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 […]
Esecuzione: la differenza tra successo e fallimento
Nel mondo del marketing e delle vendite, siamo ossessionati dai framework. Consumiamo liste di consigli di leader iconici — come le famose regole di Steve Jobs sull’eccellenza nelle vendite — cercando quella formula magica che trasformi il nostro prodotto in un oggetto del desiderio. Tuttavia, una statistica persistente funge da doccia fredda: si stima che […]
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 […]
La storia (ed il marketing) dietro il turrone Suchard
In Italia, mio paese d’origine, il torrone Suchard al cioccolato non è il protagonista assoluto del Natale. Qui dominano altre tradizioni, altri sapori, altri marchi. Io l’ho scoperto nei miei primi anni in Spagna, quando ho iniziato a capire che qui il Natale non comincia il 24 dicembre, ma molto prima… di solito quando lo […]
Jacqueline Kennedy e la padella che cambiò il marketing: quando l’innovazione incontrò la sua prima influencer
Negli anni ’50, mentre il mondo usciva lentamente dalla guerra, una scintilla di innovazione nata nella periferia di Parigi stava per cambiare non solo il modo di cucinare, ma anche il modo di comunicare. L’ingegnere Marc Grégorie, che lavorava presso il centro aeronautico Onera, cercava una soluzione a un problema apparentemente banale: le sue canne […]
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 […]
Quando un pizzico di sale non è più necessario
Quando Nusret Gökçe, meglio conosciuto come Salt Bae – è apparso per la prima volta sulla scena mondiale nel 2017 e ha incarnato la tempesta perfetta della viralità moderna. Un breve video del suo drammatico gesto di cospargere di sale è diventato virale sui social media, catturando l’immaginazione di milioni di persone. Da Instagram alla […]
Coraggio, Cuore ed intuizione: il valore del sentire nelle decisioni aziendali
Nel frenetico mondo del business e del marketing, parlare di emozioni può sembrare, a prima vista, qualcosa di secondario. Ci è stato insegnato a prendere decisioni razionali, a fidarci dei dati, delle metriche, dei KPI. E senza dubbio, tutto questo è fondamentale. Ma esiste un elemento silenzioso, spesso trascurato, che può fare la differenza tra […]
Il 96% delle aziende familiari italiane fallisce prima della quarta generazione. E non è un caso.
Il 96% delle aziende familiari italiane fallisce prima della quarta generazione. E non è un caso. C’è una statistica che dovrebbe far tremare i polsi a ogni imprenditore italiano: solo il 4% delle aziende familiari arriva alla quarta generazione. Il resto si perde per strada, tra successioni fallite, conflitti familiari, scelte sbagliate o – peggio […]
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 motivi per cui la tua PMI non raggiunge gli obiettivi di vendita e marketing
Nel competitivo mondo del B2B, raggiungere gli obiettivi di vendita e marketing può essere una sfida continua, soprattutto per le PMI che cercano di massimizzare le proprie risorse. Ecco 20 motivi comuni per cui potresti non raggiungere i tuoi obiettivi: 1. Profilo del cliente ideale (ICP) mal definito Con un ICP chiaro, è più facile […]
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 […]
Innovazione significa crescita: il nuovo imperativo
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, […]
Gli strumenti dell’Innovation Manager: risorse e sistemi di riferimento
L’innovazione non consiste solo nell’avere idee brillanti. Si tratta di coltivare un ambiente in cui queste idee possano fiorire ed evolvere in risultati tangibili. In qualità di Innovation Manager, la tua cassetta degli attrezzi dovrebbe contenere risorse e strumenti che consentano al tuo team di pensare in modo creativo, collaborare in modo efficace e navigare […]
Innovation management: le tendenze del settore
I rapidi progressi tecnologici e l’evoluzione delle dinamiche di mercato stanno determinando un flusso continuo nel panorama dell’innovation management. Le organizzazioni che vogliono rimanere all’avanguardia nell’innovazione devono adattarsi a questi cambiamenti e abbracciare gli strumenti e le strategie che daranno forma al futuro del settore. Vediamo alcune delle tendenze e delle tecnologie più significative che […]
Misurare l’impatto dell’innovazione
L’innovazione è spesso vista come la linfa vitale delle aziende moderne, in grado di guidare la crescita, migliorare la competitività e garantire la sostenibilità a lungo termine. Tuttavia, senza una chiara comprensione della misurazione del suo impatto, gli sforzi di innovazione possono diventare inutili e le risorse mal allocate. È qui che entrano in gioco […]
Il manuale dell’Innovation Manager
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 […]
Gli ostacoli all’innovazione
L’innovazione è la chiave del progresso e della crescita per le organizzazioni di tutti i settori. Tuttavia, il percorso verso l’innovazione può essere impegnativo. Ci sono molte sfide, ostacoli e spesso resistenze al cambiamento. Comprendere e superare questi ostacoli è fondamentale per qualsiasi organizzazione che voglia rimanere competitiva e rilevante. Gli ostacoli piú comuni Paura […]
What is a brand and how to build a successful one
/*! elementor – v3.23.0 – 15-07-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=”.svg”]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} 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, […]
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
/*! elementor – v3.22.0 – 26-06-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=”.svg”]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} Storytelling is a communication technique that has evolved in recent years and reached new levels. Why has storytelling become so important? What is corporate storytelling? What does storytelling mean? What is its meaning? This activity changes the perspective of how a company relates […]
Landing Page: What an Effective Page Looks Like
/*! elementor – v3.22.0 – 17-06-2024 */ .elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=”.svg”]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block} 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 […]
