Maintenance is not innovation

Restyling (or re-design, designing something again, but in a way that is not so different) is something we do very frequently and it involves the more or less extraordinary maintenance of the brand design, It’s a bit like when you decide to change your sofa, or rearrange the furniture, or repaint the walls: it’s always the same house, but it seems different. Catarì, and Telecom Italia are examples of efficient re-designs. But while maintenance is not the same as innovation, it makes as difference.

Words for 2015

Parole 2015

Tomorrow. “Chissà chissà domani, su che cosa metteremo le mani” (Who knows, who can tell, just what we will be faced with tomorrow) are the words to a song by Lucio Dalla and even after thirty-five years, the doubt remains, just as it was before it became a song. More

Being innovative

There are different levels of intensity to innovation, and it doesn’t mean that same to all people and in all situations. We see this all the time with our clients. In cases where the object of innovation is something that already exists, there are those who prefer the one-step-at-a-time approach, rather that the great-leap-forward. In fact, changing gradually avoids the risk of losing recognisability, while improvements and tweaks are being applied. It makes it easier for the new to be accepted without discarding the old, without introducing a sense of alienation: where innovation merely modifies a habit (which is subsequently replaced by another). Meanwhile in cases of something that is authentically new, we are faced with something that appears as if out of the blue: in this case innovation creates a habit (that will then be replaced by another). The generation of innovative ideas doesn’t require strategies, but attitudes, or better, one in particular: not getting too used to something. Paolo Rossetti

Brand and style

Brands communicate through a language made up of words, symbols, images, shapes and sounds.  And this language is the style of the brand, and each brand has its own. The public is sensitive to style and understands the difference between one style and another. Style, therefore, is crucial because it allows us to make a specific connection between the brand and the public. But the question is: “Are style and marketing the same thing? And is not, who determines the style of a brand?” Paolo Rossetti

Banca Aletti


The new Banca Aletti ad is now on air. “La fiducia fa muovere il mondo” (Trust makes the world go round) is the concept that we developed and is the headline for a series of subjects who recount the ways in which trust is a part of both human life and (their) businesses. In fact, trust generates ideas, brings people together, shares dreams, accepts challenges, increases wealth, reaches destinations. Trust, really does make the world go round.

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