Federico Frellicca
Dario Passi
Andrea Pavanello

The post-modern age is characterized by new values ​​and paradigms. The consumer has evolved more and more by machine of consumption, weak, easily influenced by the mass media and driven by the needs to be informed, demanding and looking for the satisfaction of desires. The market is characterized by a complete saturation of proposals led to the definition of new priorities for the success of a company, which remains competitive if it comes with a strong brand identity. The new lever are the values, emotions, perceptions that a brand is able to contain and communicate. The products become carriers of communication capable of targeting the consumers who are increasingly hungry for new motivation. Make a user fall in love, crossing the barriers rational and ranks among those "Lovemarks" by Kevin Roberts, becomes primary goal of every ambitious brand. Product design is the tool to turn into tangible substance all the values ​​of the company.