Long story short: I’m a long-experienced international consultant, focused on brand strategy, brand analysis and positioning, storytelling and strategic copywriting, with a 20+ years of successful projects held with brilliant independent agencies and wonderful clients, ranging from small boutique brands to global industry leaders.
Extended version of professional presentation: my very core focuses on those aspects of communication that enchant CEOs and marketing managers and inspire art directors for their part of work:
Benchmark analysis / Semiotic and perceptive analysis / Scenario development / Brand analysis / Brand and product positioning / Storytelling / Copy strategy / Naming / Creative contents of all kinds and species / Generation of narrative themes and their declination
In the larger process of advertising communication, my work lies in between:
- consumer behaviour research, trend mapping & analysis and insights validation on one hand –
- visualization of meanings, brand visual identity and everything that art directors are concerned with on the other hand –
Since it is clear that strategic thinking alone is not enough, I join the dots between the analysis of trends and purchasing behaviour with the brightest visual expertise in each specific field.
Depending on a case-by-case basis, I can work alone, integrated into a working group or supported by partners specialized in consumer research.
The result may cover a very broad spectrum:
AI assisted trends and weak signals collection / AI assisted observation + mapping + trend systemization / Insights surfacing and modeling / Scenario dropping / AI assisted market research and validation / Positioning / Big Idea generation / Narrative theme generation and storytelling / Content creation, BVI & copy strategy / Bespoke declinations / Actionable insights
As many Brand Strategist do, I use classic positioning analysis tools such as brand archetypes, brand wheel, Floch semiotics and more, as well as all the scenario generative tools provided by AI.
STEFANO ZIMBARO 