Product Placement: when brand execution interprets reality
Sometimes, reality offers marketing lessons that surpass any theoretical business school manual. A recent example is the jar of Nutella that appeared during the Artemis II mission relay. This incident deserves a thorough analysis beyond its viral nature. Although NASA has repeatedly clarified that there is no commercial agreement, seeing such an iconic product in […]
Execution, the difference between success and failure
In the world of marketing and sales, we are obsessed with frameworks. We consume lists of advice from iconic leaders, like Steve Jobs’ famous rules for sales excellence, in search of that magic formula to turn our product into an object of desire. However, a persistent statistic serves as a cold wake-up call: it is estimated […]
ChatGPT Shopping: the new frontier of conversational e-commerce
The way people shop online is changing significantly. With ChatGPT Shopping, OpenAI is pushing e-commerce toward a more conversational, personalised, and frictionless experience. This shift gradually replaces the traditional “search, compare, buy” model with one where users simply ask and receive what they need. From search to conversation: a paradigm shift Until now, users who […]
The story (and the marketing) behind Suchard
In Italy, my country of origin, Suchard chocolate turrón is not the star of Christmas. Different traditions, different flavours, different brands dominate there. I discovered Suchard during my first years in Spain, when I began to realise that here Christmas doesn’t start on December 24th, but much earlier… usually when supermarkets decide it’s time. And […]
Jacqueline Kennedy and the pan that changed marketing: innovation met its first influencer
In the 1950s, as the world was recovering from the war, a small spark of innovation on the outskirts of Paris was about to change not only how we cook but also how we think about marketing. Engineer Marc Grégorie, working at France’s top aeronautical research center Onera, faced a persistent yet straightforward problem: his […]
The Search Engine is dead. Long live the Task Engine.
Search is over. Yes, the title sounds extreme — but it’s not clickbait. The Google Search we once knew is dead.Not Google itself — Alphabet remains one of the strongest companies on Earth, valued at over $3 trillion and generating $96.5 billion in quarterly revenue. That engine of wealth isn’t going anywhere.But the old Google […]
When a pinch of salt is no longer needed
When Nusret Gökçe – better known as Salt Bae – first appeared on the world stage in 2017, he embodied the perfect storm of modern virality. A short video of his dramatic salt-sprinkling gesture went viral on social media, capturing the imagination of millions. From Instagram to late-night television, Salt Bae became an instant cultural […]
Courage, heart, and gut feelings: emotion in business decision-making
The value of emotion in business decision-making In the world of business and marketing, emotions may initially seem like a secondary topic. We must make rational decisions, basing them on data, metrics, and KPIs. And, no doubt, all of that is important. Yet there is a mute, often overlooked ingredient that separates an excellent choice from […]
96% of Italian family businesses fail before the 4th generation
For any family business, there’s a statistic that should give every entrepreneur pause for thought: only 4% of family-run businesses in Italy make it to the fourth generation. The rest disappear through failed succession plans, internal conflicts, poor decisions, or worse still, decisions left unmade. Yet the problem isn’t the next generation. They’re often more […]
Randoseru: tradition, marketing and cultural identity
The Japanese word Randoseru can be translated as tradition and marketing. In our trend-driven world, where obsolescence often seems built into the fabric of consumer goods, particular objects stand as defiant testaments to enduring value. These are not mere products but artifacts that carry profound symbolic weight, evolving into cultural touchstones. The randoseru, that instantly […]
Mutti
Mutti S.p.A., the iconic Italian brand known for its premium-quality tomato products, is often cited as a textbook example of successful internationalization in the agri-food industry. From its humble beginnings in Parma to its stronghold in international markets like France, the United States, and Australia, Mutti has shown that a great product is only the […]
Neuromarketing for SMBs: 9 simple principles you may use today
Neuromarketing is easier than you think. Ff you’re running or growing an SMB, you know the challenge: limited time, limited resources, and an audience that’s harder than ever to engage. The good news? You don’t need a massive budget to market smart. You just need to understand how people actually make decisions. Neuromarketing — the […]
Sales : 5 golden rules
Sales is often seen as a game of numbers, where persistence and volume lead to success. However, the most effective sales professionals know that strategy and qualification are far more critical than sheer effort. David Sandler’s sales methodology revolutionized the approach to B2B sales by focusing on qualifying prospects, uncovering pain points, and controlling the […]
The eternal battle between Marketing and Engineering
The Eternal Battle Between Marketing and Engineering Marketing and Engineering. Two departments, two different planets, each convinced the other speaks a completely alien language. Marketing grumbles: “Why does the tech team always say ‘it’s not possible’? Can’t they just sprinkle some magic code dust and make it work like we promised in the campaign?!” Or […]
Marvel: The Power of Execution in Building an Empire
Marvel’s meteoric rise from the brink of bankruptcy to becoming one of the most dominant entertainment franchises in history is a masterclass in execution. While bold ideas and creative storytelling played critical roles, it was the meticulous execution of a visionary plan that transformed Marvel from a struggling comic book company into a cultural and […]
Brand or product? The chicken and egg dilemma
A robust brand is a must in the dynamic landscape of today’s market. It’s imperative to understand that while a superior product is essential, the brand purpose truly differentiates and elevates a product in consumers’ eyes. Understanding the brand A brand purpose transcends the mere functionality of a product; it embodies the essence of what […]
Rebranding: to do or not to do?
