Cases & Strategies Archives

The Positioning of Tom Ford

Posted 2015-11-232016-09-04 Mirela de Lacerda1 CommentPosted in Cases & Strategies

This post was inspired by a video on the extinct Style.com where Tim Blanks revives the boom of Tom Ford at Gucci, in the second half of 1990s, and also by an image from the Fall 1996 campaign I found organizing my collection of old Vogues (here, on Instagram). Georgina Greenville in a long white […]

Sound Branding

Posted 2014-10-162016-09-04 Mirela de LacerdaLeave a commentPosted in Cases & Strategies

Sensory experiences in retail are not new. Lighting, ambiance, aromas and music that help build up the brand universe are practices that have already become standard and there are good examples out there. One of the first lectures I had in the MA course was specifically about sensory experience with sounds – and I’m not […]