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A brand is not a logo and not even a product or a design identity.
A brand is a complex of emotions a person feels for a product, a service or an organization.

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A brand is not a logo and not even a product or a design identity.
A brand is a complex of emotions a person feels for a product, a service or an organization.

Everyone wants...

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understood


to be understood,

understood


to be understood,

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part of something


to be part of something,

part of something


to be part of something,

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express


to express his/her potential,

express


to express his/her potential,

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special


to feel special,

special


to feel special,

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control


to be in control...

control


to be in control...

... and we reflect this in our purchasing choices.


Trust

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Trust is obtained by reaching and exceeding customers’ expectations.


Market value

The brand has the capacity to generate value in the following forms:

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Strategic & creative thinking.

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When both functions work together in synergy, it is possible to create a charismatic brand, a product, a service or an organization which is perceived as irreplaceable.


Attention

Our brain acts as a filter to protect us from the excessive amount of information we are exposed to.

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Our attention is attracted by what is different from the rest.


Market positionings

The top ten

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Who are you?