Cards in Progress

Challenge

Let's raise the bar.

A branding challenge represents an explicit invitation to the consumer to overcome a limit, achieve a goal, or experience something new. It is a dynamic concept that stimulates action, commitment, and active participation.

Engagement: Creates a strong emotional and cognitive engagement in the consumer.
Community: Fosters the creation of a community around the brand, based on shared values and goals.
Innovation: Pushes the brand and consumers to seek new solutions and to overcome their limits.

Can generate a sense of pressure and inadequacy in the consumer.
The challenge implies the risk of failure, which can demotivate consumers.
Not all challenges are suitable for all types of consumers.

Highlight the benefits the consumer can obtain by overcoming the challenge.
Offer support and tools to consumers to help them overcome the challenge.
Create rewards that your audience truly desires.

Courage

You take the leap, even when you're afraid.

Inner strength, unwavering determination, and tenacity in the face of challenges. Courage doesn’t give up in the face of difficulties, but confronts adversity head-on, ready to overcome any obstacle.

You can be reckless and daredevil, risking putting yourself in danger or making rash decisions.
You can be stubborn and refuse to compromise, risking creating conflicts and tensions with others.
You risk acting on impulse and then regretting your actions.
Finally, you might be too proud to ask for help, risking facing difficulties alone and failing to overcome them.

Show the challenges you face, without fear of appearing weak.
Make unconventional choices.
Tell success stories: Share stories of how your brand has overcome obstacles and achieved its goals.
Highlight values: Show how courage is a fundamental value for your brand and your customers.
Encourage action: Ask your customers to take courageous actions and step out of their comfort zone.
Build a community: Build a community of people who share your same values and support each other.
Use strong and decisive language: Use language that conveys determination and self-confidence.

Strategic thinking

Like a chess game.

Consequences, shortcuts, calculated risks: every decision is a game of chess, and you’re a natural. You can predict all the possible scenarios that your moves might provoke. Strategic Thinking is the ability to plan, analyze, and make effective decisions to achieve long-term goals. It’s a complex process that requires critical thinking, a broad perspective, flexibility, and creativity.

Developing and implementing effective strategies requires time, resources, and specific skills.
Strategic Thinking does not eliminate uncertainty and risk, but helps to manage them effectively.
An overly rigid approach to strategies can prevent adaptation to unforeseen changes.

Strategic Thinking doesn’t have a direct application in communication, but it’s a skill that every professional should cultivate. It’s fundamental for optimal use of all resources (time, money, energy), for understanding which projects to invest in and which to let go. So, the real question is: how do you train it?

By doing reverse engineering: think about the result, and then reason about the process to get there by retracing it backwards, from the end to the beginning.
By asking yourself with each choice if it contributes to achieving our business Vision.
By listening to our body and our needs, so as not to ever overload and make thoughtful choices before burning out.

Justice

Everyone should have what they deserve.

Equality, parity, proportionality: you want a more just world, and everything you find unfair or tilted towards “evil” makes you furious. Justice represents a brand’s commitment to operating fairly, transparently, and responsibly towards all its stakeholders, from customers to employees, from suppliers to the community. It is a fundamental value that guides the company’s strategic decisions, daily actions, and communication.

It requires constant commitment, attention to detail, and the ability to address complex ethical challenges.
Finding the right balance between profit and social responsibility can be a challenge for brands operating in a competitive market.
Lack of transparency on the part of companies can undermine consumer trust and damage the brand’s reputation.
Market pressures, regulations, and societal expectations can influence companies’ decisions on justice and responsibility.
Consumers may be skeptical of brand’s claims of justice, requiring concrete evidence of their commitment.

Communicate clearly and transparently. Create a manifesto of values and concrete actions taken on justice and responsibility and publish it on your channels, from the website to social media.
Support social causes and initiatives that promote justice and equity.
Avoid deceptive or aggressive advertising language and use clear, transparent, and honest language.

Coldness

Like a salt statue!

Imperturbable calm, emotional control, and rationality in every situation. Coldness is not disturbed by emotions, maintains clarity of thought even in the most challenging situations, and faces every obstacle with rationality and pragmatism.

You may seem detached and unempathetic, risking not being understood or creating a cold climate in interpersonal relationships.
You appear rigid and unspontaneous, limiting your ability to connect with others on an emotional level.
You may have difficulty expressing your emotions, risking being misunderstood or creating misunderstandings.
You seem unenthusiastic or unmotivated, risking conveying an image of apathy or disinterest.

Coldness can be an effective element in brand communication to convey values such as professionalism, reliability, seriousness, and impartiality.

Clean design, essential and hard lines.
Sober and measured communication, with simple and direct language, creates an aura of mystery and desirability.
Positioning: coldness can be used to position a brand in a specific niche market, targeting a demanding and sophisticated audience.
In physical environments (stores, showrooms), a cold and minimalist atmosphere can create an exclusive and memorable shopping experience.
Suitable for buyer personas who prefer the pragmatic plane to the emotional one.

