Archetypal Branding: The Everyperson
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Everyperson in your brand positioning.
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Entrepreneurial Lessons: Andrea Flamini, Managing Partner at Loel & Co.
Timing is everything. For Andrea Flamini it really was. After building a successful career as head of marketing she noticed her priorities have shifted when she came back from maternity leave. At the same time, her mother Rita was retiring from her small jewellery company and the opportunity to become an entrepreneur and have a…
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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, tangible elements. From logo to product range going through colour palette, website design, packaging and tone of voice, just to name a few, everything the brand makes must be connected to its core values and…
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Entrepreneurial Lessons: Mathilde Gauvain, Founder of MYTHYN
After noticing how sensitive her skin has become, Mathilde Gauvin started to make her own cosmetics and bath products. The passion for living more sustainably led to the creation of MYTHYN, a luxurious all-natural bath, beauty & home rituals brand handmade in small batches in Bedfordshire, UK. Here, she talks about the importance of crafting…
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Entrepreneurial Lessons: Fleurette Mulcahy and Alice Holden, Founders of Attollo Lingerie
Attollo Lingerie was born out of a frustration that lasted for over 10 years! Founders Fleurette and Alice grew up knowing that D+ bra cup sizes were either hard to find or very “grannyish” looking. So, during their second year at university, they decided to defy the market norm and created Attollo, which means “I…
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Entrepreneurial Lessons: NINI Organics
NINI Organics wants to be superfood for your skin. As the name says, the brand founded by siblings Alex and Nicole offers 100% natural and organic ingredients in a range of skincare, bath and makeup products (the Glow Illuminator is like sunshine in a bottle!) that prove that natural beauty can also be fun and glamorous. In this…
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What’s Your Brand Motivation?
This is the first question to answer in order to build a meaningful brand, with consistent identity. When you understand what are the emotions and feelings that drive your consumer, the process of brand development becomes simpler and straight-forward. There are 4 great motivational needs we experience throughout our lives, as human-beings and as…
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Entrepreneurial Lessons: Mermaid Stories
Mermaid Stories was founded by Victoria Weber in Copenhagen, in 2016, with a simple yet whimsical idea: to unite the Scandinavian minimalist aesthetic with some magic, seen in the well- crafted details, like the imprinted mermaid on the back of each watch and the natural coloured pearls in the jewellery. In this interview, the team at…
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How to Balance the Emotional and Rational Sides in Brand Building
We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins…