In order to build a strong brand, it is necessary to identify its fundamental values and to translate them into a system made of content, images and suggestions.
There are many biological, anthropological, sociological and psychological factors involved in every consumer choice: analysing their dynamics and recognising their complexity is the first step towards the definition of a functional and effective offer.
In the vast majority of cases, the purchasing decision is not truly connected with a primary need but with a desire: an area in which ephemeral, immaterial and non-measurable processes of enchantment, coexist.
To acquire a customer and build his loyalty, a convincing, coherent and functional storytelling must be put in place in relation to products or services. A narration able to leverage the imagination, without falling in excess of rhetoric.
Managing a brand means, in other words, being able to make a promise, and then be able to keep it, implementing strategies that involve a balanced use of creativity and method.