Brand Personification: Playing god is not easy

When I was listening to Alexander Wang in WebSummit 2019 (read my post about the Summit here), his thoughts about Lil Miquela caught my attention and kept me thinking: Avatars, influencers, celebrities, leaders, spokespeople… They are all about finding the right narrative for an abstract entity or a community: A brand, a political point of […]

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Always

I have been waiting for a while to write this article. It is about my favorite brand that I served for 6 years. Six years in a big multinational is definitely not enough to say I know it all… However, it is definitely enough to feel a belonging. And belonging is such a strong feeling […]

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When beliefs become marketing goods

In memory of 298 people that were killed by terrorists last year in Turkey In a world of consumption, nothing can be marketing-free. Cars, smartphones, newspapers, politicians, NGOs, countries and even religions. In a world where brands exploit social morals and beliefs, it is consequential that belief systems mimic strategies and tactics that brands use to […]

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Every hero needs a story to tell

In a famous book Cultural Strategy, Holt&Cameron define Starbucks as an Accessible Coffee Drinks brand by explaining how Starbucks democratised artisanal Italian Coffee culture and made it accessible to masses (Like Ikea did in furniture design or Zara/Mango/H&M did in fashion). So every detail from interior design to products/assets’ names (frappuccino, doppio barista, etc), from having your name on […]

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Hypocrisy or a learning process?

If you did not have the chance to read my previous posts We Don’t Buy Another Hero or If The Cause Is Not Really Yours where I wrote about the mistakes brands may make on the road to be Purposeful Brands; I’d summarise my point as: A social purpose should be relevant to your brand/company to resonate. Even […]

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Fight, flight, freak or freeze

So what is the difference between Coca-Cola and Pepsi… Some may claim that there is none, but the majority will state a difference; a taste difference, a difference about their advertising style, something about the colours and packaging… It does not matter what they say, but the majority would believe that there is a difference. […]

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