Ralph Lauren: American Royalty
Ralph Lifshitz grew up in the Bronx, a New York neighbourhood where reality is far from the glamour of the Upper East […]
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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. […]
Archetypes: The Ruler
Miranda Priestly from ‘The Devil Wears Prada’. Kings and queens. Presidents and prime-ministers. CEOs of traditional companies. The classic boss figure. All […]
Who’s Who: Tom Pecheux
If you have noticed an improvement in Estée Lauder’s makeup ranges in the last couple of years, Tom Pecheux is the […]
Fast-Fashion Luxury
Along with the many subjective definitions of luxury – from having time to spare to craftsmanship and rarity – somehow, for the […]
Archetypes: How to Use – Part 2
In the last post, I talked about methodologies of archetype application and why I believe it’s better than traditional methods of brand […]
What is the Identity of Your Brand? – Part 2
I have already talked about the importance of establishing an emotional bond with consumers and how a well-defined identity is essential to […]
Sound Branding
Sensory experiences in retail are not new. Lighting, ambiance, aromas and music that help build up the brand universe are practices that […]
Burberry: London Lifestyle
Answer quickly: what is the item of clothing that best represents the English weather? The trench coat, of course! And who makes […]