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10 December 2025
What Branding Can Learn from Art
We live in a society that takes freedom of expression for granted. Yet, for brands, it’s not that simple. There may be no formal limits, but the barriers are many. Art, however, which has always been the cultural root of our craft, still offers a valuable lesson today: an attitude of free, ...
26 November 2025
The art of well-told truth
Marketing today is often seen as a sophisticated, complex discipline. A language that feels distant, intricate, sometimes even artificial. But deep down, isn’t marketing about people talking to people? Real people! Isn’t it about sharing the story of everything meaningful inside a pro ...
12 November 2025
Can Italianness be a positioning?
Icons of Italianness were never created just to be symbols of Italianness. They became Italian worldwide because they carried a unique dream: Vespa embodied freedom, Ferrari chased speed records, Olivetti redefined industrial design. Today, too many brands rely solely on Italianness to position them ...
31 October 2025
Excellence or Luxury?
A dream is a wish. Why quote one of Disney’s most beloved songs? Because it holds a truth that the new luxury seems to have somewhat forgotten: dreams drive people’s desires - and their choices. But if dreams become completely out of reach, the new Luxury risks ...
15 October 2025
More time, less space
The market is flooded with products to sell, distribute, and promote. With them come higher costs, greater complexity, and more space taken up. Stores are expanding—becoming more expensive to run and more time-consuming to visit. But do people really want more choice, more products, mor ...
13 October 2025
EPDA a new challenge!
As every year, we joined the EPDA - European Packaging Design Association event, held last week, gathering design professionals and companies from across Europe (and beyond!). At the event, an exciting announcement was made: our agency, represented by Angelo Ferrara, will be the new EPDA board memb ...