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Tag: brand strategy

2018-11-07Branding

Brand Storytelling and Archetypes

Storytelling is the simple act of telling a story. Something that we do since the dawn of times, when tribes gathered around […]

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, […]

2018-05-042018-07-02Archetypes, 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 […]

2016-06-152018-02-27Career

Entrepreneurial Lessons: Marie Drago, Gallinée

I discovered Gallinée when I was doing a research for the post about probiotic skincare and immediately were hooked about the science behind […]

2016-06-092016-09-04Cases & Strategies

Snapchat: How to Use

Snapchat is the social media everyone is talking about. With a fast growth, constant innovation and an average of 10 billion video […]

2016-06-072016-09-06Thinking Fashion

Fast-Fashion Luxury

Along with the many subjective definitions of luxury – from having time to spare to craftsmanship and rarity – somehow, for the […]

2016-03-212016-09-04Cases & Strategies

Open Letter to Miuccia Prada

  Dear Miuccia, I would like to start this letter by saying that you are one of the reasons I have a […]

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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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