INTRODUCTION

THERE IS A SIMPLICITY TO THE MOST EFFECTIVE BRANDING THAT BELIES ITS UNDERLYING COMPLEXITY. MORE THAN AN IDENTIFIABLE LOGO, BRANDING IS CONSIDERED A PROMISE, AN EXPERIENCE AND A MEMORY. THE MESSAGE MUST COMMUNICATE THE AMBITION OF THE LABEL AND THE PERSONAL AND SOCIAL BENEFITS OF ASSOCIATION. THE NATURE OF FASHION ELEVATES ASPIRATION ABOVE AUTHENTICITY. COMPETITION IS FIERCE AND GROWING: THE CONSUMER IS BOMBARDED WITH HUNDREDS OF BRANDED MESSAGES EVERY DAY. THE CHALLENGE LIES IN CONTROLLING THESE VERY INTANGIBLE ELEMENTS WITH VERY TANGIBLE MEANS.

HOW DO YOU KNOW WHEN SOMETHING IS GOOD? THAT DEPENDS ON WHAT YOU WANT TO ACHIEVE. BUT USUALLY SOMETHING IS GOOD IF YOU FEEL GOOD ABOUT IT. IT’S A GUT FEELING¹⁸ I THINK IT’S THE TOUGHEST THING OF BEING CREATIVE: TO SEE WHEN SOMETHING IS GOOD, TO SEE WHEN IT IS FINISHED. BUT AT THE VERY MOMENT YOU REACH THIS POINT YOU’LL FEEL IT. IT IS THE MOMENT WHEN EVERYTHING, EVERY INGREDIENT OF YOUR CREATION IS IN TUNE. IT FEELS LIKE ENLIGHTENING, A BEAUTIFUL, TENDER MOMENT... AND AN EXTREME SATISFACTION...²⁶ YOU NEVER KNOW, I THINK IT’S MORE A FEELING³⁰ INTUITION³² I WOULD SAY IF THE IDEA YOU HAVE IS TRANSLATED IN A DIRECT WAY. THE IDEA CAN ALSO BE A VIEWPOINT. ASSUMING THE IDEA IS INTERESTING TO BEGIN WITH. SPECIFIC IDEAS CAN LEAD TO NEW AND INTERESTING FORMAL SOLUTIONS. ONCE THAT HAPPENS YOU USUALLY KNOW IT IS GOOD³⁶ WHEN IT IS SUITABLE⁴⁴ I THINK YOU CAN FEEL IT AND PERHAPS VERY OFTEN I THINK YOU CAN FEEL IT BEFORE IT IS FINISHED⁵⁰ GUT FEELING⁵⁴ IF THE CONCEPT HAS A TWIST AND WE CONTINUE TO LIKE THE PROJECT LONG AFTER IT WAS COMPLETED⁵⁶