Brand architecture as brand as a system, adaptive brand architecture, hybrid brand models, experience-driven branding, and the future of branding
Cristian Saracco Articles
Founding Partner | Allegro234
Founding Member | The Flow Collective
Full Member | Medinge Group
Member Editorial Committee | Branders Magazine
Lasting Brands | From Purpose to Profit, and Happily Back Again
Lasting Brands entail the art of turning them into strategic engines of the whole business, not an afterhours paint job
Consciousness Dismissed | Why “Doing Good” doesn’t Add Value, but not doing It Can Cost You Everything
Conscious Business: Doing good doesn’t automatically make your business more valuable. But pretending to will destroy it
Branding & Purpose | When Adam & Eve become fashionable
Correctly articulated, the purpose is a strong connection between legacy and aspirations, in which relationship time, emotional intensity, intimacy and reciprocity between organization and people are combined
The unbearable lightness of subtle disruptions
Only by understanding the patterns making up the essence of the brand itself can its abilities and potential be known
En route to brands with purpose
Constructing an aim, or owning a brand with a conscience requires leaders who can take this transformation forward.
Digitise or be digitalised
From a brand-strategy perspective, it is also the ability to detect emerging patterns and help them to take shape that is the key to creating value and obtaining results in a world immersed in this process
Brand conversations
To build a strong and long-lasting brand experience requires a personal conversation between people –regardless of their roles, and organisations.
Brands with a conscience | The book
In March 2016, a new book written by members of the Medinge Group will be published by Kogan Page
Brands with conscience, their focus on social
Forget about the values that you have written on the wall of your boardroom and focus on those few that result in observable and measurable behaviours.
The Brand as a strategic platform and lifestyle support
Institutionally, the brand is evolving from being a management tool to become a corporate catalyst of the highest level strategy
About behaving straightforward and honest in branding
Ever since we have had a notion of the existence of brands (7000 BC in Mesopotamia), the aim has been and remains the same: to express singularities which consistently distinguish my offering of products and services
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