Marketing

The wedding industry is brimming with potential—there’s so much room to grow, to elevate, and to lead. Here are a few mindset shifts that could transform how we work and what we stand for: 1. “Fake it till you make it” as a tool for courage, not pretence. This phrase isn’t a license to deceive. […]

Here are a few thoughts on strategy—jotted down in the middle of a busy train station in Milan. If you have been watching my stories on instagram, then you know that I kayak every sunrise – summer or winter. When I kayak, the sidewinds often have other plans. Fighting them head-on to take the shortest […]

This is not the beginning of a bad dad joke, but a story about Culture. Not the culture, but a culture, and specifically our micro-cuture as wedding photographers. There is a story (more of a thought experiment) about 5 monkeys, a ladder and a banana. And a very powerful waterhose. A monkey climbs up the […]

What does the price mean?
What is the unique psychology of consumers in luxury market?
How does one leapfrog from the average to the luxury market?

An interview with CanvasRevel on my perspective, anecdotes, and vision, including the pursuit of photography’s potential to make a positive impact on our communities.

By recognizing the theatrical nature of status in art, we may be better able to come to terms with the reality that life and marketing also operate in a similar way.

➡️ Tell more powerful (and truer) stories
➡️ Become more generous in your creativity (=create better Art)
➡️ Enroll more people in your Vision (=Inspire)

Fashion is not about luxury. Hermès never uses the word, nor does Porsche. An in-depth analysis of many fashion/luxury brands reveals a paradoxical absence of the word “luxury”.  The word “luxury” is connected with scarcity and exclusivity, thus being the privilege of a very specific demographic. But clever fashion/luxury brands do not want to limit […]

This is a Special Episode – it is a partial narration of my FREE Pocket book for Second Photographers.

– Can Ai replace Artists?
– Can Ai replace photographers?
– What does it mean to be an Artist?

Exclusivity: The bravery to choose to speak to the sensibilities of only a few instead of all. We live in the world of niche. There is a magazine dedicated to water! A blog dedicated to growing succulents! A magazine on raising… emus! And one about miniature donkeys. Something exclusive is not exclusionary. It is razor-sharp […]

Even if your business is not a white-glove type of brand, you still need to define what “Luxury” means to you. In fact even more so. Because when you remove the simplicity of exchanging a product with a large lump of money, then you have to exchange a product with a good story.

In 1948 John Cage conceived a composition that consisted of nothing else but 4’ and 33” of silence, or more precisely, the absence of intended sounds, and only ambient sound.  Execution-wise, it could have been performed by untrained musicians. Innovation-wise, silence is hardly new. There is silence before every concert – all that Cage did […]

Industry means depersonalising and replacing human agency with processes, policies, efficiency and replication. This is the definition of industry.  The wedding “industry” occasionally focuses more on the industry part, not the wedding part. I have been lucky this year to have worked only with creatives who focus on the wedding part. This is the people […]

Would you tip the same if the tip-jar was hidden from anyone’s view?Maybe you would. But most people wouldn’t. Because, like walkathons, bikeathons, or fun runs, tipping is not just about the money, but about how it makes us feel. It is about the story we tell ourselves about ourselves. And it all comes down […]

The answer has little to do with whether people are paying you for what you do. I think the most appreciable distinction between a true professional and an amateur is this:A professional is presenting a self (consistently and deliberately), while an amateur is revealing the self they feel like being in the moment. Imagine the […]

On one hand there are those clients who want you to do the standard. On the other side of the spectrum there are the clients who challenge you to do better work, are proud they hired you and they trust you enough to allow you the benefit to disagree with them. How do we get less of the first and more of the second?

In a world of black headphones, why did Apple decide to go with white? And what can this teach us in the wedding industry? This episode is about social epidemics – or, why some services manage to spread where others don’t.

Good Marketing helps others become who they seek to become by giving them a place to belong in. Marketing, since its inception, has been making great use of status, which is humans’ constant effort to move up and down the ladder. And there are essentially two fundamentally different ways to do this. The first is by tapping on people’s need to dominate: to be smarter, prettier, more powerful. The second is by giving people a place to belong. Which one will you choose?

“Being authentic” is one of the most used phrases when it comes to branding. But what is “authenticity”? If authenticity is “the revealing of one’s true self” then, then, perhaps a better question would be 1. Is there ever a true self?; and 2. Do people even want to see it?

Originality sounds like a noble pursuit because all great thinkers appear to have been original. But is that true at all? If more of us acknowledged that originality is a flawed and over-glorified concept, the more we would feel safe to create. Our job, our mission, is to improve the familiar.