Arena + Tecate + Trident + Loteria de la Provincia - advertising campaign

Branding Evolution 4th step: the “TO EXPERIENCE” era

/
The three steps theorised by Jacque Séguéla in the ‘90 – the ones I have called “TO HAVE”, “TO BE” and “TO DESIRE” eras – don’t seem to me enough to cover all the tranformations that have occurred over time in the relationship among marketing, the “brand” concept and the consumers’ role, so I have added another phase, the latest. Today I write about the “TO EXPERIENCE” era of branding.
Alessi + Longines + Fiorucci - advertising campaign

Branding Evolution 3rd step: the “TO DESIRE” era

/
The “TO HAVE” and “TO BE” era of branding cannot be enough in a market system that is full of competitors and in which products and services have to be very appealing to stand out. This post is going to continue the description of the changes that have occurred over time in the relationship among marketing, the “brand” concept and the consumers’ role in a third phase. Today I’ll tell you about the “TO DESIRE” era of branding.
Ford - adverstising campaign

Branding Evolution 2nd step: the “TO BE” era

/
After the 1st step of branding evolution or so called “TO HAVE” era, this post is going to continue the description of the changes that have occurred over time in the relationship among marketing, the idea of “brand” and the consumers’ role. Today I’ll show you what happens with the “TO BE” era of branding.
The Birds - advertising campaign

Branding Evolution 1st step: the “TO HAVE” era

/
With this post, I’d like to start a short series of micro-lessons, just to share with you my work methodology and some of the theories on which it is based. The next 4 posts are going to run through the branding evolution steps that bring to the actual conceptualisation of the relationship among marketing, the idea of “brand” and the consumers’ role. Today I’ll start describing the “TO HAVE” era of branding.
personal brand - Thinkbox TV Ad

What is “brand”? Everything can be a brand

/
What is “brand”? I feel the need to clarify what I mean with this word because often people tend to get confused and exchange or overlay a lot of different concepts to this specific one.

Tesco meets Doraemon in Thailand

/
In Thailand, Tesco – with the help of Doraemon’s smiling face – has organised a campaign that looks like a mixure between an ambient marketing and a direct marketing approach. The initiative has the intention of underlining and rewarding the effort of every single person who is contributing to the improvement of Thai society.