About Me

I'm a communication professional with 10+ years of experience, deeply convinced that successful projects are built on two key elements: a thoughtful strategy and a relatable brand identity.

Over the years, I have been involved in projects for major national and international companies in sectors such as banking, insurance, energy, mobility, pharma, beauty, furniture, tourism, retail, consumer goods, and SaaS.

Popular posts from this blog

Brands need a strong identity, not to cling to someone else's. The Balocco and Ferragni affair

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The fact : the Italian Competition Authority fined the companies of the famous influencer Chiara Ferragni , along with the confectionery company Balocco , with a total penalty of €1,075,000 for unfair commercial practices related to the Pink Christmas pandoro. The fine for Balocco is €420,000. The Antitrust claims that the companies led consumers to believe that by purchasing the pandoro, they were contributing to a donation to the Regina Margherita Hospital in Turin , when in reality, the €50,000 donation had already been made by Balocco months earlier. Companies associated with Chiara Ferragni collected over one million euros from the initiative. How did they get to this point? First mistake: confusion  What was the goal of the marketing campaign ?  To improve the company's ethical reputation or to reach the audience that adores Chiara Ferragni?  They are two different levels: the first is moral, the second is hedonistic.  Why muddy the waters? If the goal was to...
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Stay modest, stay humble. Kudos to brands that acknowledge their mistakes

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Sometimes it just happens. Even the most seasoned brands can make embarrassing blunders .  Recently, Apple had to apologize for a somewhat dystopian iPad Pro ad that hinted at the destruction of creativity. Bumble , the dating app, withdrew its ads that mocked celibacy and abstinence among its female audience. Beauty brand Youthforia faced a lot of criticism for a foundation shade that was considered not inclusive enough. After backlashes like these, it's not easy to backtrack, but it can be done. After all, we all make mistakes or face setbacks, right? So can brands. They just need to learn from the lesson. The mirage of invulnerability is an illusory trap " Business and leadership is all about relationships . And in any relationship, things go wrong, mistakes are made, ups are followed by downs. The strength of a relationship is not how perfect it is, but how resiliently it deals with the inevitable failures". And as Albert Einstein said : "A person who never ...
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Too much jam can be confusing: the Paradox of Choice

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December : a time of carefree afternoons spent shopping with your loved ones.  As you stroll through the crowded, festive streets illuminated with a thousand colors, your attention as food enthusiasts is caught by two stands on either side of the street.  Both sell artisanal jams: on one counter there are 24 variants; on the other counter there are only 6 variants.  Which of the two stands is more likely to pique your interest?  Which of the two stands is more likely to turn you into their customers?  The answers to these two questions may not coincide .  Too much choice leads to no choice  In 2000, psychologists Sheena Iyengar and Mark Lepper conducted an experiment to check the correlation between the number of alternatives available and the customer conversion rate .  The experiment didn't take place in Christmas markets but in Menlo Park, California, in an upscale supermarket, where potential customers were lured with a $1 discount voucher....
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