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
Purpose Has the Power to Transform Your Organization
Organisational cultures never change by themselves! It only takes place when individual behaviours change.
Improve Business Results while Building Long-Lasting Value
The balance among creating value, generating results, and having a positive impact is a must.
Purpose Matters by What You Do, Not by What You Say
Purpose must be integrated into all aspects of how companies do business.
Be Beauty in a Fintech is zenziya*
As a strategic business platform, the brand would drive the company towards a new type of financial entity that is part its customer lives
Four keys to develop a brand aligned with the Company
The brands that transcend are those that achieve a dynamic balance between long and short term, rationality and creativity. Is your brand on this path?
Five Keys to Building a Purpose
Recreating a purpose not only starts from the company towards its external audiences, but also it’s the result of understanding external demands which drive the evolution of “why” the company exists
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.
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