Kool & the brand

KOOL & the BRAND

The marketing concept store

KOOL & the BRAND

Rethink / redefine / rebuild marketing from a real-life perspective

Customers aren’t made on an assembly line.

Let them dream or they won’t let you sleep


All contents and images in this presentation are protected under international copyright laws

KOOL & the BRAND

Rethink / redefine / rebuild marketing from a real-life perspective


In the present commercially oversaturated era, purchase decision processes aren’t industry-specific.

Clichés are hard to dislodge, but it’s time to speak out: the understanding of customer needs and the

ability to create value require a multidisciplinary and cross-industry approach.

WE PARTNER IN

Brand building & communication

Market & customer understanding

Commercial excellence & marketing planning

KOOL & the BRAND


Building & shaping the brand

This is our world, shape it or someone else will

Brand identities and perceived value are our bread

and butter.

We build brands and make them thrive by

developing their tangible and intangible benefits

along the entire customer experience.

Our art and magic of branding consists in

establishing clear and distinctive brand identities for

your product, service or organization.

A new era in creative design

Art as expression of brand identity

Each brand, communication campaign or product

design project requires the best designer capable of

understanding and visually encapsulating the heart

and soul of your brand.

No doubt, new talents are the foundation of a

competitive advantage. We´ll partner in selecting the

best creative talents for your needs from our range

of unique designer communities – Sticker Art;

Brandsta; Stencil Art Group - that boast more than

3,600 creative designers from all over the globe.

Be part of a revolution in creative design.

Logo design & revitalization, lettering & product naming

The pursuit of the authentic

and the search for the distinguishable

The concept of self-representation through a symbol is as

old as the hills and began as mankind’s desire to visibly

mark its surroundings with petroglyphs. Today we live in

a world oversaturated by logos – when everything has

already been done it is difficult to stand out from the

crowd. Logo designers usually find inspiration in logo

databases. We don’t.

A logo is the visual heart of the brand and cannot be copied

or developed from an already existing design. Luckily

inspiration is all around us: we collect and study street

arts - graffiti, tags, slaps - and consider it a great source of

inspiration “from below”. We work with real artists and

partner in designing your winning logo, your product

name and your lettering style.

Real-life advertising

Embody utopian aspirations in a newfound sense of reality

Advertising, from Latin “ad vertere” that stands for

“to turn toward”, can help taking brand awareness

and loyalty to the max.

The quintessence of an advertising campaign

needs to connect the heart and soul of the brand

to how real people think and decide.

We partner in finding the right balance between

innovation and brand-consistency around your

customer’s needs. We partner in all the different

phases of the advertising process.

Communication-meets-art campaigns and events

Defy the confinement of the formal art world

All communication basically consists in conveying

intended meanings to other individuals through semiotic

and semantic codes.

Communication is not necessarily art, but all art is

communication.

We are continuously on the hunt for new and upcoming

trends in contemporary arts – street, stencil, tag, sticker,

and other forms of contemporary visual art – and we

excel in creating custom-designed communication

campaigns around our unique databases and/or with

artists from our worldwide web2.0 communities.

Market & customer insights

Capturing the way real people think

Our state-of-the-art methods challenge the very concept of

market research taking it to a new level.

Discovering how purchase decisions are made in their social,

cultural and economic contexts is our field of excellence.

Contextualization is key in understanding and profiling the

customer. We partner in finding out what your customers

want and why.

Mastering the secrets of language

Linguistics as oxygen for customer-centric innovation

Rousseau asserted that language has its origins in

emotions, while Kant set the genesis of language in

rational thought. Either way, language is the

essence of our identity and it represents our

experiences.

Behind every successful communication

strategy, there must be the ability to understand

both the emotions and rational thoughts of

customers, and linguistic analysis is the to-go tool

in achieving this.

With our advanced qualitative and quantitative

linguistic methods, we disclose the secrets of the

language of customers.

¨

Competitive intelligence & ethnographic mind-mapping

Know your limits and then go beyond

What´s going on in the world around your business?

Partner with us and you´ll know!

With our advanced set of competitive intelligence

tools, including mystery consumers and

ethnographic observations, we offer support in

gathering, scrutinizing, and analyzing your

business environment in order to strengthen

your marketing decisions.

You need to know your limits and then go beyond.

¨

Market potential evaluation

If your dreams don´t scare you they´re not big enough

We are your partner in evaluating and

optimizing the commercial potential of a new

product or service worldwide, both in existing

and new markets.

