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...

The paper I like to read2020-05-27T15:15:59+02:00

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...

Where does the strength of a product lay2020-05-27T15:27:34+02:00

Everything started with the horses


One of the most fascinating and creative professions at the moment, carried on by those who create and keep flourishing brands as Nestlé, Mercedes, Google, was born with a very...

Everything started with the horses2020-05-27T15:32:12+02:00

Hospitals as products


We are used to think about public hospitals as service centres led by the State to the benefit of the citizens and about private clinics as institutes specialized in one specific healthcare subject or another.

Hospitals as products2020-05-27T15:39:22+02:00

New World, New Brand


This historical period is in fact fascinating, also because of the new brands we are getting to know. The relationship between us and the newcomers is totally different compared to...

New World, New Brand2020-05-27T15:51:47+02:00

Every (false) cloud has a silver lining


Is a peddler selling you a Louis Vuitton bag on the beach allied with the prestigious French brand? Counterfeit cigarettes dealt on the market are enemies of tobacco multinationals? Are...

Every (false) cloud has a silver lining2020-05-27T16:05:29+02:00

Mo je faccio er cucchiaio


Sport is able to generate one of the rarest collective emotions: passion. Moreover, sport lovers are informed and prepared, something quite unique nowadays. If we put together enthusiasm, will and...

Mo je faccio er cucchiaio2020-05-27T16:09:17+02:00

Bought it since ever


The slogan of chocolates Baci Perugina says that “Just as your mom: she never changes”, Bucaneve biscuits are “a world of sweetness”, Panini stickers are “the great collections for kids”...

Bought it since ever2016-02-17T11:36:01+01:00

In defence of Swissness


The origin, the projecting and the production of goods that are renown as Swiss give an added value in a world competition ranking. A Swiss made watch is more valuable than a watch made in Italy or in Germany.

In defence of Swissness2016-02-17T11:36:21+01:00

Strange names


Business communication has gone from the broadcasting of messages on TV, radio, placards and papers to an Internet-dominated strategy. Internet spreads images and information as no media before. In a...

Strange names2016-02-17T11:36:40+01:00
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