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Without the storytelling you are nobody. [Nastro Azzurro Case Study]

Many people speak about branding, marketing strategy, brand positioning, packaging and Packaging Positioning. We take for granted that these people are able to develop a positioning. The question we should wonder is: have you thought about a strong storytelling that allows your product to be sold? In these...

Family Brand or Line Extension?

Family brand and line extension are two debated and controversial topics in marketing. These issues are crucial for the companies for their strategic brand choice and for the development and positioning of their products on the market. Deepen the concepts of family brand and line extension and...

All you need to know about Co-Branding

What’s the Co-Branding? For Co-Branding is meant a real partnership that involves two different brands in a common marketing strategy. It is a real commercial partnership between companies that product and deliver together a product for a mutual benefit. The benefits could be: Greater mutual visibility An...

Video – Lesson of Jack Trout and Peter Drucker

There are gurus and gurus. With this article I want to speak about two gentlemen who are guru with uppercase “G”: Jack Trout and Peter Drucker. Trout is the father of the positioning, Drucker was one of the most important scholars of the management, theorist of...

The Naming is the soul of your brand

Do you know the importance of the Naming for the sale of your products? Many people, probably too many, haven’t understood the importance of the Naming for the sale of their products or services on the market yet. Jack Trout, the father of the positioning and the...