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Author: Filiberto Amati

Fake Digital Transformation Lately, I had several high-level conversations on technology and digital transformation. But among all these C-suites chats, two always stand out from the rest: the first one, was a research interview on the #theBlur, and I was caught off guard when the CMO of a healthcare company told

Laddering is a research technique, which enables hierarchical posi­tioning of concepts in pre-defined clusters. Traditional brand and product benefits ladders, used to be built around three categories: technical, functional and emotional benefits. In other words, all product and brand offers were built around their ability to deliver on technical specs

Six keys to unlocking a digital business More and more companies feel a quasi-unbearable pressure of building a digital business. The larger the company, the higher the pressure, especially for firms listed on the stock market. The first step of reassuring investors, or adopting the fashion of “digital”, deals with the