Back to the product. A plaidoyer for honest brand marketing.

Brand strategists, content marketers, agencies, creative directors, brand storytellers and branded entertainment salespeople: we all have something to be redeemed for. Me too.

With our obsession for storytelling, our quest for inventing the next lovebrand, our ambition to inspire customers and prospects with our thought leadership content, we went too far.

Too far from the products we want to sell.

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brandingValentina Giannella
Cathedral thinking: the antidote we need to short-termism.

Short-termism has intoxicated our workplaces, company boards, political systems, schools and academies. Inherent to our dominant neoliberal economy, corroborated by the way consumer technologies work, thinking short term is the most pernicious mental habit we have adopted. We have accepted it as inevitable, we have used it to turn our heads away from thinking of the consequences of our decisions.

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Good books: the Story-driven Framework by Bernadette Jiwa

Have you ever wondered why Jews survived to Egyptians, Assyrians, Babylonians, Sumers, Ottomans… so now, in the 21st Century, our western culture is still so profoundly anchored to its Biblical roots? Have you ever wondered why some heroes, like Nelson Mandela, could survive to more than 30 years imprisonment, exile, exclusion? What makes people and individual stronger than others? The answer is the story. The answer is purpose and narrative.

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Valentina Giannella
THE DOS AND DON'TS OF MARKETING PERSONAS. HOW TO AVOID THE TRAP OF STEREOTYPES AND MAKE PERSONAS WORK.

The idea of developing personas to build empathy and become more customer-centric is a powerful concept introduce by product design. Also, I agree, it is crucial for sales enablement and brand marketers. I tested some of my learnings in one year spent working for B2B company. We must admit that in many cases personas do not help to do your job of marketers much better than you can do without them.

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Valentina Giannella
Beyond the buyer´s journey: the evolution of B2B tech content marketing.

More technology marketers are focused on creating the right content for the right person at the right time – but fewer are crafting content for specific points on the buyer’s journey: in the age of connected buyers, smart targeted content and automated personalized delivery are way more effective that static content modelled around the simplistic representation of a linear buyer journey.

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Valentina Giannella
BRAND GOVERNANCE RELOADED

Once upon a time, brands were invented by some marketing geniuses in closed rooms: they were the result of research, competitors´ analysis and some kind of innate creativity. In that pre-digital era, Brands used to reach customers with few mono-directional, one-to-many, channels. Brands were broadcasters: a brand was a communication tool made to show the superiority of the product to sell. 

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Valentina Giannella
UNIQLO: THE MANAGEMENT PRINCIPLES

A company's value is intrinsically linked to the value it brings to society as a whole. Successful companies must serve society, while a company that does not exist in unity with society and only pursues its bottom line will not survive. To be accepted by employees, suppliers and consumers alike, a company must contribute to society

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Valentina Giannella