Rebranding is a strategy that can transform a company, helping it stay relevant, adapt to market changes, and respond more effectively to customer needs. Companies should not take the decision lightly, as the process demands resources, time, and clear objectives and vision. However, rebranding offers numerous benefits and can often determine a company’s success. Below, […]
Focus on the problem, not the product, is the key to success!
Success: how to achieve it? I have had several conversations with founders about their startups in the past months. Recently, one of these stood out. Over dinner with a group of entrepreneurs, I met a passionate student who spent his evenings building a startup with his co-founders after a day of working a corporate internship […]
20 reasons why your SME is not achieving its B2B sales and marketing goals
In the competitive world of B2B, achieving sales and marketing objectives can be an ongoing challenge, especially for SMEs looking to maximise their resources. Here are 20 common reasons why you might be falling short of your goals: 1. Poorly defined Ideal Customer Profile (ICP) With a clear ICP, it is easier to focus on […]
KPI: Key Performance Indicators, an introduction
In today’s data-driven world, businesses must track their performance to make informed decisions and achieve their goals. Key Performance Indicators (KPIs) guide your business towards success, providing valuable insights into what’s working and what needs improvement. This ebook will delve into the most crucial KPIs across various business functions, empowering you to understand, track, and […]
Innovation means revenues: the new imperative
Lessons from BCG and application to sales and marketing strategy. In today’s business environment, innovation is no longer a choice but a necessity. It must be an integral part of organizations that aim to stay competitive, drive growth, and capture new market opportunities. I’ve been thinking about the importance of innovation in driving revenue growth, […]
Innovation Manager’s toolbox: resources and frameworks
Innovation isn’t just about having brilliant ideas. It’s about cultivating an environment where those ideas can flourish and evolve into tangible results. As an innovation manager, your toolbox should contain resources and frameworks that empower your team to think creatively, collaborate effectively, and navigate the often complex innovation process. Let’s explore some of the most […]
Innovation Management: trends shaping the field
Rapid technological advancements and evolving market dynamics are driving perpetual flux in the landscape of innovation management. Organizations that aim to remain at the forefront of innovation must adapt to these changes and embrace the tools and strategies that will shape the field’s future. Let’s see some of the most significant trends and technologies revolutionizing […]
Measuring the impact of innovation
Innovation is often seen as the lifeblood of modern businesses, driving growth, enhancing competitiveness, and ensuring long-term sustainability. However, without a clear understanding of measuring its impact, innovation efforts can become aimless and resources misallocated. This is where metrics and key performance indicators (KPIs) step in, offering a structured way to evaluate the effectiveness of […]
The Innovation Manager’s Playbook
In today’s business landscape, innovation is no longer a luxury but a necessity for survival and growth. Innovation managers are pivotal in driving this change by identifying opportunities, bringing new ideas to life, and creating a culture of creativity. But what does it take to be a successful innovation manager? Let’s delve into the essential skills […]
Innovation Roadblocks
Innovation is the key to progress and growth for organizations across industries. However, the path to innovation can be challenging. There are plenty of challenges, obstacles, and often, resistance to change. Understanding and overcoming these roadblocks is crucial for any organization that strives to remain competitive and relevant. Common Roadblocks Fear of Failure: Humans are […]
What is a brand and how to build a successful one
What is a brand? Creating one is challenging and is not reducible only to its graphic expression, such as the logo or brand guidelines. Creating a successful brand is complex, and it involves the whole company: not only communication but also sales, after-sales, the company, internal processes, personnel, stores, products, social media, and interviews with […]
CRM: does your company need one?
CRM software – an acronym for Customer Relationship Management – is a solution that allows you to coordinate and manage every digital interaction between a company and its customers, whether current or potential. CRM software will enable companies and their teams to manage each user’s relationship, simplify work and interaction processes, and improve profitability. Is […]
Storytelling: every market needs a story
Storytelling is a communication technique that has evolved in recent years and reached new levels. Why has storytelling become so important? What is corporate storytelling? What does storytelling mean? What is its meaning? This activity changes the perspective of how a company relates to its customers: it is no longer a company-centric, self-centred communication but […]
Landing Page: What an Effective Page Looks Like
A landing page is a fundamental digital marketing tool that guides users to carry out a specific action, which we call conversion, which responds to a precise objective. Unlike traditional web pages, marketers design landing pages to eliminate all distractions and focus on that single goal, such as getting people to fill out a contact […]
