“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. Usually, I reply by asking a few others, like “what are the emotions you want to communicate?” and “how do you want your consumers to feel?” Yes, emotions and feelings because archetypes are […]
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Magician in your brand positioning.
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Revolutionary in your brand positioning.
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Hero in your brand positioning.
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Sage in your brand positioning. More about the Sage archetype.
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Explorer in your brand positioning. More about the Explorer archetype
Series of 12 videos about my work with archetypes in branding. The first one is the Innocent.
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 […]
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 […]
Branding is essential, how can we differentiate ourselves and build a truly meaningful brand? This video is about finding your motivation in order to create meaning and developing a mindset that will lead to a unique brand.