The Chronology
A record of obsessive curiosity.
2018
While still protecting other people’s ideas, Daniella began building one of her own: a fragrance brand. It did rather well – though not, as it turned out, for the reasons she expected. Customers confessed they were buying the storytelling, not the scent. An inconvenient discovery for a perfumer. A rather useful one for a future copywriter.
2023
Dream Awareness® was the answer. A proprietary framework mapping how consumers actually buy across three tiers: the Functional, where the mass market operates on utility; the Identity, where premium customers buy to signal aspiration; and the Myth, where luxury transcends the product entirely and becomes something closer to faith. This was the dawn of Kensington Copy.