Branding Tag

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

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

Why urban futures are mission-critical to anticipate tomorrow’s lifestyle insights leading to brand and innovation strategic successThis blog entry will not address this dynamics that have been studied by the author for the last decade from the viewpoint of lighting design innovation and co-creation workshops, as documented in a number