Over the years, here at the Studio, we have been refining our awareness of the importance of the Human being — the one that brand management likes to call the consumer — in the destinies of organisations. Dealing with clients from very different areas, from culture to retail, proved to be a unique opportunity to witness firsthand how, in what truly matters, working on brands is working for people.

At first, tentatively, we began to add small singular details to our projects, intended to nurture a human dimension which, by empathy, we knew existed, but which we did not see receiving particular attention in the regular routines of brand strategy, nor indeed in the creativity applied to it. As our conviction grew, we began to look at the well-being of the audience in a more structural and committed way. Whenever possible, as the primary creative strategy. After all, it seemed to us that contributing to the happiness of the human-consumer was the best path a brand could follow.

This simple idea led us to want to deepen our understanding of what is the labyrinth of the human condition, and to research more about this thing we call happiness. From that journey, the book Marca Positiva (Positive Brand) was born. A particular perspective on brands and their human-consumers, crossing areas such as Marketing, Design and Communication, but also Economics, Psychology and Philosophy, with one clear goal: to prove that human well-being and happiness need not be at odds with economically sound brand management. On the contrary. If brands serve the public and the public seeks to be happy, brands exist for no other reason than to make the public happy. And, as we know, happy people is good for business.

More than a map for our working process, Marca Positiva is above all a reflection on the positive potential that every brand holds. Sharing such a reflection is both a manifesto affirming our creative philosophy, and a way of holding ourselves accountable — of pressing ourselves to live up to the responsibility that working with brands entails. The more positive brands are, the better the results for the organisations that carry them, and the better the society that welcomes them. In other words, everyone wins