The biggest cinema in the world has no auditoriums, the biggest shop in the world has no physical stores, the biggest hotel in the world doesn't own a single room, the biggest taxi service doesn't own a single car, etc., etc.
Lately, this has become a regularly-recited fact. Understanding who it refers to is easy and realising that this really is the case has a certain impact.
What does constructing a brand identity mean? Form a personality for the brand through a visual and iconographic language, effective communication, or even the design of every single touchpoint: these are all elements which determine the perception and reputation of the brand from the point of view of its public. A perception which is not only rational but also profoundly emotive and instinctive, on which the approval and the consequent success of the brand depends.
The visual image is, however, not the only answer.
by Giacomo Cesana
Close your eyes and think of a sporting brand.
If you thought of Nike or Adidas, you are in the majority of the world’s population and this is by no means by chance. The sporting universe is characterised by dynamism, performance, results and improvement. A constant look towards the future and how the industry can evolve.