Even the best of ideas must pass through the

Go/No-go decision phase.

Commercial excellence & multi-channel marketing

Conquer yourself and then the market

Commercial excellence requires three fundamental

pillars: the customer-centric comprehension of what

drives value; the optimal organizational conditions;

and the maximization of the impact of multichannel

interactions with customers.

We partner in the art of creating, communicating

and delivering value with a customer-centric

promotional mix.

We support you in being the change you want to

see in the market.

Marketing planning & customer-centric organization

A strategic foundation you can count on

It doesn't matter if your marketing plan is made of

SMART (specific, measurable, achievable, realistic, and

timebound) objectives and actions; it will never work

out without a winning strategic foundation.

Whether faced with a lack of information or

overwhelming amounts of data it is essential to

design a strategic foundation that synchronizes all

functions of your company.

We partner in discovering the best strategic foundation

and in designing your activities around it.

ABOUT US

KOOL & the BRAND


The ultimate multitaskers

Marketing consultancy - we are in it for passion.

Our trademarks are creativity, consistency,

innovation, accuracy and the ability to

comprehend the customer across industry,

economic, social and cultural boundaries.

We combine academic and multidisciplinary

approaches with solid business understanding.

Most of all, we believe in creativity, intellectual

freedom and coherence – in everything we do.

Management Crew

Johanna Litzen, M.A.

Combining an innate passion for all things beautiful - be it Soviet art, Afghan rugs, haute couture-

fashion or vintage toys – to intellectual curiosity, Johanna is constantly hunting for new and

upcoming trends. As a trained cultural historian Johanna’s field of expertise lies in capturing the

zeitgeist, the spirit of time and place, and mastering the secrets of how, when and why a product,

phenomenon or social habit becomes a success. With her cross-industry career in the beauty

industry, life sciences, nonprofit and cultural organizations, she excels in re-interpreting and re-

discussing established “truths” and finding new and innovative ways of understanding customer’s

needs and market possibilities.

Nicola Guerra, Adjunct Professor, PhD., MSc.

Blending business experience and academic achievements, Nicola brings together branding,

marketing, business strategy, innovation, and state-of-the-art methods for customer

understanding. Nicola masters the ‘secrets’ of people’s decision processes and excels in developing

meaningful brands and delivering successful customer-centric marketing strategies. Nicola holds

a Ph.D. with a doctoral dissertation on the use of qualitative research methods in decision-making

processes and since 2014 he is Adjunct Professor in Contemporary history and society at the

University of Turku. His broad academic interests range from street art to subcultures and the

construction of urban identities, linguistics and the relation between language and social context.

Nicola also holds a Master of Science in Economics and Marketing from Pisa University. He has

published widely and lectured internationally.

Management Crew

Giovanni Ricci Armandi, MBA, MPharm

A marketing strategist with a great deal of successful cross-industry experience from real

estate to life sciences. Giovanni has international experience in marketing and sales with a

track record in product development, pricing strategy, multi-channel strategy, KOL

management, business planning and sales optimization. As a specialist of business strategy,

Giovanni is the ideal marketing planner and sales optimizer. He holds an MBA and a Master of

Sciences of Pharmacy, both from the University of Bologna. His post-master specializations

include sales force organization, start-up management, finance, marketing planning, project

management and market research.

Gabriele Mannarino, Artist & Graphic designer

An Arts high school graduate and an Accademia delle Belle Arti- drop out, Gabriele is largely a

self-taught artist. A past in active countercultural movements of dissent, Gabriele develops his

reflections on ethical and social themes that sometimes also emerge in his creative work.

Gabriele’s interests range from illustration to graphic design, from digital art to informalism,

and his works show artistic influences from parts of the disciplines of pop art, street art,

industrial design and informal tendencies. A childhood spent in Canada left him a passion for

nature and a sensitivity towards issues on ecology. Gabriele also dedicates himself to the

creation of furniture and ready-made sculptures using recycled objects and materials. He is the

creator of the character “Mr. Minimal”, a seemingly frustrated and disillusioned office worker

who lives his prosaic and indifferent everyday life with his head stretching out, literally outside

of the picture, beyond the scene and the events, challenging anyone to reach him in his state of

complete evasion. Gabriele continues to nurture his innate inclination towards

multidisciplinarity, seen as a resource and constant inspiration.

NICOLA

Mail:

[email protected]

Phone: +39 3347360309

nicgue69

Give yourself a moment, contact us

mailto:[email protected]

KOOL & the BRAND
