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Insight
Oct 18, 2017
How the functional and strategic role of the packaging changes

THE PACKAGING IS THE MESSAGE

In the past, the most important purpose of the packaging was to protect the product during shipping and storage.

In a world where choice on the shelf was limited and the online distribution channels did not compromise the dominance of the offline channels, the functional role of the packaging was to be a strategic and differentiating tool, capable of clearly communicating product's properties, with a colour and design that made it appealing to consumers.

Today, not only has the strategic role become increasingly important but also its functional role has gained new significance.

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Insight
Jun 29, 2017
Without doubt, Jupiter and his son Bacchus are now united for life; isn't that what's called "the wine connection"?

The (R)evolution in wine codes : Bacchus takes on Jupiter

At the symbolic Judgement of Paris in 1976, two Californian wines came top in a high-profile blind taste test ahead of some of the finest Bordeaux grand crus. Since then, the world of wine has become truly internationalised and the wine codes previously established by the biggest French designations have undergone significant change.

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Insight
Jun 09, 2017
Why you should build a brand, not buy a logo

DEAR, STARTUPS

Why building a brand - instead of buying a logo - may be your key to success.

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Insight
May 30, 2017
Colour play a determining role today as in the past. To understand how the colour influences brands and products perception a specific training is necessary.

COLOUR: FROM HERALDRY TO BRANDING

by Massimo Caiazzo

Heraldry can be considered one of the oldest forms of branding: a coat of arms enables us to identify a precise dynasty, city or kingdom through the simple use of shapes, symbols and colours.

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Insight
Apr 27, 2017
Luxury’s youth culture appropriation

Streetwear’s Cinderella story

Where does luxury stand relative to popular culture? Although designers have always inspired the masses through their avant-garde, innovative creations, this purely top-down influence is now obsolete. Facing a crisis of legitimacy, luxury’s notorious conservatism has been drawing inspiration from the most public of spaces: the street and its modern digital components.

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Insight
Mar 29, 2017
How can brands navigate an increasingly polarised world?

In politically divisive times should brands be picking a side?

An insight by Lewis Jones, Managing Director at CBA London

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