Autor: Cristian Saracco

As a strategic business platform, the brand would drive the company towards a new type of financial entity that is part its customer lives

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?

Creating and building a brand requires understanding the need for a tailor-made conversation between people –regardless of their roles, and organisations. It is a question of values and beliefs in…

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…

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

Only by understanding the patterns making up the essence of the brand itself can its abilities and potential be known

Constructing an aim, or owning a brand with a conscience requires leaders who can take this transformation forward.

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…

To build a strong and long-lasting brand experience requires a personal conversation between people –regardless of their roles, and organisations.

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.