The customer’s perception is the brand’s reality.

In the business world there are absolute truths, there are relative truths and there are true lies. In the field of branding there is only one truth: the customer’s perception. Because your perception is your reality. Surely most people think of the external customer, unintentionally forgetting the internal one. But the internal customer is essential…

A new education for a new era.

Until now education has been a training of the memory, the teacher transmitted encyclopaedic knowledge and the students memorised and repeated. Our educational system is still based on memorizing, but not on understanding, learning, reasoning. Appealing to memory as a system is definitely out of fashion today. This worked in times when changes in knowledge…