Alessandra Colucci

Brand Care consultant

I’m a freelance strategic consultant specialising in branding, strategic planning and creative direction.

My passion is to develop business ideas and transform them into charismatic brands. If you’ve got a thrilling project, I would love to hear from you.

Strategic consulting

Brand management

Market analysis

Strategic planning

Creative direction

Content management

Web architecture

Social media management

Audiovisual production

Project management

Blog

Read also ITALIAN posts, they are different!

Leftyfretz - left handed

Unusual targets: the left-handers

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22 February 2021

More or less one in 10 people in the world is left-handed. Pursuing a more inclusive perspective with respect to the definition of targets for the positioning of brands, products and services, it would therefore be worth considering this market segment in one's brand strategy.

Statista - UK app

The apps one can’t live without in UK and USA

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8 February 2021

It could be our favourite social media, the messaging platform that lets us connect with friends and family members, or even one of the tools we use to stay up to date with our work, but almost every smartphone user has at least one app perceived as indispensable. Here are some data regarding the most important apps for Britons and Americans.

Statista - ecommerce

Ecommerce: successful products

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25 January 2021

Was 2020 actually the year of ecommerce? How is the online retail market going and what are the sectors that are increasing their online sales faster? Here’s some context and some reflections starting from the data shared by Statista in several of its in-depth analysis.

Statista - peggiori passwrod

Time to change your passwords

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11 January 2021

Cyber security is not an “only for experts” topic, but concerns us more and more closely since we all use services that require us to choose a password... and often the passwords we use - also because of the need to remember them - are not very secure or we just use the same one for a multitude of logins. A SplashData search every year proposes the list of the worst most commonly used passwords with the aim of highlighting this widespread problem.

Statista - New Year

So many cultures, so many New Years

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28 December 2020

This Friday, 2021 will [finally] begin and during the night between the 31st December and 1st January many countries – the ones following the Gregorian calendar, which is based on one revolution of the Earth around the sun – will celebrate the New Year… but not everywhere will be the same: every year we have at least 6 other New Years, according to different cultures and calendars.

Datareportal - ecommerce overview

The ecommerce growth

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14 December 2020

What will the future of ecommerce look like? What was the impact of Covid-19 on online purchasing? Is the ecommerce market going to maintain the trend it followed during the pandemic? In order to start answering questions like these, Datareportal has collected and interpreted a series of data sourced by Globalwebindex for the first quarter of 2020. Here are some of the interesting findings.

Statista - climate change

How daily life can impact climate change

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30 November 2020

Persevering in considering the fight against Climate Change a priority remains very important, despite the ongoing pandemic and the measures taken to combat it [lockdown in the first place] have led to a general improvement in environmental conditions and a decrease in pollution in many countries.

Smart Home

How technology will shape the future of society

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16 November 2020

The new technological protagonist of the next few years will certainly be 5G and lots of us are waiting for it. According to Mintel and other accredited research institutes and their projections, 5G will be able to connect 125 billion devices by 2030, and it is expected that this will contribute to the spread of practices that will incorporate elements of virtual and augmented reality in various sectors. Technology is going to shape a different idea of society.

Statista - meat and climate change

Meat, lifestyle and climate change

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2 November 2020

Personally, I can be defined as a flexitarian, but I have to say I'm consuming more and more vegan and vegetarian meal while I'm cutting down on meat consumption. Apparently, according to a multitude of research and studies, I'm not alone. This fact has attracted my curiosity, so I started collecting data and insights regarding the meat market and its surroundings. Here are some of my findings.

IKEA - ThisAbles

Inclusive brands: Ikea and the ThisAbles project

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19 October 2020

This post highlights one of the reasons why Ikea is one of my favourite brands: it is inclusive, its aim to “create a better everyday life for as many people as possible” is true. In fact I just discovered [with a bit of a delay, I have to admit] Ikea's project named ThisAbles, a project that the furniture brand has developed in collaboration with Milbat and Access Israel in order to allow people with special needs to completely enjoy its products. Read more to know how.

