Do you think that the body copy, the headline and the copywriting in general are made by the creative? Or do you think that at the end it will be enough writing something, but it is not important defining what? If your answers are “YES”, and you...
If I had to give a definition about the concept of cross-selling I would say it is the technique used to generate additional sales and increase margins. It is such an old technique, 50 years ago the delicatessen in Italy while they were wrapping the ham...
When in the street of New York, London or Tokyo you see a person who is walking with a cup of Starbucks in their hands, you are in front of an example of take away packaging. In fact what you see is not just a simple...
Does the word revolution seem strong to you? For Patafetta it fits perfectly! This case study unexpectedly stimulated my way of developing Brand Positioning. I have been repeating it for a long time, the Packaging Positioning starts from the Brand Positioning to reach the Product Positioning,...
When a company links its name to a specific product category we say the company "owns the category." This occurs when saying the name of the company we automatically think about that category, and vice versa. We can find a very clear example in the energy drinks...
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...
