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Insights on brands and innovation

Making sense of Brand ArchitectureProbably brand architecture is the branding framework that non-marketers have the most difficult comprehending. While as consumers they are probably used to experiencing brand architectures, in the author’s experience, non-marketers really tend to associate the tool to the infamous lipstick on the pig. Interestingly enough, general

The future of healthcareFrom a recent BBC online study, new features of luxury and new markers of wealth were identified in immaterial treasures like the control over one’s time, the possibility to increase one’s education and the access to superior wellness and healthcare. One of the authors of this post

Tales from the next automotive futures.Before the concept of connected mobility existed, in 1968, the young but already celebrated "Maestro" of car design, Giorgio "Giorgetto" Giugiaro, left Bertone to start up his boutique firm, ItalDesign, located near Turin, Italy. By 1990, the company had hundreds of specialized workers, with subsidiary

Design Writing is a design management process based on a clear set of formats, a multidisciplinary view and of course a talent that excels in writing. The key purpose is to translate and articulate the brand positioning into storytelling assets in actionable text formats, however this is a process where