Real Brands vs Perfect Brands

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Diverse. Inclusive. Sustainable. Authentic. These are the current magical words to describe any brand willing to be well viewed by consumers. Let’s be clear, there is nothing wrong about wanting to be all those things, the problem is that very few companies can actually be what they preach. In today’s cancel culture, every little misstep […]

Brand Storytelling and Archetypes

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Storytelling is the simple act of telling a story. Something that we do since the dawn of times, when tribes gathered around a fireplace to hear and pass them on. Neuroscience explains it as a way for the brain to recognize familiar patterns and create narrative structures that become easy to understand and process. A […]