How we keep our clients happy and ourselves busy.


At Amati and Associates, we believe that the best brands are built on purpose.

We transform brands by delivering a roadmap to more robust, relevant, and salient brands. We advise clients in building authentic, purposeful brands.

With the emergence of #theBlur, and brands moving beyond the traditional boundaries of their categories and sectors, we build more robust and lean brand architectures.

We are experts in:

  • Strategic Brand Design, Brand Positioning
  • Brand Architecture
  • Brand Audit
  • Brand Purpose


We believe that innovation is key to success.

That's why we work with our clients to fill their innovation pipeline, execute innovation projects, and keep both top and bottom lines in mind. We can also lay the groundwork of innovation, facilitating creativity, conducting primary and secondary research, building business plans.

We are experts in:

  • New Product Development
  • Ideation
  • Products as a Services
  • Services as a Productse

Interested? Schedule a call and discuss your project!


In the VUCA reality, our clients seek our help in building future scenarios, scanning weak signals, and monitoring long-term trends.

All of the above activities create a backdrop for meaningful strategic development.

We act as a bridge between your company and the outside world. We are able to provide you with a bird's eye view of tomorrow's challenges, opportunities and threats.

Our methodology is based on a sound theoretical framework, but also on practical experience and best practices from many years of working with companies from various industries and sectors.

We are experts in:

  • Foresight
  • Future Scenarios
  • Trend Watching
  • Scanning

Commercial Development

We help companies develop effective internationalization plans beyond the "moving boxes phase."

Our tiering approach helps companies prioritize investments, focusing resources where they matter.

We believe that it's not enough to just move your company's stuff to a new country—you have to understand how to make your product local and relevant, even if you're operating globally. That's what we do, every day: we help companies develop effective internationalization plans beyond the "moving boxes."

We are experts in:

  • Exports and International Plans
  • Market Tiering
  • Modern vs. Traditional Trade
  • Sales as Brand Building Opportunity

Type of Projects

Project Examples

Our client's board was deeply concerned with climate change, geopolitical risk, and uncertainty. They were clear on the significant societal changes driven by demographic and technological disruption. With the objective of making their brand more resilient, they asked us to help them develop a relevant and distinctive Brand Purpose, which would be the center stage for building a stronger, purpose-centric culture. The challenge was not only to build a brand purpose that would resonate with consumers and customers but also that would help recruit and retain talent. That would make sure the employees go beyond the extra mile, by caring for the company and daring to speak.
Our client - a leading B2B service player with a Consumer-relevant brand - was preparing for the next phase of international growth and decided to rethink its brand architecture and brand positioning. For them, we initially conducted a Market trend analysis and a competition mapping to assess the sector's landscape. In addition to that, with a series of internal and external expert interviews, we took the pulse on the organization and its partners' point of view before conducting some co-design workshops with end-user. The workshops helped develop customer insights and in providing an external validation on plans. We finally proceeded in developing new brand architecture and positioning through a series of workshop sessions to build internal consensus on the new strategy.
Our client was interested in scouting trends and weak signals and developing a future-based market assessment of the connected cars ecosystems. The project consisted of two parallel streams, one of Foresight and the other of Insight development and validation. Each stream was feeding and being fed from the other to ensure a certain level of action in the same direction. Of course, the project also included a component of identification of all players of the eco-systems and their agendas. Finally, we translated the summary of our findings into a clear so what for our customer and its sector landscape.
During the hype of the category, our client - a brewer market leader in their own country - engaged us to develop a radar screen for the potential acquisition of craft beer brands in Western countries. We identified, analyzed, and reviewed more than 500 beer brands globally. We assessed them and mapped them in a segmentation based on the client portfolio and distribution needs. For the top candidate, we organized visits to their facilities and tasting rooms (ca. 30 in Europe and the US) and established a first connection with the owners. N.B. We have conducted similar projects in Fragrances and Cosmetics, Soft Drinks, Spirits, and Wines.
Our client - an extensive food and beverages producer - wanted to explore ways of generating deeper and stronger bonding with the consumers while becoming a more relevant player in the on-premise. We organized a set of rituals and co-creation sessions with leading-edge consumers, leading bartenders, and visual artists to develop relevant consumption rituals. We then translated each ritual into either activation or an innovation platform.
With the increasing beer offering and the blurring boundaries of adjacent categories (e.g., CSD, Water, Kvas, Energy Drinks,…), the client - a leading global brewery - needed to develop a more sophisticated approach to its marketing and commercial execution. We developed an occasion-based model to help our client optimize their portfolio strategy while improving the effectiveness of execution both at the promotional and commercial level (e.g., what type of promotion, with whom, in which channel, and for which brand.
Our client - a leading beverage company - was under pressure because of an expensive growth strategy, whose positive volume growth was not able to deliver positive economic returns. We introduced a new customer segmentation approach through strategic sessions and workshops. We then translated it into a new investment strategy in modern trade while launching new channels that were previously untapped. The company broke even after ten months.
While the emergence of premium Tequilas has created a new life for the category, the segment is niche at best in the largest spirits markets (even in the US, sales were concentrated in 5 states). We conducted a series of strategic sessions with external stakeholders (e.g., distributors, bartenders, modern trade) to co-develop creative and relevant growth routes. We then concluded the process with a visioning workshop to build consensus and define a growth strategy.

Our Team

Elisabetta Borghi

Fashion, Retail

Milan, Italy.

Rafael Escanez

Sales, Business Development

Madrid, Spain.

Ralph Talmont

Branding, Innovation

Warsaw, Poland.

Marco Bevolo

Branding, Futures, Foresight

Eindhoven, Netherlands.

Filiberto Amati

Branding, Strategy

Warsaw, Poland.

Our Clients