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Tag: brand identity

2019-11-182019-11-18Branding

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 […]

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. […]

2018-10-032018-10-03Branding

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 […]

2018-08-152018-08-08Videos

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 […]

2018-08-08Videos

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 […]

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 […]

2018-05-042018-07-02Branding, Cases & Strategies

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 […]

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 […]

2016-01-212016-09-04Cases & Strategies

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 […]

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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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