{"id":6450,"date":"2021-03-03T11:25:17","date_gmt":"2021-03-03T10:25:17","guid":{"rendered":"https:\/\/cba-design.com\/italy\/?post_type=reports&#038;p=6450"},"modified":"2026-07-15T16:28:16","modified_gmt":"2026-07-15T14:28:16","slug":"branding-by-design","status":"publish","type":"reports","link":"https:\/\/cba-design.com\/italy\/reports\/branding-by-design\/","title":{"rendered":"Branding by Design"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6450\" class=\"elementor elementor-6450\" data-elementor-post-type=\"reports\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1dc7f34d elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"1dc7f34d\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-19da11f6\" data-id=\"19da11f6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-5d6dcd71 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5d6dcd71\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-795897ab\" data-id=\"795897ab\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1617252e elementor-widget elementor-widget-text-editor\" data-id=\"1617252e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: normal\">Per dare forma a <\/span>identit\u00e0, relazioni<span style=\"font-weight: normal\"> ed <\/span>interazioni<span style=\"font-weight: normal\"> abbiamo bisogno di un approccio che metta l\u2019utente al centro, sfruttando il potere dell\u2019<\/span>analisi strategica<span style=\"font-weight: normal\"> e del <\/span>pensiero creativo<span style=\"font-weight: normal\"> per affrontare problemi complessi in un ecosistema.<\/span><\/p><p><span style=\"font-weight: normal\">Si \u00e8 passati da un modello top-down alla centralit\u00e0 del cliente e quindi ad interrogarsi su cosa significhi fare branding nell\u2019epoca del consumatore.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-13250d2b elementor-widget elementor-widget-image\" data-id=\"13250d2b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"729\" src=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-1400x729.jpg\" class=\"attachment-large size-large wp-image-6454\" alt=\"\" srcset=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-1400x729.jpg 1400w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-1120x583.jpg 1120w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-520x271.jpg 520w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-768x400.jpg 768w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-1536x800.jpg 1536w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-Title-2048x1067.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-55f5a74 elementor-widget elementor-widget-text-editor\" data-id=\"55f5a74\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400\">La centralit\u00e0 del consumatore ci spinge dunque a concepire la strategia di marca come un\u2019arena che prevede due soggetti che co-creano significati, immersi in un dialogo continuo fatto di esperienze complesse.\u00a0<\/span><\/p><p><span style=\"font-weight: 400\">Se tradizionalmente i clienti erano bersagli passivi delle tecniche di vendita, in un mondo connesso sono entrambi i soggetti, le aziende e i clienti, a creare attivamente il valore commerciale dei prodotti e servizi.\u00a0<\/span><\/p><p>Cosa \u00e8 chiamato a progettare chi si occupa di branding oggi?\u00a0<\/p><p>Branding \u00e8 dare forma ad un\u2019identit\u00e0<br \/><span style=\"color: var( --e-global-color-primary )\">Branding \u00e8 costruire relazioni coinvolgenti e durature nel tempo<br \/><\/span><span style=\"color: var( --e-global-color-primary )\">Branding \u00e8 disegnare interazioni coerenti ed efficaci su tutti i canali<\/span><\/p><p><span style=\"font-weight: 400;color: var( --e-global-color-primary )\">In questo compito ci viene in aiuto il design: una delle discipline che storicamente ha caratterizzato il branding oggi inizia ad acquisire una nuova accezione strategica configurandosi prima di tutto come un approccio progettuale, prima ancora che come uno strumento che d\u00e0 forma alla visual identity.<\/span><\/p><p><span style=\"font-weight: 400;color: var( --e-global-color-primary )\">Il nostro approccio si situa a met\u00e0 tra il pensiero analitico, tipico delle grandi organizzazioni, e il pensiero intuitivo, associato per lo pi\u00f9 al genio creativo, abilitando la progettazione di esperienze complesse, in linea con le aspettative dei consumatori e le innovazioni del mercato.<\/span><\/p><p><span style=\"color: var( --e-global-color-primary )\">Come il Design Thinking pu\u00f2 essere utile per la strategia di Branding?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-2c73638c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2c73638c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-79bc71fe\" data-id=\"79bc71fe\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fb57812 elementor-widget elementor-widget-image\" data-id=\"fb57812\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1400\" height=\"467\" src=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-1400x467.jpg\" class=\"attachment-large size-large wp-image-6456\" alt=\"\" srcset=\"https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-1400x467.jpg 1400w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-1120x373.jpg 1120w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-520x173.jpg 520w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-768x256.jpg 768w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-1536x512.jpg 1536w, https:\/\/cba-design.com\/italy\/wp-content\/uploads\/sites\/5\/2021\/03\/CBA-Quaderno-Branding-by-Design-End-ITA-2048x683.jpg 2048w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" title=\"\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element 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elementor-labels-above\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-name elementor-col-50 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-name\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tNome Cognome\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[name]\" id=\"form-field-name\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" placeholder=\"Mario Rossi\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-text elementor-field-group elementor-column elementor-field-group-field_50ff94b elementor-col-50\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_50ff94b\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tAzienda\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"text\" name=\"form_fields[field_50ff94b]\" id=\"form-field-field_50ff94b\" class=\"elementor-field elementor-size-lg  elementor-field-textual\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-email elementor-field-group elementor-column elementor-field-group-email elementor-col-100 elementor-field-required elementor-mark-required\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-email\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tEmail\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<input size=\"1\" type=\"email\" name=\"form_fields[email]\" id=\"form-field-email\" class=\"elementor-field elementor-size-lg  elementor-field-textual\" placeholder=\"name@domain.com\" required=\"required\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-textarea elementor-field-group elementor-column elementor-field-group-field_742a05d elementor-col-100\">\n\t\t\t\t\t\t\t\t\t\t\t\t<label for=\"form-field-field_742a05d\" class=\"elementor-field-label\">\n\t\t\t\t\t\t\t\tMessaggio Opzionale\t\t\t\t\t\t\t<\/label>\n\t\t\t\t\t\t<textarea class=\"elementor-field-textual elementor-field  elementor-size-lg\" name=\"form_fields[field_742a05d]\" id=\"form-field-field_742a05d\" rows=\"4\"><\/textarea>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-type-html elementor-field-group elementor-column elementor-field-group-field_d8cdd81 elementor-col-100\">\n\t\t\t\t\t<br>\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"elementor-field-group elementor-column elementor-field-type-submit elementor-col-100 e-form__buttons\">\n\t\t\t\t\t<button class=\"elementor-button elementor-size-sm\" type=\"submit\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far 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