When it comes to creating a brand that truly resonates with its customers, archetypes are like magic wands! These fascinating concepts can help us tap into the essence of a brand’s personality and connect with our audience in a way that feels authentic and meaningful. …

My very personal shortlist — It’s that time of the year when I love to snuggle up with a cup of coffee, by the fireplace, and dip into the Christmas ads. There’s something contagious about the emotions that come along with each running commercial. So, I cannot help but wonder: If last year’s general theme…

- or why it is important to know for whom you bake - Creating a powerful Dream Client profile is key to brand clarity. Think about this: when you want to bake a banana bread, you know that you need some eggs, flour, baking powder, sugar and of course, bananas…

A brand’s higher purpose is not about economic exchanges. It reflects something more aspirational. A while ago, I was writing that building a purpose — driven business starts within. …

Throughout the year I’ve been asked what it is that I actually do, as a brand strategist. And this made me realize that there is a lot of misunderstanding around this role. Therefore, I would like to add my point of view and try to simplify it as much as possible. — Let’s start by adding clarity to what a brand strategist IS NOT. A Brand Strategist is not a Marketing Specialist. A Brand Strategist is not an Advertising Agency.

A purpose — driven business. Sounds inspiring and desirable, but what does it really mean? A business isn’t actually a business if it’s not financially sustainable, but that doesn’t mean that the relentless pursuit of the latest ‘x figure’ should be its only goal. There are other factors at play…

People can copy what you do. But not who you are. Only you have a unique gift to bring to the world — and that is your creative style. But how can you transfer a true passion, into a long-lasting, impact-driven brand? How can you transform it into a successful…

The Importance of Emotional Connection — Creating a deep emotional connection with your customers and earning their strong positive attitude toward your brand is a result of the empathy infused between you and them. The good part of the pandemic What is my purpose? This is the first question we must ask ourselves as people, and especially as business owners. Many will…