Let's clear up a costly misconception straight away: brand awareness is not vanity. It's not a stylistic exercise to say "look at me, I'm here". In today's saturated, noisy, and fragmented market, brand awareness is the only life insurance policy your company can take out. If your audience do...

Close your eyes for a moment. Think of your favourite coffee. Not the blend, not the price. Think of the experience: the warm morning light, the weight of the ceramic cup, the muffled hum of the espresso machine, perhaps a jazz playlist in the background. Now think of another coffee — maybe from a s...

On our blog we have often referred to brand archetypes. We have used them as examples when discussing storytelling, we have cited them in guides on tone of voice. They have become, in the world of marketing, such a widely used topic that they verge on being a buzzword. Everyone talks about them, man...

There was a time, not so long ago, when our relationship with search engines was a simple list of blue links. We would type a query (often awkwardly, like "best pizza restaurant Rome centre") and Google, in return, would offer us a list of possibilities. We would click, read, go back, and click agai...

Have you ever had that sinking feeling, staring at a dashboard full of seemingly positive metrics (clicks, impressions, view-throughs) while revenue remained stubbornly flat? Or worse, have you ever tried to justify the marketing budget for TV or a YouTube brand awareness campaign, knowing full well...

Remember? There was a time, not so long ago, when paid search was an art of surgical precision. It was a digital craft. We, the "PPC Specialists", were precision engineers. Our garage was the Google Ads (then AdWords) interface. Our tools were match types (exact, phrase, broad), our scalpel was "lon...

Picture this: it's Monday morning. Your social feed is clogged. Everyone is talking about one unexpected event: a blackout during a global sporting event, a bizarre meme that's conquered the internet overnight, or even... a piece of work equipment used in a decidedly unconventional way during a muse...

Let's be clear: brand awareness is one of those marketing concepts that always seems a bit hazy. Everyone knows it's important, they slide it into the quarterly objectives, but when it comes to defining it precisely... things get complicated. "Well, it's... you know, when people know your brand." Th...

Today, we're tackling one of those topics in marketing that sounds like an alchemical formula: the Copy Strategy. It's that legendary document which, in theory, should transform the lead of a confused brief into the gold of a brilliant campaign. Many people think that the big ideas – the "Just Do It...

There's a character we've all met at least once, at a party or a work meeting. They're the person who laughs at every joke, even the ones that don't land. They nod enthusiastically at every opinion, even when it blatantly contradicts the previous one. They desperately try to be the centre of every c...

You know those days when every idea seems to click, every brief turns into a winning concept, and the team works with an almost telepathic synergy? It’s not down to the latest project management tool or an extra dose of caffeine. It’s the tangible effect of a powerful, invisible resource: emotional ...

Imagine walking into a crowded room. People are talking, laughing, debating. Some voices get lost in the background hum, while others instantly grab your attention. There's the calm, deep voice that inspires trust, the bright, quick one that transmits energy, the warm, welcoming one that makes you f...

You open Business Manager, watch the numbers go up and down, and a thought hits you: "But... is it actually working?". If this has happened to you, welcome to the club. Investing in social media advertising is one of the most powerful moves a brand can make today. It's like having a megaphone connec...

Let's start with an uncomfortable truth: your customers have become impatient. And frankly, they have every reason to be. In a hyper-connected world, 81% of people expect faster service thanks to new technologies. Waiting has become the new "left on read" of the business world. With post-COVID infla...

  The term rebranding , or revitalization of the brand , refers to the process by which a product or service created and marketed under a specific name and logo is re-launched on the market under another name (or another identity). This is a very frequent operation in the case of brand acquisit...

        Because creativity always pays off! We are well aware that the battle of companies takes place in the field of attention : whoever manages to enter the consumer's mind even for a few seconds a day will have been able to penetrate that solid barrier of indifference that pr...

      We have already seen how it is essential to identify the target group and the buyer personas at the basis of marketing strategies. Persuasive communication , therefore, needs to promote content that is suitable and reflects the wishes of those who are depicted as customers. But ...

    ZMOT? Yes, you read right. ZMOT extension. But don't worry, not a swear word, not even in Klingon it is. The ZMOT (Zero Moment of Truth), or the zero moment of truth, is the right key to engage our customer in the product purchasing process. Today, the consumer decision-making process ...

    Link building represents the heart of off-page SEO, the search engine optimization activity that aims to obtain hypertext links from websites with a different domain than yours. This is useful for improving the ranking of the site. We do link building because it allows us to position a...

    It is not the first time that we have talked about personal branding on these pages, today we want to underline how important it is, even before getting to work on your website, on your social networks, on your clothing and so on, to concentrate first of all on your focus (ne we'll tal...