Real Brands vs Perfect Brands
Diverse. Inclusive. Sustainable. Authentic. These are the current magical words to describe any brand willing to be well viewed by consumers. Let’s […]
Tag: brand identity
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. […]
Brand Meaning vs Brand Buzz
When Tom Ford left Gucci in 2003 it was a big shock in the fashion industry, marking the first break up between a luxury brand and a […]
Archetypes & Branding: The Sage
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Sage in your brand positioning. More […]
Archetypes & Branding: The Explorer
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Explorer in your brand positioning. More […]
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 […]
The Ideal Customer Myth
Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless […]
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 […]
Fashion Musical Chair vs. Brand Image
I still remember the news about Tom Ford leaving Gucci, in 2003. It was the first break up between a luxury […]