After many years spent in a communication and marketing agency, monitoring the marketing behind the scenes and in trenches, I have understood that creative agencies represent the biggest part of the system. Yes, the most part of marketing agencies on the global market offer services...
Ever since I started to write on this Packaging in Italy blog, also telling the "behind the scenes" of our work, I often find myself in meetings with clients that request further details regarding cases I have written about. “Michele, how did the round pizza box...
An entrepreneur has many possibilities to do business. He just has to figure out the right strategy and where to "hit". If you have a company and you are poorly positioned on your segment is much better to change strategy. For example, if you are in...
Today, I want to talk to you about two case studies developed in our agency. I will show you two historic products, which have followed an opposite strategic marketing development. In both cases, the result obtained will be a product’s positioning that is capable of increasing...
The popular saying “you can’t judge a book by its cover” not always adapts to the world of packaging design. For several months we have heard the word "crisis" associated with every context (retail, industry, manufacturing, distribution). This is partly true - in some cases, the numbers...
Compared to some years ago, today working is nicer. I have a very precise memory of when my sales network and I had to call the client, fix the appointment (we didn’t always succeed) and hope for an appointment in our area to limit the...
The packaging has not been a mere wrapping for years, but a real instrument of marketing to identify and give value to the product. It is a way to create a direct relationship with the consumer by getting his full attention. The Packaging Positioning™ shapes...
Ho parlato in diverse occasioni di Packaging Farmaceutico proprio perché l'attenzione che richiede lo sviluppo di un packaging destinato a farmacie e parafarmacie dovrebbe essere sempre altissima vista la competitività del settore e la rigidità delle sue regole....
"Even if we are an agency that specialises in creating packaging solutions which will promote sales, we have a limitation about which I have decided to be brutally honest and I will talk about it in this article.” Every business which sells services or products, B2B...
Throughout the world espresso coffee is synonymous with Italy; it's like saying "pizza", the association is immediate. We drink it at the café, at home and at the office. So the coffee market is decidedly interesting. You don't have to be a retail expert to be able...