https://www.alessandracolucci.com/wp-content/uploads/2016/05/Bruno-Munaris-method.jpg 660 880 ale https://www.alessandracolucci.com/wp-content/uploads/2016/01/Alessandra-Colucci_Brand-Care-consultant_logo.png ale2016-05-25 07:14:512020-07-24 11:50:04Bruno Munari design method… and mine! [steps 1 to 4]
The design of strategies to manage a brand, the universe of values that must distinguish it, its competitive advantage and value added, the communication and marketing tools which will equip it, repeats - as far as I'm concerned - slavishly the steps foreseen by Bruno Munari for the design of "objects" in his book “Da cosa nasce cosa” [unfortunately never translated into English], steps that can be easily adapted to any sector.
https://www.alessandracolucci.com/wp-content/uploads/2016/05/Bruno-Munari.jpg 660 880 ale https://www.alessandracolucci.com/wp-content/uploads/2016/01/Alessandra-Colucci_Brand-Care-consultant_logo.png ale2016-05-18 07:14:142020-07-24 11:50:13What has brand management to do with the design?
Design is the base of a brand as well as the construction of any complex object, either material or merely conceptual. Brand management is therefore comparable to the design of lamps or buildings even if, rather than focus solely on products, it aims to project strategies.
https://www.alessandracolucci.com/wp-content/uploads/2016/05/Lusso-vs-Luxury.jpg 660 880 ale https://www.alessandracolucci.com/wp-content/uploads/2016/01/Alessandra-Colucci_Brand-Care-consultant_logo.png ale2016-05-11 07:14:382020-07-24 11:50:27Lusso vs. Luxury: the context makes it different
Every brand, as a – quoting Colin Bates – "collection of perceptions in the mind of the consumer”, expresses the universe of values related to a product, a service, an organization or an individual. But values are not interpreted everywhere in the same way, their meaning could be different from country to country as well as from culture to culture. Let’s see an example with the concept of “luxury” according to English and Italian culture and language.
https://www.alessandracolucci.com/wp-content/uploads/2016/05/Value-Added-The-art-of-shaving.jpg 660 880 ale https://www.alessandracolucci.com/wp-content/uploads/2016/01/Alessandra-Colucci_Brand-Care-consultant_logo.png ale2016-05-04 07:14:382020-07-24 11:50:35Why is your brand different? And why is it better? [part 2]
Once a brand finds out its competitive advantage that differentiates it from the others, to assure itself a certain visibility, to be memorable and lovable, a brand should work on another factor: the value added. Keep reading to know more about this.