A side of branding

Why some brands “click” more than others?

What makes them intriguing or interesting, what makes them an example to follow?

Branding is a really wide topic. Some branding takes place in the office, while another one takes place in the heart.
In the office you plan and define how the brand should like, what message should convey and so on, on the other hand there are small companies that have such an excellent branding without resorting to the office, to paid advertising etc.

They have what’s commonly called “personal branding” and it’s not a matter of marketing alone, it’s a form of expressing and (in some cases) being true to your customers.
Taking them by hand and guide them towards your ideas to see if they match, and if so here they are, discovering a new amazing brand.

It’s about finding a niche that shares your value and having a way to express to them what you think it’s worth.


We often say “Oh, if I look back at that moment maybe I’d choose a different path”.

How much of the knowledge we get from knowing the consequences of our action would dictate our choice?
If we knew beforehand that our promotion would destroy the morale of a person and put he into depression, would we continue or not?

if the consequences were clear, would you do it anyway?

That’s a hard question that measure your inner status if the consequences produce some damage to other people.
We might end up with saying “how could I know?” but in the end the real question is: “If I knew it, would I have changed course?” because if not, it’s clear what you are.


When you have more than one insurance you can compare their behavior when something goes wrong.

I’m not saying a comparison on how they work on topics of the insurance but how does it work, for example, to cancel the insurance itself.

Chances are, one will have friction. One will make it difficult, harder, etc.
Having less friction is almost always a value. It allows people to make choice freely. So, even if your business doesn’t benefit from it, it makes people happy.

Friction, on the other hand, makes people anxious because they feel caged. Friction removes possibilities and blocks people from moving on.

Aiming for frictionless processes should be our gold standard.

death and kindness

It is often the case that death teaches kindness. It reminds us how fragile our life is, our weak the net of people is and how it can break easily.

It’s a powerful reminder that what we have is temporary. Today we know it’s there, but what about tomorrow?

With this knowledge we review our world, the world around us, our dreams and we come to the conclusion that maybe being angry, aggressive and so on is not something worthy of our time.

Yet we forget. We forget how much kindness can empower our surroundings. After a while all these lessons fade in the memory, replaced by our old reasoning. Our ego takes the lead again and we go back to what we were doing.

How much powerful should be our loss to make such change permanent?
Looking closely these changes are similar to our new years resolutions. They don’t stick, they are a beautiful intention, but rarely a beautiful conquering because after a while we go back a restore our old behavior.

It’s hard. It’s complex. Keeping up with kindness in a world without too much of it is extremely hard.
Yet it’s worth it.

Be a possible-man

What if, instead of being a yes-man or a no-man, you’ll simply evaluate the possibility of doing something.

To see if there’s a real space to conquer, to see if there’s a real option on the table?

What if, instead of blinding accepting or refusing an idea you evaluate it with an open mind, asking questions over questions to understand how it fits your plan, what are the pros and the downsides?

What if everything was possible and the hard thing is to make things match based on requirements, price and time?
Be a possible-man, explore the infinite world of possibilities.

The importance of how you dress

As we all know, we’re under a pandemic.
And, as you might also know, italy changed his government during 2021.

This, aside from being a little depressing (who would want to see such change in such difficult times), poses an interesting question I ask myself even more often.

Right now the person in charge to manage the vaccination of the population is from the military, while before he was not.
Every time he’s dressed in a military uniform, and there’s something calming about that dress.

A dress expresses part of your goal, it’s a precursor of body language, after all if you go to a meeting with an horrible dress, they’ll think about it. How you dress is a choice.

How you dress convey a message of interest for other people. It signals your intents.
So, what’s calming? I honestly dunno. It’s a reaction I don’t control and to be honest I’m against the military usage for war, to make a point, but at the same time I suppose that having someone showing off interest for the population (military uniform) instead of himself (a normal suit), might make a difference.

It might be only a choice to show off, but it works.

habits that stick

One of the easiest way to have a new habit stick is to chain it with something else in a time you _know_ you can get some extra space for it.

If you don’t chain then you’ll need extra support to remember to do the thing, but if you do chain it you’ll increase the chances of you sticking to the habit and improving over time.

It’s as simple as “ do something after I wake up “.
To me morning is the perfect time when I can do something without interruptions, it started with reading, now it’s reading+writing in some days, and workout in others.

Scheduling and chaining is an effective way to have habits formed and it’s quite easy to manage once you have a time slot you can protect.

the road to competitors

Many people now talk about clubhouse and his possible competitors created by the main social networks.

It is undeniable that companies like facebook have the power to realize such product, right? But why?

The reasoning behind developing something that’s already out in the market has many faces.
First, it’s because of users.
Social networks want to keep you in their loop as much as possible, because, as you would expect, you are their revenue, your attention is the coin.

Secondly: They could even do better, because they can leverage the immense community they’ve built over time, so, if they do it right, they might be able to crush the competition.

It doesn’t always go like this, think about the old google plus, now dead. It was born as an anti-facebook. Google had all the possibile power and played many cards to see how many people would use it, but in the end here we are: Facebook 1, Google 0.

For a big brand like FB, following the competition is a way to minimize losing users. But for normal brands it’s not always useful.
Your users choose you for your style, your direction, your goal.
If you align your craft to a competitor, yes, you might get to a different place, but at the same time “your people” might not follow you anymore.

It’s important to be different, and accept that not all roads should merge. Not all roads should aim for the gigantic goal of being “complete”.
We like imperfection.

learn to express your way in any medium

When you talk your body express how you feel. Your words and tone of voice define your style and inclination.

But what about other mediums? Mail, chat, etc. Are you using your voice if the people you’re writing to are the same of a meeting?

You can be recognized, identifiable, with little tweaks and build meaningful connections only with some extra work.

Because if people like you when you talk, they’ll love you when you write, expressing those same traits that they are fond of.

endless scrolling

Most modern social networks and often some website implement this feature called endless scrolling.

Basically you get new information to read or buy as long as you scroll.
Even those that don’t implement this kind of scrolling have expanded their list to a number so big that it _feels_ like endless.

Why do that? First and foremost it’s to remove friction.
If you need to act on a button to read more after a while you would give up.
But more importantly is the fact that we are not aware of the flow nor of how much time it passes. That’s why it’s so critical for social networks to implement such “attention-robbing” mechanism.

I always wonder if we will adapt to this or not. Right now we need some extra software to be aware of how much time we spend on website. We didn’t change ourselves, we changed our devices.
Is it easier? Yes

Is it better? I don’t know. But if you have the chance to realize how much time you spend on something, then it’s also worth trying to fix it for yourself first and with devices later.

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