LIVE WEBINAR: How to increase the perceived value of your product with Project M

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Online · London

How to find us

This is an online live webinar. RSVP via the Eventbrite link.

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Join us for a free live webinar with opportunity for Q&A chat on Wednesday 19th June at 11am BST.

Something we hear time and time again from sustainable brands is their pricing challenges: competing with the price points of non-ethical brands with the same target customer, and also lacking the same economy of scale as more established businesses. Rather than battling to reduce the costs of your manufacture, instead start by tuning in more closely to your branding in order to increase the perceived value of your product.

Here to help you navigate this topic, is Mirela de Lacerda, brand strategist, mentor and founder of emotional branding consultancy, Project M London, who works with a whole range of fashion and beauty companies to help them find their brand archetype. We’ll be discussing the importance of considering the purchase process as an emotional journey, brand differentiation in an overcrowded market, and the current challenges facing startups and established companies alike. We’ll discover more about archetypes and applying them to your branding strategy, including crafting a roadmap towards defining a clear brand message.

In this live session, we'll cover:

- Step-by-step, how to build a remarkable and engaging brand, supported by case studies from established and up-and-coming companies
- How to identify your brand motivation and understand the core emotions it addresses
- How to apply archetypes to define your brand identity
- How to develop your brand’s story and mindset
- How to translate brand identity into tangible elements that resonate with customers

Accessible online
Wednesday 19th June
6am EDT / 11am BST / 3.30pm IST / 8pm AEST

How to join the live webinar:

You must RSVP via the Eventbrite link in order to receive the webinar link half an hour before the intended start time. The video will automatically play when the event starts. You'll receive email reminders through Eventbrite too. A replay will be available on our Sustainable Fashion Collective Members' Club once the webinar finishes (for information on the MC, head to Don't forget - you'll need a Google or YouTube account to be able to comment on this video, so make sure you're signed up and signed in ahead of time.

Guest expert: Mirela de Lacerda of Project M London

With 15 years’ experience working in the fashion and beauty industries, Mirela has helped companies, ranging from up-and-coming fashion labels to giants like L’Oréal, understand the core of their business by tackling the meaning, motivation and mindset that surrounds them. Project M is an emotional branding consultancy that applies the concept of archetypes to develop meaningful brands with engaging motivation and clear mindset, unveiled in strategic positioning, marketing & visual communication plans.


The discussion will be moderated by Charlie Bradley Ross, founder and Director of Offset Warehouse and The Members' Club.