Paul Smith: The Art of Cool
If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, […]
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Archetypes: How to Use – Part 1
It all started in 2011 when I was doing marketing consulting for some fashion brands back in Brazil. Most of them didn’t […]
How to Build an Archetypical Brand?
“I want to be the Lover brand, what should I do?” This is quite a common question on my talks and workshops. […]