brand  /brænd/  al⋅ter e⋅go  [awl-ter ee-goh, eg-oh, al-] 

–noun

brand alter ego: a brand’s second identity: as a: the opposite side of a brand’s personality b: another aspect of one’s brand c: gardenia counterpart

Origin:

2008–9; < T (Gibbs) G (Iafigliola), pry. dvlpd. in offices of The Gardenia Co. (psbly. mb. w/ asst. of cannabis). 

The term “brand alter ego” refers to the second personality that sometimes lives within a brand.  The term was coined by The Gardenia Company’s brand psychologists in the early twenty-first century when they first identified brand schizophrenia. A brand with an alter ego is said to lead a double life and speak to a wider audience or an alternate demographic.

What does your brand’s alter ego look like?  Act like?  How does it communicate? Who does it speak to?  Do they want to listen? 

Gardenia Counterpart expands consumer range and increases sales by zeroing in on your brand’s alternate demographic and related resonance, then defining your brand’s alter ego, and developing its second identity.

Gardenia is a progressive branding and marketing laboratory committed to increasing sales figures, cultivating brand awareness, and growing legacies for each of our client’s companies, products, and services.
Gardenia exists to:

● Grow hardy, lucrative, environmentally responsible companies and products that make our planet a cooler place.
 

● Develop strikingly unique, vivid, and lasting brand identities that foster visceral connections with their targeted consumers.
 

● Institute and maintain specialized marketing networks that link the finest, most solvent related companies with one another, with supportive enterprises, and with the consumer.

 

Don Guido Iafigliola	Dr. Timothy Gibbs

 Let’s work together... Gardenia is not a conventional company, and we don’t intend to become one. Yes, we share attributes with the world’s most successful organizations – a focus on innovation and smart business practices to name a couple – but even as we continue to grow, we’re committed to retaining a small-company feel. At Gardenia, we know that every employee has something important to say, and that every employee is integral to our success. You will find challenging projects and smart people with awesome potential in every Gardenia office. Our employees relish the opportunity to develop kick-ass brands and create the next generation of marketing technologies in a corporate culture designed to foster collaboration, creativity, and wellness.

Gardenia also works with home-based employees around the globe, from Montevideo to Los Angeles to Barcelona, but regardless of where you are, we nurture an invigorating, positive environment by hiring talented people who share our commitment to creating brand perfection while having a great time doing it.

We’re always on the lookout for new Gardenians. Submit your C.V.

To all recruitment agencies: Gardenia does not accept agency resumes. Please do not forward resumes to our jobs alias, Gardenia employees or any other company location. Gardenia is not responsible for any fees related to unsolicited resumes.

Gardenia is an equal opportunity employer. Employment at Gardenia is based solely upon one’s individual merit and qualifications directly related to professional competence. We don’t discriminate on the basis of race, color, religion, national origin, ancestry, pregnancy status, sex, age, marital status, disability, medical condition, sexual orientation, gender identity, or any other characteristics protected by law. We will also make all reasonable accommodations to meet our obligations under the Americans with Disabilities Act (ADA) and state disability laws.

 Barcelona office
Carrer Balmes 173, 2-2
08006, Barcelona, Spain
TEL: (+34) 935 351521
FAX: (+34) 932 155374
email: info@gardeniabcn.com