Business etiquette [guest post by Ellie Summers]

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You know they say you have seven seconds to make a good first impression? And then there’s the other adage “First impressions last”. Combine these two and your first few moments during a business meeting become crucial to your future success. And this thought may cause you some anxiety. Are you adept at hiding this?
State Farm - branded content

How to make finance entertaining

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State Farm, a group of insurance and financial services companies in the United States, have created a miracle: they’ve managed to turn advice and tricks related to finance and daily budget management into something that appears to be entertaining and fun. How could this be possible? Read the post to know more.
Lateral thinking phase

Bruno Munari design method... and mine! [steps 5 to 10]

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Bruno Munari design method for objects/products is usable also for designing brands and their strategic plans. It’s a methodology that brings the designer from problem to solution with a process based on 10 steps. Having defined the problem, deconstructed it into its primary components, collected and analysed the data related to them, now its time to go though the most enjoyable part and start the creative part of this process.
Bruno Munari's method

Bruno Munari design method... and mine! [steps 1 to 4]

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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.
Bruno Munari

What has brand management to do with the design?

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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.
Lusso vs Luxury

Lusso vs. Luxury: the context makes it different

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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.
Value Added - The art of shaving

Why is your brand different? And why is it better? [part 2]

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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.

Why is your brand different? And why is it better? [part 1]

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To be visible in its market, every brand has to have “a something” that allows people to distinguish it from others, to remember its presence among the possible choices and... to fall in love with it. What are the factors that contribute to that? The competitive advantage and the value added. Today we will talk about the first one.
Target - US Army

Understand your targets

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After the overview on the evolution of “brand” concept and its relationship with the marketing approach and the role given to consumers by the different eras, it’s time to understand in detail what – or better who – is the “target” for a business, a product, a service or whatever.