What’s Your Brand Motivation?

Posted Leave a commentPosted in Archetypes

  This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what are the emotions and feelings that drive your consumer, the process of brand development becomes simpler and straight-forward. There are 4 great motivational needs we experience throughout our lives, as human-beings and as […]

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 […]