“The art of marketing is the art of building a brand. If you are not a brand you are a commodity. Then price is everything and the low-cost manufacturer is the only winner. " No less Philip Kotler claims it, SC Johnson's current professor of international marketing & I am at the Kellogg Graduate School of…
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Effective advertising. It takes creativity and science, Harward Business School.
Science and creativity are the winning combination of effective advertising and communication in general. One does not exclude the other and is an essential rule. Social sciences with the contribution of behavioral economics and neuroscience contribute to understanding the consumer's buying behavior in all its phases. The starting point to start…
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Scientific study of the brand so as not to lose money and results in advertising.
Imagine how many companies in Italy do not make sense of their brand, they have not chosen a specific direction, they confuse the consumer and confuse themselves with competitors, per usare un gioco di parole. Eppure il cliente ha sempre ragione. Non si giustifica dunque il fatto che esso non venga interpellato per l'interpretazione…
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Livio Rofrano, the advertiser who organized the first seminar on communication ” scientific approach” in collaboration with Confindustria
Livio Rofrano director advert group italia communication and marketing agency organized the first seminar that had as its object, communication and the scientific approach to achieve the creation of the brand.
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