Brands

«Tutta la terra aveva una sola lingua e le stesse parole […] Ma il Signore scese a vedere la torre che gli uomini stavano costruendo e disse: «[…] confondiamo la loro lingua, perché non comprendano più l’uno la lingua dell’altro». […] Per questo la si chiamò Babele, perché là il Signore confuse la lingua di … Read more

Anatomy of a collapse (not only on the stock market). Some brands stop being trademarks and become common nouns. An example? We don’t say “search the web”, we say “Google it”. We don’t say “pass me a paper tissue”, we say “pass me a Kleenex”. So, for almost a decade, we didn’t say “use an … Read more

In 1991 the science writer Tor Nørretranders claimed that consciousness operates with a half-second delay. The interval chosen was not arbitrary. In the 1970s, neuroscientist Benjamin Libet had in fact shown that the brain initiates actions 500 milliseconds before the mind becomes aware of them. Half a second. It might seem like nothing, yet in … Read more

76% of mobile users who carry out a local search visit a business within 24 hours. The consumer on the move is looking for the best solution here, now. And the best brand in the abstract does not enter the equation. McDonald’s has known this for years. And it has built its infrastructure precisely on … Read more

The logo is one of the first elements through which a company becomes recognisable. It can be a word, a symbol, a monogram or a combination of elements, but its function remains the same: enabling the audience to identify the brand and distinguish it in the market. When it is given too many functions, the … Read more

Doreca Italia S.p.A. is the leading independent beverage distributor in Italy for the Ho.Re.Ca. channel. It belongs to Gruppo TUO, founded by entrepreneur Antonino Faranda, and operates in the food and beverage sector with a catalogue of more than 13,000 product lines, an extensive network of branches across the country, over 350 vehicles and around … Read more

There is a ranking that has circulated for years among large-scale retail insiders and is almost never cited in the debate on Italian marketing. It is the ranking of hazelnut spreads compiled by consumer associations and independent testing laboratories. Parameters measured: hazelnut percentage, ingredient quality, absence of palm oil, nutritional balance, absence of additives. In … Read more

Laura Biagiotti is one of the longest-standing and most recognisable maisons in Italian fashion. Founded in 1972 by the Roman designer Laura Biagiotti (Rome, 4 August 1943, died 26 May 2017), over more than fifty years the fashion house has built a precise stylistic identity of its own, recognisable for its use of cashmere as … Read more

Come Duolingo ha costruito il brand più memorabile dell’ed-tech su un’emozione che la maggior parte delle aziende evita: la paura di perdere. You reach a 599-day streak on Duolingo. Here comes day 600. You’re certainly not going to let it slip. Come what may, you’ll open the app: to study Spanish once again? Of course … Read more