Where does the strength of a product lay

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 highest quality (“Who do you think I am? Santa...
Everything started with the horses

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 like Nestlé, Mercedes, Google, was born with a very concrete, down-to-earth, utilitarian purpose: distinguishing a cow or a horse from the...
Hospitals as products

Hospitals as products

We are used to thinking about public hospitals as service centers led by the State to the benefit of the citizens and about private clinics as institutes specialized in one specific healthcare subject or another. Ignazio Cassis, the national counselor, and doctor says...
New World, New Brand

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 the one we had with the majority of brands we know. These brands already existed or...
Every (false) cloud has a silver lining

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 these inconvenient questions? Maybe. Products of big fashion and design brands are...