brand strategy

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 […]

The brand mindset, also known as the brand language, vocabulary or codes, represents how the meaning and motivation are translated into visual, […]

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 […]

Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless […]

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

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

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