Alessandra Colucci

Brand Care consultant

I live between Oxford [UK] and Rome. I’m a freelance consultant specialising in brand management, strategic planning and creative direction.
I adore designing and/or developing business ideas and transforming them into charismatic brands.
If you’ve got a thrilling project, I would love to hear from you.

Project Management - certified

Brand Management

Strategic Planning

Creative Direction

Web Architecture

Social Media Management - certified

Content Management

Audiovisual Production

Blog

Read also ITALIAN posts, they are different!

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.

Quicken Loan - app

Life translator

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1 April 2019

Wouldn’t it be amazing if we could have a sort of translator for all those situations in which it is quite difficult to understand specific jargon or simple subtexts in a discussion? Quicken Loans claim to have created an app that helps with mortgage understanding and they have launched their product using a very appealing and empathetic advertising campaign.

Greenfield Natural Meat - social campaign

Meatless on Mondays

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18 March 2019

Greenfield Natural Meat Co., in order to prove they truly believe in sustainability, have launched a social campaign to encourage people to go “meatless on Monday”. That is their contribution to lower the consumption level of meat and guarantee a better meat quality in the market.

FCB Amsterdam - online campaign

Women have thick skin

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4 March 2019

In 4 days it will be International Women’s Day. An occasion to remember that equality and diversity aren’t antonyms and that human kind needs, desperately, both, along with politeness, respect for everyone and openness of mind. Last year I discovered the powerful and poetical campaign of FCB Amsterdam dedicated to women's empowerment and I’ve kept it aside for today.

Velocity - direct marketing

St Valentine redemption programme

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18 February 2019

What gift did you receive for St. Valentine’s? And what did you give? How romantic were those gifts? If you received or gave an unromantic present, have you heard about Velocity? Because last year the airline organised a very sarcastic and powerful direct marketing campaign aimed to redeem their unromantic customers. Discover more.

Angfa - direct marketing

Wash your hands… and your book

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4 February 2019

Angfa, a Japanese soap company, has had an admirable and sophisticated idea. In order to communicate the importance of hygiene and in particular of washing hands to the children of Cambodia, they’ve created a very special book for them.

Băneasa Shopping City - Instagram

Enjoy the winter sales

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21 January 2019

hanks to winter sales, it’s shopping time! As a reminder – not that it’s truly necessary! 😉 – I’d like to share the social media campaign of Băneasa Shopping City, a Romanian mall. The brand has had the idea to organise a fashion experiment using Instagram in order to better understand how people choose their daily style. Interested? Keep going!

Popradská - advertising campaign

Coffee tolerance

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7 January 2019

Popradská, a Slovak coffee producing company, aims to contribute to a better world with their advertising campaign: instead of making a commercial about their product, they’ve created an ad about coffee tolerance, focusing on the right of everyone to drink the coffee they like.

All the ENGLISH posts

#ILoveMyJob

Dodaco - azienda di confezionamento

Necos - agenzia comunicazione

dg-Cart - ecommerce

Wheatley - new business format

Pommmodoro – branding plan

Il Brigante – branding plan

Il Giardino di Mia – website

Lectures

</p>
<p style="text-align: center;">Fac. of Communication</p>
<p>

Fac. of Communication

Senior Lecturer since 2008

Brand Management • Strategic Planning • Design Management

</p>
<p style="text-align: center;">Faculty of Marketing</p>
<p>

Faculty of Marketing

Senior Lecturer AY since 2011

Territorial Marketing

Faculty of Business

Associate Lecturer AY 2016-17

Brand Retail

</p>
<p style="text-align: center;">Faculty of Business</p>
<p>

Faculty of Business

Senior Lecturer AY 2008-09

Film and Art Management

</p>
<p style="text-align: center;">Faculty of Business</p>
<p>

Faculty of Business

Lecturer AY 2004-05

Audiovisual Production