Nobody killed Kodak
When the category dies, the brand dies. Every time. Most people assume a strong brand can survive any market shift.
Your brand does not have a communication problem. It has a listening problem.
Most brand strategy work starts with answers. The positioning, the key messages, the tone of voice. All defined before anyone
AI produces content. You need to produce meaning.
You have run campaigns. Hired agencies. Bought tools. The market responds, but not as much as it should. Something is
Before it stops working.
There is a precise moment in a company’s life when communication stops being an activity and becomes a problem. It
They’re not looking for your product. They’re looking for themselves.
Most CEOs walk into an agency meeting believing communication is about persuasion. That’s the wrong assumption. It produces the wrong
A rebrand without strategy is decoration.
Changing the logo doesn’t change perception. Perception changes when you change what generates it. Every year, dozens of companies invest
The most expensive meeting isn’t the one that runs too long.
It’s the one where you decide your communication without knowing how the market already sees you. Some meetings cost very
Value is not price. It is not quality either.
For years, companies built competitive advantage on three pillars: brand equity, distribution scale, and market share. It worked. The problem
“Who are you?” they ask. He starts talking about his company.
Ask a Founder who he is. He’ll start telling you about his company. Then ask him who he’d be, if
How to build, in three years, a brand the market can’t ignore.
Every CEO I’ve met in recent years has asked me, in one form or another, the same question. How do I build, over the
Why every serious company needs a Communication Manager.
There’s a recent conversation every CEO should spend an hour on. On one side, Sir John Hegarty, one of the
The more they love you, the more they buy.
The problem is not how many salespeople you have. It is what they find when they get there. Your marketing manager knows
How an Italian company made its products irresistible.
The best product in the room. That nobody buys. Foto di MILAN GAZIEV su Unsplash You built something you believe
Strategic leadership and impact tourism
There is a profound difference between enduring the ecological transition and driving it as protagonists. The announcement by Lopesan Hotel
Invest or spend? The difference nobody wants to admit.
Foto di micheile henderson su Unsplash Every euro allocated to communication is a decision. The question is: are you building
You’re building. On someone else’s ground.
You can scale the business. But if the market doesn’t recognize you, you’re building on someone else’s ground. I’ve met
They weren’t listening to you. They were listening to what you made them feel.
The message is rarely the issue. The feeling it generates — or fails to generate — is. Your brand isn’t
Marketing & Communications Manager. It’s an oxymoron.
Dear CEOs and HR Managers, do you have a Marketing & Communication Manager in your organization? We see this title
No use quality if you can
Most companies don’t have a communication problem. They have a clarity problem. They know what they sell. They don’t know
How to make a passionate audience fall in love with your Brand.
A masterclass in communication. Tap into your audience’s passion to convey closeness, support, and shared values. In short: how to
Branding vs Marketing. Let’s set the record straight.
Marketing: the short version. Marketing actively promotes a product or a service. It is tactical. It builds messages designed to
Easy Marketing.
A professor explained marketing to MBA students. 1 You see gorgeous girl in party, you go to her and say:
Built in the factory. Lives in your head.
Good storytelling demands emotional involvement. And it returns the favor, with interest. There’s a fundamental difference between describing a product
Out of the box.
Out of the box thinking. To promote public bus usage, the Flemish public transport company in Belgium commissioned a commercial.
Strategy is easier said than done.
A brand is alive. It follows or anticipates sociological shifts. It intercepts the emerging needs of changing markets. It interacts