THINK OF THE BRAND AS A REPUTATION
Thinking about the brand as a reputation can help us understand more clearly how to build, design, shape and protect it. A reflection born from reading Marty Neumeier’s books. While personal reputation is a matter of its own and, as such, can be managed, commercial reputation (asset) requires the coordinated effort of multiple people with […]
ITALIAN X FACTOR: THE CHALLENGE OF OUR COUNTRY
What defines the Italian character, so much appreciated throughout the world. We have already underlined in this newsletter how Italianness is a distinctive factor, a symbol of beauty, creativity, ‘genius loci’, connection to the territory. We are happy to return to this point by offering you a truly effective reading, the volume “The Italian Factor” […]
The colors of Italy
This week we remain on the topic of the value of Italian brands but this time with a different perspective: how the use of color allows us to communicate, quickly and effectively, positioning, history and proximity to a territory. Think, once again, of our sporting champions in Beijing. For all of us, they are the […]
NEGRONI, OVER 100 YEARS AND DON’T PROVE IT
Our journey around the world in search of successful Italian brands continues. Today we tell the story, over 100 years old, of the most loved cocktail in the world. Let’s start from the story, which owes the birth of this drink to Count Camillo Negroni. Born at the end of the 19th century, traveller, man […]
FABRIZIO BERNASCONI TELLS RBA DESIGN
At Story Time on Radio Italia 5, Fabrizio Bernasconi tells the story of RBA Design. A project of creativity, friendship and enterprise in the world of brand design.
MADE FOR ITALY: THE HERITAGE OF ITALIANITY
Password Heritage, or history, experience, legacy. Expressing the value accumulated over time helps in conquering markets around the world. To do it well, however, you need culture, respect and competence. 2021 ended with two important certificates of esteem for our country. We are referring to the recent article published in The Economist and the intervention […]
NOT JUST CROCODILES
Let’s conclude for now… our overview of virtuous examples of green projects, with an iconic tennis brand… also seen in recent days on the ATP courts in Turin. We are talking about Lacoste which, in 2018, transformed its crocodile. A project as simple as it is successful. A truly brilliant story if you consider […]
EDIBLE PACKAGING. DON’T KILL WILDLIFE, SAVE THEM! THE HISTORY OF SALTWATER BREWERY
Our journey among the best examples of Green Marketing continues. To be sustainable and truly safeguard the environment it is not always necessary to spend a lot of money. A small American craft brewery is the protagonist of this story that arises from the passion for its craft and the desire to mark change, moving […]
LET’S STOP THE BLA BLA BLA…FACE ENVIRONMENTALISM OR TRUE GREEN MARKETING
Green Marketing is being talked about more and more but, very often, brands only do it to portray themselves as what they are not. . A façade environmentalism so exploited that everyone now recognizes it as Greenwashing (a strategy used since the 1970s to build a deceptively positive image in terms of environmental impact) or, […]
50 YEARS AGO NEW YORK CITY INTRODUCED A TAX ON PLASTIC BOTTLES.
Two years later, in 1973, the US Congress discussed the possibility of introducing a ban on all non-reusable containers. The battle against plastic had begun and at that moment it seemed like it could be won. But it didn’t go that way. Despite being invented just over a century ago, today it is impossible to […]