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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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 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…
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Archetypal Branding: The Magician
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Magician in your brand positioning.
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Archetypal Branding: The Revolutionary
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Revolutionary in your brand positioning.
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Archetypal Branding: The Hero
Series of 12 videos about my work with archetypes in branding. Discover how to apply the Hero in your brand positioning.
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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 about the Sage archetype.
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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 about the Explorer archetype
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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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Archetypes & Branding: The Innocent
Series of 12 videos about my work with archetypes in branding. The first one is the Innocent.
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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…