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 […]
“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 […]
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 high profile designer in this era dominated by conglomerates. Fifteen years later, the designer musical chair game became almost the norm and along with the constant change of creative directors comes the total brand […]
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
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 a key issue: the motivation behind the brand. What will motivate consumers to buy your product? How do you want them to feel? What emotions and attitudes would you like to be associated with? These […]
Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless to say, none of them is addressing the real consumer, thus the brand is not communicating effectively. It’s a common mistake in the brand building process: you have an idea, develop a concept and […]
Replace the founder of a brand, especially when he is still alive, is one of the most challenging duties in terms of branding. Amongst the most recent and dramatic cases is Valentino. For 45 years, the designer was the heart and soul of the label, sharing with his clients – including icons as Jackie […]
I still remember the news about Tom Ford leaving Gucci, in 2003. It was the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. It was a big shock because, to me, Gucci was Tom Ford and vice-versa. Over a decade later, this musical chair […]