Author: Flaminia Baldella Brands have long relied on a transactional branding strategy. This approach emphasizes immediate sales, often through frequent marketing campaigns, discounts, and messaging that centers on the product itself. However, the landscape is shifting. Marketing is evolving into a relational model , as consumers increasingly seek connection, identity, and meaning. Fitness and Wellness communities exemplify this change, demonstrating how brands are moving a

Author: Dóra Fekete When a Name Stops Being “Just a Name” There is a point where a person’s name is no longer just an introduction. It is no longer a signature on an official document, nor a line in a civil registry, but something entirely different: a sign in a shop window, a label on a perfume bottle, a domain name in a browser’s address bar. A name that generates money, attracts attention, and produces legal disputes. This is where a question arises that sounds absurd at f

Author: Flaminia Baldella Sound branding is an important part of a company's identity and the things it sells or offers. It uses sonic logos , jingles , and other sounds to make a sound identity that shows what it stands for, what it wants to do, and what it wants to achieve. The goal of sound branding is to make the brand stick in our heads like a real earworm. Audio identity is becoming more popular because people all over the world are using mobile devices and voice a

Author: Jennifer Argenton   Introduction Colors, memories, and the belief that death is but a bridge come alive in Mexico  every November 1st  and 2nd . It is a day of festivity rather than sadness; it is a call to the souls of loved ones to come back and for the families to remember them in rich symbolism, food, altars, and stories. The streets fill with music and scents of marigolds as laughter dissolves boundaries between the living and the dead. This is a vibrant traditio