis), in ‘Sex and the City’, set up a situation for […]