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
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...
Brandtopia or Needing a Fast-Forward to the Past
Usually, after a few days of being on vacation (of which I'm back), my thoughts begin to wander freely again, without...
The tale of the brave bears | About country brand experience
'It was early in the morning and I was ready to departure to the Country of the Bears. Again I was going to delve into...
Masstige brands or the problem of being the ham of the sandwich
Last month we organized an online survey asking about masstige brands. The survey was opened during two weeks. Before...
Twenty-first century slaves
Gideon would say: "Deleuze in The Logic of Sense: It's a strange position the one that blindly values the depth at the...
Thinking of strategic marketing
What I read Some days ago I was reading and article published in the McKinsey Quaterly talking about marketing. The...
Between grayscale and bleached
"... Leaden, dense and static clouds covered the sky producing a time confusion and diverted us from the moment to...
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