why "S" and "C"

Because

strategy without creativity is just theory.

Because

creativity without strategy is just form.

Because

it's important but not enough to follow a methodology.

Because

no instrument can replace talent.

Because

standard methods produce standardized quality: but today the world only appreciates uniqueness.

Because

the process in itself doesn't count but what matters are the questions which you raise during the process.

Because

mere creativity is a question of chance or even of luck.

Because

you need to command analysis in order to liberate intuition.

Because

the results will always be incomplete if creativity and strategy don't go hand in hand.

Because

it's impossible to be capable of doing everything in an excellent way and today it's impossible to compete without excellence.

Because

if there's no passion there's no added value either.

Because

branding is a profession and not just improvisation or science.

Because

we think that we have learnt from the Anglo-Saxons without forgetting the Italian values.

Because

between the two extreme models - the "unruly genius" and the "control-freak methodology" - there could be a third one which brings forth the talents of brands.