Why We Buy Brands?

Posted Leave a commentPosted in Archetypes, Branding

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 at the end of the day, we don’t just buy a product, we buy a brand. We buy what it represents and how it will make us feel. It’s an aspirational process about our perceptions, […]

Brand Storytelling and Archetypes

Posted Leave a commentPosted in Branding

Storytelling is the simple act of telling a story. Something that we do since the dawn of times, when tribes gathered around a fireplace to hear and pass them on. Neuroscience explains it as a way for the brain to recognize familiar patterns and create narrative structures that become easy to understand and process. A […]

Brand Meaning vs Brand Buzz

Posted Leave a commentPosted in Branding

When Tom Ford left Gucci in 2003 it was a big shock in the fashion industry, marking the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. Fifteen years later, the designer musical chair game became almost the norm and along with the constant change of creative directors comes the total brand […]

Brand Mindset. What’s Yours?

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The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, tangible elements. From logo to product range going through colour palette, website  design, packaging and tone of voice, just to name a few, everything the brand makes must be connected to its core values and […]

How to Balance the Emotional and Rational Sides in Brand Building

Posted Leave a commentPosted in Branding, Cases & Strategies

We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins […]