ARTICLES
Ideas, stories, perspectives.
SELECTED ARTICLES •
Massimo Dutti in Rome: when a building becomes part of the marketing
A shop can tell a brand’s story before anyone steps inside. That is what comes to mind when I consider Massimo Dutti’s decision to open in central Rome: when retail meets a historic building, the location becomes part of the message.
Read the article ↗August: the month when everyone seems happy (at least on social media)
August has a particular talent: it can make us believe the whole world has moved to the seaside. Open a social network and you will find perfect sunsets, drinks on the beach and smiles that seem straight out of an advertising campaign.
Read the article ↗Influencers and journalists: let’s stop confusing their roles
In brand communication, influencers are sometimes credited with almost unlimited power: create a strong piece of content and visibility, sales and reputation seem ready to follow together. The reality is more complex.
Read the article ↗Reading fatigue in digital content: a communication challenge
In marketing, we discuss tone of voice, conversion journeys and performance indicators. We should give equal attention to a very practical question: how much effort are we asking of the reader?
Read the article ↗How marketing influences our everyday lives
We choose a coffee, open an app or walk into a shop. These seem like simple actions, but each takes place within a designed environment: colours, packaging, words and routes help shape what we notice and how we interpret it.
Read the article ↗The future of podcasting in marketing and communication
The voice creates a particular kind of relationship. It can accompany us as we walk, travel or go about our day, and makes room for a more considered story. This is one reason I find podcasts an interesting format for communicating about businesses and projects.
Read the article ↗The role of a press office in today’s media landscape
An effective press office helps a business enter public debate with relevant, verifiable and timely information. Its work begins long before a press release is sent: it requires knowledge of the organisation, attention to the context and professional relationships built over time.
Read the article ↗© 2026 Mauro Fanfoni · Italy ↔ Brazil