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!

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.

KLM - awareness campaign

KLM awareness problem

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14 October 2019

What’s KLM? Apparently last year lots of Germans [46% to be precise] weren’t able to answer this very simple question. KLM made this discovery during a survey understanding that people mostly believed they were a bank, a restaurant or a radio station. So, they decided to launch a bizarre awareness campaign focus on ambient marketing. What did they call it? “We are an airline”. 😀

Tesco - direct marketing

Recycling a discount [Tesco]

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30 September 2019

Ocean pollution is a fact, a very scary problem that all of us must contribute towards solving. First of all we can do our best to reduce our plastic waste and focus on recycle and reuse. In Malaysia Tesco have launched a fantastic initiative to convince their customers to reuse their plastic bags to carry the shopping and to reward them each time. Discover how by reading on.

Paperwallet - product

Art in your pocket

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16 September 2019

Missing holidays and all the art you could experience during your trips? Thanks to Paperwallet now you can bring a piece of art every day in your pocket and – most importantly – make good use of it. Here is the advertising campaign for the business and product idea behind the brand Paperwallet.

Take a coffee with your neighbour [Tim Hortons]

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2 September 2019

Is everyone back from holiday? My blog is! As a good purpose for this restart of the year, I’ll follow the advice of Tim Hortons advertising campaign and take a coffee more often with one of my neighbours. The coffee brand have organised a social experiment in Canada using the “coffee’s power” and its brand experience convincing neighbours to “properly” meet and chat for the first time. The result is fantastic.

Sioox - advertising campaign

Boredom as a value added [Happy holiday!]

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22 July 2019

Boredom is usually associated with negative concepts, but in reality it’s very important in order to relax, to make order among thoughts, to gain awareness and awaken creativity. Sioo:x, for example, have used boredom as a value added of their product. Do you want to know how? Continue reading.

Marmite - advertising campaign

Marmite lover or hater

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8 July 2019

Since I moved to the UK – more than 3 years ago, actually – I’m always hearing about Marmite, but I’ve never had the courage to taste it, I don’t know exactly why [probably because the colour doesn’t appeal to me at all], but I know here it’s a sort of must-have of the kitchen, as important as a kettle to embrace the British culture. Anyway, I’ve always been curious about it and now I’ve discovered this funny advertising campaign that helps me better understand the success of this peculiar product.

Edeka - ambient marketing

Diversity in supermarket

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24 June 2019

In recent years the world seems to have gone mad and many countries – including UK and Italy, unfortunately – have developed “attitudes” that are not very inclusive towards diversity, be it in terms of gender, origin or lifestyle. I was looking for a good example able to show the reason why those “attitudes” are profoundly wrong and absurd when I bumped into the powerful ambient marketing activity organised some months ago by Edeka, a German supermarket chain. Curious? Read on!

sushi & flowers

Focus on: UK food trends – part 4

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10 June 2019

I'm recently working with a variety of companies in the food & drink sector creating international brands based on in-depth analysis of their markets and accurate business plans. Here is a gift, some more interesting data regarding the UK food trends.

Free-from icons

Focus on: UK food trends – part 3

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27 May 2019

I love it when I can work with companies operating in the food market and build with them an international brand based on and in-depth knowledge of their markets and a good business plan. Here is a gift, some other data related to the UK food trends.

PHE - healthier eating

Focus on: UK food trends – part 2

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13 May 2019

I'm working with a variety of food companies that aim to build an international brand and need to know better their markets in order to create their marketing strategy. Here is a gift, some more data concerning the UK food trends.

Mintel - food packaging recycle

Focus on: UK food trends – part 1

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29 April 2019

I'm often working with food market companies that plan to create an international brand and aim to learn more about their markets in order to define their business plan. Here is a gift, some data concerning the UK food trends.

Attest - UK food consumption habits

Focus on: UK food consumption habits

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15 April 2019

In this period I'm working a lot with food companies that want to position their brand internationally and need to know more about their markets before we can define their strategic plan. Here is a gift, some data concerning the Brits' food consumption habits.

All the ENGLISH posts

#ILoveMyJob

Putipiu - market analysis

Dodaco - azienda di confezionamento

Necos - agenzia comunicazione

dg-Cart - ecommerce

Wheatley - new business format

Pommmodoro – branding plan

Il Brigante – branding plan

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