Note: The term “coldness” can have negative connotations in some contexts, implying a lack of empathy or warmth. However, in the context of brand communication, it can be used to convey a sense of sophistication, reliability, and control. The key is to balance this quality with other positive attributes, such as competence and professionalism.

Surrealism

So real it seems unreal.

A mind-bending dive into the depths of the unconscious and imagination, creativity that defies reality and logic, freeing the mind from rigid patterns and opening the doors to a universe of infinite possibilities.

Surrealism is a 20th-century artistic and literary movement that aims to explore the unconscious, dreams, and the irrational, creating surreal and dreamlike images and situations.

Surrealism is not for everyone, and some may find it too abstract, incomprehensible, or even disturbing.
If not communicated correctly, your brand’s message could be misunderstood or even offensive.
To avoid falling into chaos, it is essential to maintain visual and conceptual coherence in the use of Surrealism.
The surreal aesthetic may not be suitable for all products or services, and may seem out of place in some contexts.

Packaging and product design: Create packaging that is a miniature surrealist work of art, attracting attention on shelves and intriguing potential customers.
Advertising campaigns: Create advertising campaigns that overturn expectations and leave a mark, using surreal images and enigmatic texts.
Events and installations: Organize events and installations that immerse the audience in a 360-degree surreal experience, creating an unforgettable atmosphere.
Online presence: Create a website and social profiles that reflect the surreal aesthetic of your brand, using original images, videos, and content.
Merchandising: Create unique and fun merchandise that reflects the surreal soul of your brand and that your customers can proudly show off.

Painting

Say it with colors.

Painting, an art as old as humanity itself, represents a powerful and versatile means of expressing emotions, telling stories, and capturing the beauty of the world around us. Through brushes, colors, and various techniques, artists bring to life images that can evoke wonder, reflection, and deep emotions.

Requires manual skills, knowledge of techniques, and a good deal of practice to achieve satisfactory results.
Creating a painting requires time, patience, and dedication. It is not an immediate process and can take hours or even days of work.
Materials for painting can be expensive, especially for more complex techniques or the use of precious materials.
The meaning of a painting can be subjective and vary from person to person, depending on individual experiences and emotions.

Logo and visual branding: Painting can be used to create a unique and memorable logo and visual branding for a company or product.
Illustrations and images: Painted illustrations and images can be used to enrich marketing materials, websites, and social media, making communication more engaging and distinctive.
Packaging and product design: Packaging or product design created with painted elements can differentiate the brand from competitors and attract consumers’ attention.
Events and installations: Painting can be used to create evocative installations for events and exhibitions, helping to create a unique and memorable atmosphere.
And if you enjoy painting but only as an observer, take your audience with you to exhibitions and events.

Royalty

You give off a real blue-blood vibe.

A charm that evokes images of enchanted castles, sparkling crowns, and tales of courage and epic events. The Royalty card represents the use of royal elements in brand communication, creating an aura of exclusivity, luxury, and tradition.

You may be perceived as inaccessible or elitist, alienating a wider audience.
If used excessively or inappropriately, royalty can appear ostentatious and presumptuous, creating a negative effect.
To avoid seeming forced, the royal aesthetic must be applied consistently in all aspects of the brand, from communication to packaging.
Adaptation to the target audience: Not all audiences appreciate royalty in the same way. It is important to carefully evaluate the target audience before using this card.
Royalty can be associated with outdated or banal stereotypes. It is important to use it in a creative and innovative way to avoid falling into clichés.

Logo and visual branding: Incorporate royal elements into the brand’s logo and visual branding, such as crowns, coats of arms, or noble colors (gold and black, burgundy like velvet, lines reminiscent of precious stones and inlays, etc.)
Formal manners, elegance. Maintain a certain distance from the audience, like famous people.
Collaborations and sponsorships: Collaborate with influencers or brands associated with royalty to increase your brand’s visibility and prestige.

Religion

To believe in something or someone.

In the context of branding, religion represents a set of beliefs, values, and practices that transcend the individual and can be used to build a strong and enduring brand identity. It is a complex and multifaceted concept that can be interpreted in many different ways depending on the cultural and religious context.

Religion can be a divisive topic and may alienate certain market segments.
It is easy to make dangerous and offensive generalizations based on religious beliefs.
There is always a risk of manipulating religious beliefs for commercial gain.
The meaning of religion varies across cultural contexts, making a universal approach difficult.

Use religious symbols respectfully and appropriately.
Communicate the core values of the religion clearly and concisely.
Tell inspiring and motivating stories based on religious principles.
Create a community of consumers who share the same religious values.

Generosity

What you have, you give.

