Consumer vs. Shopper – Who is the real target?

Consumer vs. Shopper – Who is the real target?

In an era where digital is becoming pervasive, online shopping is becoming more and more frequent. Traditional brick and mortar retailers are fighting back against the internet’s efficiency and practicality with the proposition of an emotionally engaging shopping...
The Trump Brand

The Trump Brand

What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is re-defining what voters in America want from their politicians. As with all marketing, to...
Sponsorships – Do they really work?

Sponsorships – Do they really work?

Drowning in a sea of logos How many times have we seen a football game, a Formula One race, a basketball game, or any other sporting activity with sponsors’ logos floating along the sidelines, on the event poster and website, and as the rather bland background for the...
Marketing Dealing With Nano-Seconds

Marketing Dealing With Nano-Seconds

By Zeynep Ece Coban & Matteo Rinaldi In the last century, we have seen a clear shift in customer behavior from simply buying different products to shopping. The word shopping, over time, has become more and more important and has increasingly grown into a way to...
Can you feel the … Tension?

Can you feel the … Tension?

American comedian Jerry Seinfeld stated that the architecture of humor is all about digging into a tension point and releasing that tension through the punch line – with the resulting laughs. His highly successful TV show featured a group of rather unlikeable...
From Football Club to Lifestyle

From Football Club to Lifestyle

Written By Matteo Rinaldi Analysis by Luca Bertocci I’ve had the opportunity recently to work on several marketing projects related to one of the industries I am most passionate about – sport.  Or specifically, and even more passionately, FOOTBALL! Working with...