How to Create a Brand? Step 4 – Production
We have already talked about the basics to start a brand, the business model and the importance of a business plan. Now, […]
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How to Create a Brand? Step 3 – The Business Plan
Many people cringe at the simple mention of a Business Plan, thinking it is one of the most complicated things to do. […]
Brands We Love: Clinique
To look at those mint-green packaging is a reminder of Clinique’s role in my skin care. I still remember the first time […]
Top 10 Collections of Autumn/Winter 2016-17
Valentino: it’s like going into a fashion fairy tale and never want to wake up. Maria Grazia Chiuri and Pierpaolo Piccioli found […]
Who am I
Mirela de Lacerda – archetypal brand strategist. With 20 years’ experience in the fashion and beauty industries, my work combines research, strategy and […]
Garance Doré’s Life (and Career) Lessons
Obviously, I don’t need to present Garance Doré. Let me begin by saying that I like to visit her blog every now […]
The Positioning of Tom Ford
This post was inspired by a video on the extinct Style.com where Tim Blanks revives the boom of Tom Ford at Gucci, […]
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, […]
I’m Back…
I write this post exactly 3 weeks after submitting my master dissertation and 1 week after coming back from Brazil to see […]
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About Project M is an emotional branding consultancy aimed at startups and middle size companies. Applying the concept of archetypes, the work […]