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.
The Branding Letters SRL
CF/P.IVA 0965 5870963 Vat N. 0965 5870963
Via Gaetano Donizetti, 55 20122 Milano