ANCHORING THE ESSENCE OF BRAND ICONS

Benoit | February 28th, 2011 | link | comments

All iconic brands pose the same problem. We recognize their timeless value through various moments and appearances, and we love them for their ability to remain what we know they are. But defining them is difficult.

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HOW LIFE MOMENTS CREATE BRAND ICONS

Christophe | December 21st, 2010 | link | comments

Some ideas are ‘special’ to the brand because they define the brand’s personality. Others are special to the individual because they define where they are today.

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CHANGE WE WANT TO BELIEVE IN

Christophe | October 28th, 2010 | link | comments

"If you want to mobilize and bind people to serve a common agenda, sell a vision not just a proposition or a proposal." How Nelson Mandela transformed a country of Apartheid into a Rainbow nation.

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PLAY THE TUNE THAT IS INNATE TO YOU

Christophe | August 18th, 2010 | link | comments

It's not easy to live our lives without role models. Identity archetypes are role models. They allow us to play our tune in a way that is more authentic to who we are and to the demands of life we must face as individuals or as a company.

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NAKED WITHOUT OUR STUFF

Christophe | July 6th, 2010 | link | comments

As existential beings, we are vulnerable and mostly feel naked without our stuff. As human beings we cannot live without a story to dress up our lives.

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BRANDS IN TIMES OF CRISIS

Benoit | June 22nd, 2010 | link | comments

Brands have a unique role to play in deep times of crisis. As people struggle to define their ways, as their old habits are not efficient anymore, people are in need for guidance.

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THE INNATE MOTIONS OF PERSUASION

Christophe | July 27th, 2009 | link | comments

At Innate Motion we think that unveiling our innate nature is the best way to really understand who we are and how we can give meaning to our life. Persuasion has a very relevant role in all this.

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MARKETING BEYOND THE MONKEY

Christophe | February 8th, 2006 | link | comments

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.

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