The results are the goals which unite companies. From micro companies which is based on family business to multinational: the main goal is that of putting a “+” on the financial statements. Reaching these goals is harder and harder: competition, crisis, customer who are more and more...
Do you know what happens while you are talking and you mention a brand? An image will appear in the mind of the person who is listening to you. Images, not words. I mean exactly the colors and the shapes because this is the mental association which...
What is meant by logo? There is an abbreviation which properly defines the concept of the logo. It is the following one: “The logo is the graphic aspect of the brand or of the company's name” The logo, therefore, is the written that usually represents a product, a...
A few years ago, when I started studying packaging, my ideas on this job weren’t so clear as today. I missed several pieces and among them the most important were: The direct experience (to have built many packaging of success) The sensibility (to have refined...
Have you ever observed the face of athletes in the precise moment where they injure themselves? Do you know what they are thinking about? I tell you my opinion, but I have never played as a professional football player or as a professional biker. However I have been...
Sometimes companies and business reality are in front of the necessity to make a brand repositioning. The reasons could be different: from the necessity to adapt themselves to market's changes to the will of making a new brand image. But what is it about exactly? Let's see...
Nowadays the brand is one of the most powerful tools of communication: a marketing strategy which is able to position a brand in a distinctive way, indeed, it is one of the most effective way to place itself in the mind of the consumers. Let’s see...
If you look at the market – I mean physically to the lanes of the large retailers – you will notice how some brands have been on the market for decades, just like those old rock stars who still deserve a place in the ranking...
Are you thinking about launching a new product? The lecture of this article is for you. 3 products out of 4 are not going to survive Did you know that the 76% of the launches falls within one year without even achieve 10 thousand pieces sold? This means that...
Among the fundamental ingredients for the success of a packaging there is the choice of the colors. Indeed between the product and the colors which represent it on the packaging exists a direct relationship, and as there is a direct relationship between the packaging and the...