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...
With Visual Hammer we mean a visual, that is on the packaging and not only, which identifies a product or a brand which is a clear idea in the mind of the customers: in this way an unequivocal link is created to become indispensable for...
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...
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...
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...
What is rebranding? For rebranding we mean the process of marketing which brings to a partial or total change of the brand identity. It is not just about the renewal of the visual communication of the brand through the logo, the colors or the packaging, but it...
The lethal mistakes which condemn also the greatest products not to sell are usually two and always concern their packaging. The companies make this mistake without knowing that – both the small and the big ones – when they take some crucial decisions. The most widespread one...
If you have got a good idea or a great product and you want to open an activity it is not said that you are able to introduce and to explain it to your potential customers or investors.Deciding what image your product will have once...