Generosity in branding is about a brand’s dedication to adding value to the community, extending beyond simple business exchanges. It’s an act of selflessness demonstrated through concrete actions like donations, sponsorships, social programs, or developing products and services that benefit society.

Unless it’s genuine, generosity can be seen as a manipulative marketing tactic.
Generosity campaigns often require substantial financial and time investments.

Communicate your generosity initiatives transparently: Clearly and openly communicate your charitable initiatives.
Tell authentic stories that highlight the impact of your brand’s actions: Share true stories that show how your brand’s actions are making a difference.
Involve consumers in your generosity initiatives: Actively involve consumers in your charitable initiatives.

Sensitivity

Ability to perceive emotions, intentions, goals, and risks.

Sensitivity, in branding, represents a brand’s ability to understand and respond to its customers’ emotions, needs, and expectations. It’s a trait that goes beyond mere rational understanding, involving deep empathy and a capacity to connect with people on an emotional level.

Excessive sensitivity can be perceived as weakness or indecisiveness.
There is a risk of being seen as manipulative if sensitivity is used instrumentally.
A sensitive brand may be more vulnerable to criticism.

Use language that expresses understanding and empathy.
Tell stories that resonate with consumers’ emotions.
Offer personalized and tailored experiences.
Take the narrative to a psychological level (without becoming overly technical).

Stubborness

Have it your way. Always.

Kawaii

Candy-colored wonderland filled with fluffy unicorns, chubby pandas, and adorable kittens wearing bow ties. It’s like cuteness overload on steroids, so irresistibly adorable that it makes your heart do a little happy dance. It’s the kind of cute that makes you squeal “aww” uncontrollably, even if you’re a tough cookie.

Friendship

Because bonding is everything.

In the context of branding, friendship represents a deep and lasting emotional bond that is established between a brand and its consumers. It is a feeling of affection, trust, and mutual respect that goes beyond a simple commercial transaction. Friendship in branding aims to create a lasting relationship based on shared values, empathy, and mutual understanding.

Building a friendship bond requires time and effort.
Friendship is a subjective concept, and what works for one consumer may not work for another.
If not managed correctly, friendship can be confused with familiarity, leading to a loss of respect.

Offer personalized experiences to consumers, demonstrating that you know and appreciate them.
Listen carefully to the needs and feedback of consumers.
Be transparent and honest in communications.
Tell authentic and engaging stories that create an emotional connection with consumers.
Use humor to create a climate of familiarity and sympathy.

Mythology

Queer

Science

Lust

Macho

Shyness

A delicate balance between the desire to connect and the fear of being seen.

You feel a sense of discomfort or embarrassment in social situations, especially when interacting with new people or in unfamiliar settings.

Despite what many believe, shyness can bring with it enormous advantages.

Anxiety and social discomfort: You have difficulty interacting with others and expressing yourself freely.
Lack of self-confidence: You often doubt your abilities and opinions.
Communication difficulties: It can be difficult to express your thoughts and feelings clearly and assertively.
Missed opportunities: Shyness can cause you to miss out on personal, professional, and social growth opportunities, preventing you from taking risks and exploring new experiences.

A gentle approach: You enter the conversation cautiously.
Written communication is preferred: You feel more comfortable expressing yourself in writing.
Solo formats: You prefer to communicate one-on-one or in small groups.
Asynchronous communication with the audience: You prefer communication that doesn’t require immediate responses.

Shyness can be a valuable asset in brand communication, allowing you to convey values such as sensitivity, empathy, reflection, and depth. However, it’s important to remember that networking is crucial in marketing, and shyness should be a tool, not a barrier.

Curiosity

The genuine need to know.

The embodiment of the incessant desire to know, the pleasure of discovery, and the urge to go beyond the boundaries of the already known. Curiosity drives us to ask questions, delve into mysteries, and venture into unexplored territories, feeding the mind with new experiences and knowledge.

Can lead to distraction and difficulty concentrating, jumping from one topic to another without delving deeper.
Can generate a sense of restlessness and dissatisfaction, as it pushes you to always seek something new and different.
Can question the credibility and reliability of a person, if it leads to constant changes of opinion or ideas.
Can hinder decision-making, as it leads to considering too many options and failing to make a choice.
Can expose you to dangerous or deceptive situations, if not balanced with caution and common sense.

Create sections where you lead people to discover new things, even outside of the usual topics you deal with.
Ask questions.
Interview people far removed from your world, from your interests.

Here are some additional points you could consider:

Encourage user-generated content: Create platforms where your audience can share their own discoveries and insights.
Partner with experts: Collaborate with experts in various fields to offer your audience unique perspectives and knowledge.
Experiment with new formats: Try out different formats, such as podcasts, videos, and interactive experiences, to keep your audience engaged.
Celebrate failure: Encourage your audience to embrace failure as a learning opportunity and to keep exploring new ideas.

By understanding the power of curiosity, you can create a brand that is both informative and inspiring.