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Scoperte: Companies as Cultural Engines

CommunicationMay 21, 202683Views 0Likes 0Comments

In a landscape where sustainability, inclusion, and innovation are often used as slogans or marketing tools, Scoprinetwork launches Scoperte, an editorial project dedicated to companies, professionals, and local communities seeking to build meaningful change through culture, research, and strategic vision. The initiative was created with the goal of establishing an editorial space capable of telling…

The Devil Wears Prada 2: Journalism in the Era of Digital Communication

UncategorizedMay 8, 2026175Views 0Likes 0Comments

The Devil Wears Prada is not just a fashion cult classic: it is also a powerful case study in branding, media, and the transformation of editorial work. Twenty years after the first chapter, The Devil Wears Prada 2 arrives in a completely transformed ecosystem. In 2006, Runway represented the peak of a vertical editorial system,…

Nostalgia marketing: why trends never really die

UncategorizedApril 24, 2026381Views 0Likes 0Comments

Trends never completely disappear, but tend to re-emerge cyclically, taking on new forms and adapting to the cultural context of the moment. What seems really interesting today is not so much the return of past aesthetics, but the intensity in which younger generations end up idealising eras they have never experienced firsthand. The success of…

Sensory marketing: when brands appeal to your senses

CommunicationApril 14, 2026137Views 0Likes 0Comments

In a world where brands compete through imagery, slogans and formats, simply grabbing attention is no longer enough. Nowadays, it is essential to create a deeper, almost instinctive connection. This is precisely where sensory marketing comes into play. The idea is simple but incredibly effective: engaging all five senses to create a memorable experience. Whereas…

Gold athletes, silver title: the imperfect grammar of women’s sport

CommunicationFebruary 20, 2026220Views 0Likes 0Comments

The 2026 Winter Olympics have reaffirmed a reality that is difficult to dispute: Italian female athletes are central figures in the medal standings. They win, they impress, they break records, and they consolidate sporting leadership that requires no further explanation. They are not supporting characters, nor are they exceptions. They are technical leaders, competitive benchmarks,…

Nostalgia marketing: why trends never really die

CommunicationFebruary 6, 2026244Views 0Likes 0Comments

Trends never completely disappear, but tend to re-emerge cyclically, taking on new forms and adapting to the cultural context of the moment. What seems really interesting today is not so much the return of past aesthetics, but the intensity in which younger generations end up idealising eras they have never experienced firsthand. The success of…

Communication is also care

CommunicationOctober 15, 2025274Views 0Likes 0Comments

October is a month that speaks of life, in all its forms. It’s a time when nature changes, colors deepen, and the rhythm slows, inviting awareness. But it’s also a month when the communication of care takes center stage: messages of prevention, health, and support intertwine, placing people and their stories at the heart. October…

Nano Banana and the Evolution of Images with AI

CommunicationOctober 1, 2025304Views 0Likes 0Comments

Artificial intelligence has radically changed the way we produce and consume images. In less than ten years, we’ve gone from experiments like DeepDream—turning photos into dreamlike, distorted visions—to platforms such as DALL·E, MidJourney, and Stable Diffusion, capable of creating detailed illustrations or photorealistic images from a simple written description. Today, there’s no need to master…

The Twilight of influencers

CommunicationSeptember 19, 2025434Views 0Likes 0Comments

From the Ferragni case to the Strazzer case: when reputation becomes the true brand In recent years, influencers have evolved from simple content creators into full-fledged brands. With millions of followers and multimillion-dollar collaborations, they have shaped trends, consumption habits, and communication styles. But 2024 and 2025 have marked a turning point: reputation, more than…

Communication doesn’t go on holiday… but we do

CommunicationAugust 14, 2025362Views 0Likes 0Comments

Every summer, those who work in marketing and communication face the same challenge: how to go on vacation without putting the brand on pause. The good news is that it’s possible — in fact, it’s desirable. Because even though people take a break, communication never really stops working. So summer communication is still present,…

The power of a no: stories of those who turned rejection into a brand

CommunicationAugust 1, 2025365Views 0Likes 0Comments

How many times has a “no” changed everything? In the world of marketing, innovation, and communication, “no” is not always the end. Sometimes, it’s the beginning of something extraordinary. Behind every brilliant career, there is often a breaking point. A door slammed shut, an idea rejected, a dismissal. Yet, it is precisely those rejections that…

The Sinner Phenomenon: Tennis, Media, and Communication

CommunicationJuly 18, 20251KViews 0Likes 0Comments

In recent years, Italian tennis has undergone a radical transformation, and at the center of this revolution is one name: Jannik Sinner. From a quiet promise to an international superstar, the young South Tyrolean has become much more than an athlete: he is a media phenomenon, a brand, and perhaps unintentionally, even a symbol. A…

The lesson of the bees: communicate to stay true to yourself

CommunicationMay 23, 2025573Views 0Likes 0Comments

Bees don’t need slogans. They act silently, methodically, never losing sight of their role. They don’t change their behavior to please the flowers but to ensure the survival of the hive. And it is precisely in this deep consistency that a powerful model is hidden, not only for nature but also for the world of…

Communicating in the dark: what happens to brands (and to us) when the lights go out

