Aug 11, 2013 | Uncategorized
Brand or product communication is more and more visual. The power of images has outclassed the power of words. The witty slogans by the master Emanuele Pirella, passed away in 2010 (“o così o pomì – like this or like pomì”, “chi mi ama mi segua – those who love me...
Aug 11, 2013 | Uncategorized
Let’s not speak about who invented what at first (Coca Cola), and who as a second copied from others (Ferrero with Nutella). What matters is that social networks are nowadays big influencers on the products’ purchase, and represent the field on which the “share...
Jan 6, 2011 | Uncategorized
2011 The book is available in bookstores and on hoepli.it. The text is a guide of how brands can move from being the villains to society changing heroes! The lens is on the practices that happen “backstage”. We are often used to evaluate brands on the basis of what...
Apr 6, 2009 | Uncategorized
2009 The book Re-Brand (How to wake up sleeping brands) investigates the nature sleeping brands, their charateristics and abilities. The analysis was done through the use of researches and company’s case histories, such as the ones dedicated to the Fiat 500, Bortolo...
Jul 6, 2007 | Uncategorized
2007 The first part of the book (MIND) traces the context of reference in which trademarks develop and how a trademark becomes a brand. The second part (BODY) brings us in the place of interaction between brands and their interlocutors. This is followed by a...
