All articles.
5 Reputation Crises 2025: Crisis Comm Lessons 2026
M&S, OpenAI, American Eagle, Jet2, Cracker Barrel: five real 2025 reputation crises analyzed with verified sources and operational crisis...
May 9, 2026
Blue Ocean Strategy 2026: Step-by-Step Guide for SMBs (Kim & Mauborgne)
ERRC grid, Strategy Canvas, Six Paths: how to really implement Blue Ocean Strategy in 2026, with Kim and Mauborgne's framework and INSEAD...
March 31, 2026
How Brands Grow Summary 2026: 7 Laws of Growth by Byron Sharp
Double jeopardy, mental availability, Pareto redux: the 7 Ehrenberg-Bass laws that explain how brands really grow, with real data and...
March 28, 2026
Employer Branding 2026: Attract Talent and Sell More
Employer branding 2026: cuts cost-per-hire, boosts retention and lifts revenue. Data from LinkedIn Talent Solutions, Glassdoor and...
March 19, 2026
Our CEO Francesco Galvani Makes History in the Treccani Encyclopedia
Italy's most prestigious encyclopedia cites our CEO and founder Francesco Galvani in a neologism that embodies our mission
March 19, 2026
Brand Architecture: Branded House vs House of Brands (2026)
Brand architecture 2026: branded house, house of brands, endorsed brands. Apple, P&G, Nestlé examples with 10-K sources. How an SME should...
March 16, 2026
How Light Buyers Grow the Brand (2026)
Ehrenberg-Bass and Nielsen: growth comes from acquiring light buyers (70-80% of the customer base), not from heavy buyers' loyalty....
February 20, 2026
60/40 Rule 2026: Brand vs Performance Budget Split (IPA 996 Studies)
Binet & Field say 60% brand, 40% performance. Yet most SMEs do the opposite. What 996 IPA case studies show, and how to apply the 60/40 in...
February 20, 2026
Generational Marketing 2026: Boomers, Gen X, Millennials, Gen Z, Alpha
2026 guide to generational marketing: birth years, preferred channels, tone of voice and sources (Pew Research, McCrindle, Nielsen,...
February 14, 2024
The 4 Fathers of Modern Advertising: Ogilvy, Bernbach, Hopkins, Chiat (2026)
Ogilvy, Bernbach, Hopkins and Chiat wrote the rules of modern advertising. Principles, verified quotes and lessons still relevant for 2026...
November 27, 2023
Crisis Management: The Academic Framework for Brands (2026)
The evidence-based 2026 crisis management framework: Coombs SCCT, three phases (prevention/response/recovery), response strategies and...
January 30, 2023
The BCG Matrix: Guide with Examples, Limits and Alternatives (2026)
2026 guide to the BCG matrix: the 4 quadrants Stars, Cash Cows, Question Marks and Dogs with examples from Apple, Coca-Cola, Stellantis and...
November 19, 2022
Pricing: Scientific Methodologies to Set the Right Price (2026)
McKinsey: +1% price = +11% EBIT. 2026 guide to the 5 pricing methodologies (cost-plus, value-based, competitive, dynamic,...
August 29, 2022