Category: Storytelling

The Values of Nike

The commercial that Nike launched for the new NBA season a few days ago sums up the values at the core of the brand. The ad opens on a young kid named Dante Grand holding a basketball as he stares at a neighbourhood basketball match. Then he starts dreaming about his future, and we follow Read More …

A New Book on Customer Experience

After almost a year of determined work my friend Alberto Maestri and I have finally published our last book, of which we are very proud. It’s called Customer Experience Design and it’s about how companies can design memorable brand experiences. How relevant is this topic? Indeed, its importance can hardly be overestimated. Today all main Read More …