Food trends

Food & Beverage industry trends 2/2

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5 October 2020

The study of trends reports created by accredited research institutes for the 2020 leads me to put together a list of consumers' desired features in different industries. Here are my other reflections for the food & drink sector connected to the products variety.

Food and beverage trends

Food & Beverage industry trends 1/2

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21 September 2020

Having had a look around trends reports created by accredited research institutes for the 2020, I have put together a list of consumers' desired features in different industries. Here are my findings for the food and beverage sector to implement in their new production's ideas.

Doncaster Council - wellbeing

Marketing trend: wellbeing

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22 June 2020

Already on the radar in 2019, the concept of wellbeing is a trend - quite obviously – also this year and it will probably stay at the front of people’s minds for years to come. Consumers have become more conscious about their health and wellness and they are seeking brands that recognise their bodies uniqueness and their specific lifestyles while proposing healthy alternatives to include in their consumption. Here are some reflections and data.

Dove - advertising campaign

Marketing trend: the age-agnostic society

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8 June 2020

According to Nielsen and other accredited research institutes, one of the strongest marketing trends of 2020 is the one leading brands to a more age-inclusive approach in their strategy and communication, getting rid of all the previous aged-based stereotypes in order to be ready to interpret new spreading lifestyles. Here are some reflections and data.

IF design awards - VIP Wine packaging

Packaging trends 2/2

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25 May 2020

The effects on the environment and the request for personalisation and engaging experiences are key factors in packaging evolution. With this in mind, brands and businesses need to innovate their marketing strategy in terms of packaging design and production. Here are some further reflections on packaging trends.

Fairy - packaging

Packaging trends 1/2

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11 May 2020

With the increase of consumers' concern about environment and climate change, plastic in particular has started to be perceived as a problem, one that people feel it's possible to mitigate if not solve. Lots of attention has been focused on the approach to packaging: it must change and it is. Here are some of my reflections on packaging trends.

Barilla - advertising campaign

What’s a hybrid vegetable product?

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27 April 2020

In a society always more focused on making healthy choices with regards to food and drink, I often discover new terms and new ways to define a certain category of products or some new variants. More and more often, for example, I've heard experts talking about “hybrid vegetable products”, but what exactly are they?

Dove - social campaign

Marketing trend: authentic is better than perfect or famous

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13 April 2020

In the UK as in many other countries, transparency and authenticity have become two very important values, as much in society as in business. Marketing, advertising and communication have been, and will be, profoundly touched by this trend. Here are some reflections and data.

Statista - food waste

Food waste: perception is far from reality

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30 March 2020

During the last decade, waste has become a worldwide issue connected with environmental protection and climate change. One side of the problem stands on the facts that people are often not aware of the results of their actions as they really occur. Unfortunately, food waste isn't an exception: here are some data.

Statista - MICI Index 2017

“Made in”: reputation country by country

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16 March 2020

According to Statista, the “Made in” label was created by UK at the end of 19th century in order to mark products and protect the national market from counterfeiting. Over time the label has extended its meaning and has become a very important tool used almost everywhere with the aim of helping consumers to identify the characteristics of items they desire and purchase. Here are some interesting details.

Statista - EU 2019 Gender Equality Index

Gender equality

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2 March 2020

This Sunday is going to be Women's Day. So this seems to me a good occasion to share the 2019 Gender Equality Index. Advances in this field cannot be considered completely satisfactory, however we have made some progress in Europe. Let us work even harder to achieve new goals in the next future.

Statista - Furniture online market

Ecommerce and furniture shopping

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17 February 2020

Ecommerce has changed amazingly: from a way to buy small stuff which is difficult to find in a convenient physical store, to a style of purchasing whatever one can have in mind. One of the last frontiers of online shopping could be furniture, but even this seems to have become something quite common. Here are some data related to the worldwide furniture online market.