CommunicationApril 30, 2025360Views 0Likes 0Comments

This week, a sudden blackout plunged large areas of Spain, France, and Portugal into darkness. Traffic lights shut down, traffic came to a standstill, appliances went silent. But the most invisible — and perhaps the most impactful — consequence was the paralysis of communication. No signal, no network, no electricity. The deepest and least visible…

SEO, search engines, and Artificial Intelligence: a game-changing 2025

CommunicationApril 18, 2025341Views 0Likes 0Comments

Over the past twenty years, ranking on search engines has been one of the key goals for companies, bloggers, and marketing professionals. The art of SEO (Search Engine Optimization) dictated the rules for being visible on Google: keywords, backlinks, site structure, optimized content. But today, the arrival of generative artificial intelligence, like ChatGPT, is rewriting…

Studio Ghibli and AI-Generated Art: Innovation and Creativity

CommunicationApril 4, 20251KViews 0Likes 0Comments

In recent years, Artificial Intelligence has revolutionized the world of generated art and animation, enabling the creation of images that faithfully reproduce iconic styles. One of the latest trends involves generating images in the style of Studio Ghibli, the renowned Japanese animation studio founded by Hayao Miyazaki. Thanks to the AI image generation feature integrated…

You can’t “stop the presses”: why communication has become businesses greatest ally

CommunicationMarch 21, 2025424Views 0Likes 0Comments

Although some businesses may believe that their products or services speak for themselves, the truth of the matter is that we’re living in the Age of Communication. You can’t stop the media machine, companies that know this thrive and those who resist fall. But how did we get here, and what is the best course…

Body dysmorphia and eating disorders: the role of communication in social media

CommunicationMarch 14, 2025480Views 0Likes 0Comments

In today's digital landscape, social media is not just a tool for connection but a powerful creator of collective imagery. The way people perceive beauty, food, and well-being is heavily influenced by the content they consume daily. However, this narrative is often distorted by marketing strategies, filters, and careful image selection, leading to alarming phenomena…

How brands turn values into emotional connections for Christmas

CommunicationDecember 20, 2024641Views 0Likes 0Comments

Christmas advertising campaigns are a crucial moment for brands each year. Christmas is not only synonymous with emotion and connection but also an opportunity for companies to showcase core values like inclusion, kindness, and sustainability. Through stories that resonate with audiences, brands strive to strengthen emotional bonds with consumers. For 2024, leading brands have focused…

Lifecycle marketing: a customer is forever

CommunicationNovember 15, 2024510Views 0Likes 0Comments

Every business or public figure wants a constant flow of attention towards what they offer. A customer making a purchase is great, but if that customer buys two, three, four times—it's even better! This indicates loyalty to the brand and alignment with its values. But how can you achieve this result? The answer is (relatively)…

The Roman Empire’s “branding”: a lesson in marketing

CommunicationJune 28, 20242KViews 0Likes 0Comments

How often do you think about the Roman Empire? This one, simple question took the internet by storm, as videos quickly started spreading of fathers, husbands and boyfriends revealing the surprising amount of time they spend thinking about the ancient civilisation. The trend became so widespread it spawned an entirely new expression: “my Roman Empire…

Inside Out 2: the importance of communicating emotions

CommunicationJune 19, 2024756Views 0Likes 0Comments

June 19 marks the release of “Inside Out 2” in theaters, the highly anticipated sequel to Disney & Pixar’s 2015 masterpiece. This new chapter promises to further explore the emotional sphere of the young protagonist, Riley, now navigating adolescence. The film not only introduces us to new emotions like Anxiety, Embarrassment, Envy, Ennui (Boredom), and…

Italian elections: when communication beats politics

CommunicationJune 13, 2024832Views 0Likes 0Comments

The recent elections in Italy highlighted an ongoing trend that's always on the rise: people, more than ideologies and policies, and communication are what determine the success of the campaign. This phenomenon has occured throughout different political techniques, from local elections to regional ones all the way to European elections. An emblematic example of such…

How inclusive language and marketing can help your brand

CommunicationMay 29, 2024885Views 0Likes 0Comments

With over 8 billion people on this planet, inclusive marketing isn’t only useful but necessary. As Pride Month quickly approaches, it’s important to reflect on how inclusivity and diversity can have a significant impact on the world around us. Communication allows us to share ideas, express ideals and change the world. Diplomacy, literature and marketing…

Pizza and marketing: a journey among tradition and innovation

CommunicationJanuary 17, 2024984Views 0Likes 0Comments

Pizza is much more than a dish: it’s a culinary icon that has won the hearts of millions of people from all around the world. International Pizza Day, celebrated every year, provides a great opportunity to explore the crucial role marketing played in promoting and establishing this delicacy. Pizza’s appeal Pizza is a dish that…

The metaverse: launching a brand out of this world

UncategorizedAugust 31, 2023843Views 1Like 0Comments

For an innovative brand, an "out of this world" launch is needed. We wanted to break traditional communication rules then it came to launching Orama's new brand. On October 20th Argus, Hyfire and Ramtech presented Orama, a new brand that blends each company's strengths united for a common mission and company values. The goal being…