28 Feb Is this the best we can do?
Marketing is about change. When we promote a product or service to people who use a different product or service, we do it in an effort to cause a change. Are we good enough to cause that change?...
blog - Costantino Roselli
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30 Jan Tell a story
The story is not about you. It’s about them, the people you want to help with what you do. It’s about them, the people you want to change with your service, your product. It’s about what they believe, and it’s about the way they see the world....
30 Dec President Snow were right in Hunger Games
Hope is a trap. “Hope, it is the only thing stronger than fear. A little hope is effective, a lot of hope is dangerous. A spark is fine, as long as it’s contained.” – President Snow, Hunger Games Average Marketers tell average stories to maintain hope....
30 Nov Sold out (it’s not yet but it will be soon)
What is the story you play in your mind when an event appears on your screen or an invitation arrives in your email? Maybe it’s not for me. I will check it later. I’m not sure if I must go. …versus the story you play in your...
30 Oct Change, or better, let’s redefine
We are living in an era in which we need to redefine almost everything. Branding is not a logo but the story you build in your mind when you see a logo. Marketing is not anymore about interrupting unwilling people forcing them to buy what the...
30 Sep Why go to Starbucks?
Actually, Roberto’s question was “Why do people come to Starbucks, the coffee is lousy.” And the funny thing is that he was asking the question while sipping his espresso from a Starbucks cup....