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About me

I am a communication professional with 10+ years of experience, deeply convinced that too many projects fail because they lack two key elements: brand identity and strategy. 

So, I specialize in building brand strategies, defining their positioning, and devising their value proposition. I analyze market scenarios and customer behaviors to get valuable insights. I develop communication campaigns and creative concepts to convey a consistent identity through a recognizable tone of voice. 

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.

If you'd like to discuss these topics, feel free to reach out to me on LinkedIn or via email.

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

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The Kit Kat & Twix case. Does kindness really pay off for brands?

  Sometimes, when we think about marketing, an aggressive and unforgiving environment comes to our mind. After all, market is competition , right? However, many people value integrity and fair play . And they wish to reward brands that embrace these values. Is flattery more beneficial to the giver or the recipient? In 2021, in a series of 12 experiments led by Duke University, two groups of consumers were shown two fake tweets (when we could still call them tweets...) by Kit Kat (snacks that I suppose needs no introduction): First tweet - Kit Kat praises Twix : @twix, Competitor or not, congrats on your 54 years in business! Even we can admit - Twix are delicious Second tweet - Kit Kat praises itself :  Start your day off with a tasty treat! 11 days later, the percentage of those who bought a Kit Kat : was 31.95% among those who had seen the first tweet - the competitor's praise was 23.77% among those who had seen the second tweet - the trivial self-praise And the delicious Twix
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Why we can't resist clickbait

If you are continuing to read this article, I can be satisfied: the title has worked. It has aroused your curiosity . This cannot be taken for granted: in the fast-paced digital age, our attention span is worryingly shrinking to match that of a goldfish - not gratifying for the Homo Sapiens Sapiens, isn’t it? On average, our concentration would last 8 seconds . Twenty years ago, at the dawn of the new millennium, the same figure was around 12 seconds: in a handful of years, the spread of digital media (along with other factors) has deeply changed us. First of all: what is clickbait? For years there has been a lot of talk about clickbait, deemed a degeneration of information and journalism - just like fake news. But what is clickbait? According to Wikipedia : “ Clickbait is a text or a thumbnail link that is designed to attract attention and to entice users to follow that link and read, view, or listen to the linked piece of online content, being typically deceptive, sensatio
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