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

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

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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

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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

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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

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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

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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.