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Tag: archetypical brands

2019-09-042019-09-04Archetypes

How to Build an Archetypical Brand?

“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]

2018-08-062018-08-06Branding

Brand Mindset. What’s Yours?

The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, […]

2018-07-02Archetypes

What’s Your Brand Motivation?

  This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what […]

2018-05-042018-07-02Archetypes, Branding

Emotional Branding = Motivation + Meaning + Mindset

We know that the branding process is an emotional one. But unfortunately most of the times we try to rationalise it and forget to focus on […]

2016-07-282018-06-07Archetypes

Archetypes: The Sage

The Sage believes that knowledge is never enough. Maybe it is one of the easiest archetypes to define since it is instantly […]

2016-07-212018-06-07Archetypes

Archetypes: The Explorer

A person that goes on a journey to find his own identity. That’s the perfect translation of the Explorer archetype. Freedom, independence […]

2016-07-142018-06-07Archetypes

Archetypes: The Innocent

Starting this week, I will talk about each of the 12 archetypes and their application to the fashion and beauty industries. Let’s […]

2016-04-112016-09-04Archetypes

Valentino: The $1 Billion Romance

  Replace the founder of a brand, especially when he is still alive, is one of the most challenging duties in terms […]

2015-11-242018-06-07Archetypes

Archetypes: How to Use – Part 2

In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand […]

2015-11-232018-06-07Archetypes

Archetypes: How to Use – Part 1

It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t […]

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Recent Posts

  • Stay True to Your (Brand’s) Heart
  • Real Brands vs Perfect Brands
  • How to Build an Archetypical Brand?
  • Retail Apocalypse or Lack of Brand Identity?
  • Branding Sources: Books and Podcasts

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