Discover how purpose translates into brand creation through design, stories, and technology. Learn how to build a brand consistent and coherent
Cristian Saracco Articles
Founding Partner | Allegro234
Founding Member | The Flow Collective
Full Member | Medinge Group
Member Editorial Committee | Branders Magazine
Purpose-to-Brand Alignment | Why Purpose, Business Strategy and Branding Must March in Step
Purpose-to-Brand Alignment. Nail your purpose, cascade strategy to objectives and design a brand that delivers. e.g. LEGO, Oatly & Allegro 234
Climbing the Abstraction Ladder | How Values Steer Businesses and Brands
Abstraction Ladder lets you nail unshakeable values at the top, tell a razor-sharp mission in the middle and tweak budgets down below
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
Branding thoughts for the near future | The Medinge Group Meeting
Different points of view, different discussed issues, different approaches… Same reality, same focus… Not in the brands, but in people, our values and a promising vision for the future.
Keep it simple, please
Those who explain themselves best, keep it simple.
When I recall, and I still can, some of the teachers I had, I discover that I have the most affection and admiration (in that order) for those who were able to convey their ideas and knowledge in the simplest terms.
Saving banks | Statute changes versus brand changes
Recently, with the Spanish saving banks reform we are attending the creation and deployment of new financial...
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