Statista - grocery ecommerce

Ecommerce and grocery shopping

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27 January 2020

Technically they are called “Fast moving consumer goods” or “FMCG” [for those who love acronyms], practically they are the fresh foods one usually buys in farmer markets, supermarkets and grocery stores. Online vendors of these kind of products still have to work hard to compete with the traditional physical shops and conquer their market share, but in some countries the online grocery shopping is starting to spread. Here are some data.

Statista - Top 10 wine importing countries

Top wine importing countries worldwide

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20 January 2020

In 2018 worldwide countries produced more than 292 million hectolitres of wine, the major producers being Italy [54.8 m hl], France [41.9 m hl] and Spain [44.4 m hl], but which are the most valuable importing countries? Here are some data and the worldwide Top10 ranking for wine importers.

Statista - Top 10 vegan cities

Travel ideas for vegans

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6 January 2020

Are you vegan or vegetarian and planning your next vacation? Are you a tour operator considering building a vegan-friendly holiday package? In both cases, here are some inspirations that will help you find the perfect travel destination for you or for your target customer: the Top10 cities for people on a plant-based diet.

Brooks - promotional campaign

Run for travel

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23 December 2019

Running is not my cup of tea. I can walk indefinitely, but running is an activity that I dislike wholeheartedly. Anyway, apparently, lots of people love running, lots of travellers – especially Millennials – are interested in finding the perfect spot to have a run even when they are on holiday or on a business trip. For them, last summer Miami Ad School ideated a promotional campaign “Run the world” used by Brooks, running shoes USA brand.

Christmas Jumper Day

Save the children Christmas jumper day [Friday 13th December]

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9 December 2019

I didn't know, but apparently in the UK as in the US one of the Christmas fashion must haves is an ugly quirky possibly knitted jumper to wear at special occasions before the winter holiday such as University and Business Christmas parties or more specific “ugly Christmas sweater parties”. Since 2012, Save the children” have contributed to the spread of this silliness organising their “Christmas Jumper Day”.

Tourist market

Target for the tourist market: the digital-oriented traveller

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25 November 2019

Looking forward to the next travel opportunity and having had the opportunity to work on strategic plans that included an in-depth study of the tourist market, here are some reflections on tourist figures, now almost always connected online.

Real estate online market

The best real estate portals of Europe

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11 November 2019

A few weeks ago I moved into a new flat and I recently concluded a strategic plan for a company in the real estate sector, so perhaps this is the reason why this market has a great fascination for me these days. And one can't speak of it without naming online portals. But, what are the best real estate portals in Europe?

IBIS - direct marketing

Ibis and the odd direct marketing

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28 October 2019

I couldn’t stop myself bringing this direct marketing campaign to your attention, even if I tried to forget about it and postpone it, but this is so odd and sort of funny, at the end I’ve decided to give in and share. Ibis, the famous hotel chain, in order to create awareness for one of their value added services – the Ibis business card – has created a very special offer for customers that own the card. Suspense.

All the ENGLISH posts

#ILoveMyJob

Stop in Italy – marchio

Dodaco

Putipiu - market analysis

It has been a pleasure to collaborate with

Il Brigante

CasaManco

C&T Comunicazione

dg-Cart

Dodaco

InConTra

EOS Management Consulting

Il Giardino di Mia

Gruppo Fincres - real estate

IED - Istituto Europeo di Design

Ilaria Legato

Love Independent - marketplace

Mana Consulting - management consultancy

Medioera

Necos - agenzia comunicazione

Namo Fashion Store

PBDay - Personal Branding Day - marchio

PMI Consulting Coop

Porta Futuro

Puglia Off

Putipiu - food in pouch

Quadrics

Qubit

RFI - Rete Ferroviaria Italiana

Rome Business School

Soft Strategy

Theorema

Trenitalia

Yelp

Lectures

IED - Istituto Europeo di Design

Sapienza Università di Roma

Università di Roma Tor Vergata

Contact me