In a world that is moving faster than ever, we need to learn how to learn - we need to learn how to ask the right questions, not just any questions. Communication is key, and it is not just about what we do, but how we do it, but most importantly, why we do what we do.
QUESTIONS BEFORE ANSWERS
TEACH
Listening is the most profound art of practicing knowledge
I don’t give out before tuning in - it starts with listening. Lecturing on topics such as identity, brand management, business design and innovation, I am committed to sharing my voice, my own teachings and my observations from real-world practice. Whether the label of branding as an act is 'luxury' or 'fashion', branding as a practice is still, at its core, a story about identity.
Being the luxury brand of tomorrow is about more than representing price and ownership. It signifies the take on of substantial leadership, creating impacting value systems and pioneering innovation. Branding requires human understanding; it is driven by the recognition of needs and the ability to define the beliefs that underpin how we live our lives and why we do what we do. That's why it fascinates me, because it tells stories about ourselves, the cultures we live in and the counter-cultures we create.
”There are three classes of people:
Those who see. Those who see when they are shown. Those who do not see.”
LEONARDO DA VINCI
LEONARDO DA VINCI
”There are three classes of people:
Those who see. Those who see when they are shown. Those who do not see.”
MODULES
INSTITUTION
Domus Academy, Milan
DEPARTMENT
Master Luxury Brand Management
Fashion Brand Management
Embedded in the curriculum of the Business Master Programme in Luxury Brand Management and Fashion Brand Management at Domus Academy in Milan, the Strategic Brand Management workshop (four parts) covers several essential objectives aimed at providing students with a deep understanding of brand strategy and business design processes. This comprehensive approach combines theoretical instruction, including method presentations and insights into future trends and consumer behaviour, with hands-on creative exercises. Through structured innovation sprints, students are challenged to push boundaries and explore new avenues. These workshops serve as a foundational support system for existing projects involving real-market challenges.
Strategic Brand
Management
Embedded in the curriculum of the Business Master Programme in Luxury Brand Management and Fashion Brand Management at Domus Academy in Milan, the Strategic Brand Management workshop (four parts) covers several essential objectives aimed at providing students with a deep understanding of brand strategy and business design processes. This comprehensive approach combines theoretical instruction, including method presentations and insights into future trends and consumer behaviour, with hands-on creative exercises. Through structured innovation sprints, students are challenged to push boundaries and explore new avenues. These workshops serve as a foundational support system for existing projects involving real-market challenges.
In a collaborative lecture with trend expert Judith Mair, students explored the theme of trash, rubbish and waste. They explored definitions in popular culture, design possibilities and art movements.
Rubbish and trash both serve as social devaluation strategies, embodying the act of discarding objects or ideas and shaping cultural norms. They offer canvases for interpretation, inviting individuals to question, define and reshape their meanings. Trash emerges as a cultural emblem on the fringes of economic and aesthetic spectrums, challenging norms and subverting hierarchies.
The workshop provided historical context on the origins of fanzines and their evolution into luxury editorial formats. Through independent research and a creative sprint, students created their own fanzines, reflecting and redefining the concepts of trash and its cultural devaluation.
Good Business? Bad Business?
THE ASK
How to make good decisions?
THE ASK
What is Business Design?
THE ASK
What is an innovation?
THE ASK
What problem are we trying to solve?
THE ASK
Why should one trust a brand?
THE ASK
What is the difference between a leader and a manager?
THE ASK
Why do people buy what you do?
THE ASK
Why is the frame work of a process-model
useful when creating innovations?
THE ASK
Where does creativity come from?
THE ASK
Why should one trust a brand?
THE ASK
1. New Business: Value Proposition 2. Our Brand: Purpose, Vision, Value System 3. Our Brand: The Persona
Define Persona + Transform Values
WORKSHOP 4: CREATE
1. Why? 2. Process Work: Brand 3. Analyse 4. Insights: Community Branding, Storytelling, New Luxury, Experiences 5. Brand: The Architecture 6. Repeat 7. Challenge
Aligning Identity by Value
WORKSHOP 3: INPUT
1. Introduction 2. Aligning with Gen Z: Brand Analyse 3. Problem Mapping 4. Problem Statement 5. Solution Finding 5. Evolution or Revolution? 6. What if? 7. Business Alignment
Problem Framing + Solution Finding
WORKSHOP 2: EXPLORE & IDEATE
1.) Good Business. Bad Business. 2.) Solving Insecurity. 3.) Business Design - The Approach. 4) Agile Processes: Framework & Steps. 5.) Warm up. Understand Needs.
From Human Needs to Business Value
WORKSHOP 1: INPUT
INSTITUTION
Zurich University
of the Arts
DEPARTMENT
Trends & Identity
In a collaborative lecture with trend expert Judith Mair, students explored the theme of trash, rubbish and waste. They explored definitions in popular culture, design possibilities and art movements.
Rubbish and trash both serve as social devaluation strategies, embodying the act of discarding objects or ideas and shaping cultural norms. They offer canvases for interpretation, inviting individuals to question, define and reshape their meanings. Trash emerges as a cultural emblem on the fringes of economic and aesthetic spectrums, challenging norms and subverting hierarchies.
The workshop provided historical context on the origins of fanzines and their evolution into luxury editorial formats. Through independent research and a creative sprint, students created their own fanzines, reflecting and redefining the concepts of trash and its cultural devaluation.
Trashzine
1.) An introduction to fanzines 2.) A brief history 3.) The diversity of fanzine design
Fanzines
PART 2
1.) An attempt at a definition 2.) Trash Culture 3.) Design possibilities 4.) Trash in design and art
Rubbish, Waste, Trash
PART 1