Tag Archives: Abercrombie & Fitch

Living The Dream – How Brands Create Authenticity

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How can Brands appeal through authenticity? – A brand mission must be lived to be taken seriously. A myth must be embraced to work. A lived and felt purpose is what people experience as ‘authenticity,’ the ‘truth’ behind a brand. Continue reading

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Juicing Up Business: Joe & The Juice’s Sexy Brotherhood

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“Yeah, but how ‘live a dream’ when the product is ‘generic’?  I am not in Luxury, Lifestyle or Fashion!” That’s how some clients respond when we talk about giving their brand meaning beyond the material.  –  Well, how about a ‘juice bar’ that feels like it stole Abercrombie … Continue reading

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Brand Ueber-Targets and How We Want To Be Like Them

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When it comes to defining our lifestyle or declaring our values, we need other people for orientation, as benchmarks or to listen to us and care – or it will not be a satisfying exercise.  We usually have some ideal state or person(s) we aspire … Continue reading

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