Category: Branding

Institutionally, the brand is evolving from being a management tool to become a corporate catalyst of the highest level strategy

Allegro 234 will launch a new website in September 2015. It will be the most representative deliverable of its fluid strategic thinking process. The following paragraphs explain that process and…

Be global and local, collaborate and compete, explore and explode, align and break the inertia… achieve economic results, be sustainable and develop people. How are these dilemmas reconciled?

Anticipating patterns to create scenarios, explore options, select, turn them into concepts and stage. With a shared leadership with our clients, with iterative development and constant adaptation

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…

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…

Usually, after a few days of being on vacation (of which I’m back), my thoughts begin to wander freely again, without the normal ‘noises’ that we use to have during…

Last month we organized an online survey asking about masstige brands. The survey was opened during two weeks. Before results We considered only 12 brands that were mentioned as masstige…

I would like to begin this synthesis with something said by President Clinton, ‘It’s the economy, idiot…!’. At the end of this short story you will probably understand the reason…

Things have changed… The traditional definition of luxury is losing content. Luxury will be whatever you want it to be. Luxury, in a certain way, is related to scarce resources,…