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...
Products Are The Actors

Products Are The Actors

by Matteo Rinaldi In the last few decades, we have seen a clear shift from simply buying products to shopping. In modern times, Rene’ Descartes philosophy “Cogito Ergo Sum” (I think, therefore I am) can be adapted in a new way – “I shop, therefore I am”. Consumers’...
Human Centric Marketing

Human Centric Marketing

As marketers, we like to believe we are consumer centric in everything we do, but the reality is that we often get lost in processes, tools, and procedures that are more internally focused on who we are as an organization, what we are doing, and what we want to do...
Exponential Positioning – Solving For X

Exponential Positioning – Solving For X

People in the real estate business will tell you that the three most important factors to consider are location, location, location. Likewise, the three most important factors in marketing a brand are positioning, positioning, positioning. Positioning is about the...