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PARTNER
I have always believed that the products are actors and the shelf is the stage. Successful brands are the ones that are able to communicate emotions and feelings. It is only through a deep understanding of consumers that we can figure out a way to make our brand come alive in their heads and in their hearts.
From Football Club to Lifestyle
Written By Matteo Rinaldi Analysis by Luca Bertocci I’ve had the opportunity recently to work on...
Marketing Dealing With Nano-Seconds
By Zeynep Ece Coban & Matteo Rinaldi In the last century, we have seen a clear shift in customer...
Il Vespaio Italia Touch-points Communication Strategy
By Luca Bertocci & Matteo Rinaldi Human Centric Marketing can bring strong results, no matter...
The Trump Brand
What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald...
Consumer vs. Shopper – Who is the real target?
In an era where digital is becoming pervasive, online shopping is becoming more and more frequent....
Human Centric Marketing
As marketers, we like to believe we are consumer centric in everything we do, but the reality is that...
Anticipation In Marketing – “Winning Without Fighting”
Wayne Gretzky, one of the greatest hockey players of all time once said: “I skate to where the...
The Butterfly Effect – Making Customer Value Everyone’s Job
David Packard, one of the founders of Hewlett Packard, once said that “marketing is too important...
A Change in Society as Reflected on Facebook
The phenomenal success of “You are from Rimini if” Understanding why people do what they do has...
The Rise Of Nationalism
Problem or opportunity for marketers? There has been a rise in nationalism across the world over the...
Exponential Positioning – Solving For X
People in the real estate business will tell you that the three most important factors to consider...
Sponsorships – Do they really work?
How many times have we seen a football game, Formula 1 race, basketball game or any other sporting...
Can you feel the … Tension?
American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a...
Optimizing Corporate Social Responsibility
These days’ companies are becoming increasingly concerned about Corporate Social Responsibility...
Value Diagnostics; Getting it right
Imagine the new manager of a Formula One team. His goal has been predetermined with extreme clarity:’...
Forget ATL and BTL; Think Customer Engagement Instead
We have all heard marketing communications defined as either ATL (Above The Line) or BTL (Below The...
Balancing the Global/Local Brand Experience
Developing an effective strategy for your brand in the market is tough work. It is even tougher to...
The Dr. House Of Marketing
We all know Dr. House; the guy we love to hate. The famous TV-character who turns the rules upside...
Are category influencers really important? For Apple: Yes.
In May 2011 Apple took over the throne from Google as being the most valued brand in the world. There...