A clear vision, emotions and a little daring is all that’s needed to create tomorrow’s brands. Because even though no one can predict the future, brands can contribute to invent it.
And that’s why i like to design brands to do this exactly: reinventing themselves, maintaining their deepest emotional feeling and creating an ongoing and enriching experience.
A downright “brand conversation” that starts from the eyes and reaches and touches the heart of people, even before their minds. “People” and not “consumers”. Because brands can go beyond the rational consumption promoted by information and comparisons. They can establish strong empathies, create relationships and emotions, amongst and with, individual persons.
Brands are an experience. Defined by what persons assimilate of the brand itself: the impression which becomes emotion, the intrigue which induces love.An experience which is also stimulated by what the brands understand of the persons: values, meanings, expectations and feelings.
Every person’s mind breaks up, analyses, defines and finally evaluates the communication addressed to it. But even before reasoning, the most primitive part of the brain activates emotions. And it’s these that influence all its thoughts and actions and guide it into giving sense to what is happening. I try to have the brands I work on to follow their own univocal route which places them right were the persons expect to find them and directs them towards places that these persons wish to reach.
Every brand, big or small, becomes the result of a collective adventure, something shared. A mental structure, a language in evolution, a collection of desires, a passion.