Author Archives: Filiberto Amati
The art of – and the science behind – Brand naming
Posted on 03/03/2020
How do you go about brand naming? Brand naming is a very challenging process that is borderline art and science. It is an unbelievably important task, which requires creativity and a great dose of strategic thinking. First and foremost, a brand naming exercise should deliver a brand name with 2+1 dimensions: 1) Promise: evoke […]
Digital Transformation: fast is as important as right
Posted on 21/01/2019
Digital Transformation: fast is as important as right. In a recent post, I highlighted the importance of approaching digital transformation in the right way and honest way: too many companies treat the process as a bit of an experiment, and many more do not even try, pretending they are transforming. Nevertheless, speed is a third, […]
The Blurrification of media
Posted on 23/03/2018
The Blurrification of boundaries in lifestyle, leisure, and media. In his mid 90s bestseller on the future of media[1], Nicholas Negroponte — one of the co-founders of the MIT Media Lab — introduced the revolutionary notion of technological convergence: he posited that with the transformation of “atoms to bits” and the consequent translation of all media into digital form, […]
Brand Essence, Discriminator and Brand Personality
Posted on 22/03/2017
Brand Essence, Discriminator, and Brand Personality This is the third and last post on our exploration journey on brand positioning. Previous destinations in the expedition — within the context of the brand key framework — included the diagnostic part of the positioning and the consumer-centric component of the model. We will now focus our attention […]
Brand Key Model
Posted on 04/03/2017
Unlocking the elements of the Brand Key We begin today with a series of three posts on brand positioning by examining the brand key framework in depth. While this model is only one among many, we chose the brand key because it contains the most critical elements of the positioning exercise, the critical components of […]
Brand Positioning: Insights, Benefits, and RTBs
Posted on 02/03/2017
The Reasons To Believe In Your Brand’s Future Marketing is essential to business, and companies spend millions on advertising every year. But how much of that money gets people to buy products? In this video, learn why marketers use different strategies to convince us to buy their products. They have an identity: Brands have an […]