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Articles2020-11-19T10:35:22+01:00

Which brands will win?

Traditional marketing standards are changing. The proliferation of products reduces the number of initial-consideration potential brands, hence the competition. Who wins? Active consumers. As consumers, we were used to being...

Ineffective shocking campaigns

For many years I have worked in communication in healthcare field, developing dozens of campaigns that aimed at raising awareness on cardiovascular and oncological prevention in different European countries. Every...

Decommoditization

In economics, a commodity is a good requested by the market that is offered without a particular differentiation compared to competitors. Wheat, oil, copper, just to name a few, easily understandable examples. They are basic, not elaborate...

From net sweepers to oblivion

Some years ago a friend of mine was sent to jail. He had gotten into some serious trouble. Everyone (or almost so) turned away from him. As it often happens when a negative occasion takes place, you look around and...

Inappropriate SMS

Sixteen days after the mysterious disappearance of the Malaysian Airlines airplane, the tragic confirmation of what was feared arrived through a short message. The SMS contained this short message: “Malaysian...

I am Tarzan, you are Jane, she is Cita

The trailer of the film Lassie Come Home (1943), after having shown a series of books in a domestic environment, highlighted at the end a nowadays well-known concept: a good...

The paper I like to read

Some time ago during an editorial meeting, a little pedantic speaker stopped me asserting that all print media are influenced by advertising. The thesis I was sustaining was, on the...

Where does the strength of a product lay

Everyone knows Mr. Bistefani – the great expert of the ancient recipe of Krumiri biscuits – who in a famous TV commercial argued with the pastry chef Carlo about the perfect balance between costs and the product’s...

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