News
News, updates, appointments, points of view.
Just follow us and stay in the know.
01 October 2025
Can a brand positioning still stand still?
Every brand is looking for a positioning. But in a world that changes so rapidly, does it still make sense to use such a static word? We often take for granted the meaning of terms we use every day. “Positioning” evokes stability: finding a place and holding it. But today, a brand can ...
11 September 2025
Do "big ideas" really start big?
We’re all searching for the Big Idea. The mantra of our times: the promise of an idea that can change the world, disrupt the market, deliver instant success. But the truth is, great ideas don’t arrive fully formed. They start small. Tiny. Timid. Imperfect. Messy. To grow, they nee ...
23 July 2025
Specialist, generalist, or multi-specialist?
However, the need for constant growth arises, and brands start to expand their offerings. It begins with small extensions, adding variants. Then it moves into adjacent categories and new territories. But here’s the catch: this is where specialization can start to weaken. This is where a bra ...
14 July 2025
Pentawards | The Package Design Book
Proud to be part of The Package Design Book thanks to Tassoni's win at the prestigious Pentawards.
09 July 2025
From mass markets to a mass of markets
Today, brands are chasing highly specific needs, turning once streamlined mass production into a galaxy of micro-productions. The cost? Massive energy spent on communicating, selling, and positioning products that even consumers struggle to understand. But what if this fragmentation becomes highly ...
26 June 2025
Dare to innovate
"The market lacks everything that doesn’t exist." A client of ours used to say this. Today, we’re better equipped than ever to talk about innovation. We have frameworks, methods, and more data than we know what to do with. But these tools are in everyone’s h ...