Kool & the Brand is a marketing consultancy that redefines marketing by focusing on a customer-centric approach, brand building, and innovative design. They emphasize the importance of understanding customer needs through multidisciplinary methods and aim to create distinctive brand identities while navigating the complexities of modern advertising. Their team combines diverse expertise to enhance commercial excellence, market insights, and strategic planning for brands in a saturated marketplace.

1. KOOL & the BRAND
The marketing concept store

2. KOOL & the BRAND
Rethink / redefine / rebuild marketing from a real-life perspective
Customers aren’t made on an assembly line.
Let them dream or they won’t let you sleep
The marketing concept store
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3. KOOL & the BRAND
Rethink / redefine / rebuild marketing from a real-life perspective
The marketing concept store
In the present commercially oversaturated era, purchase decision processes aren’t industry-specific.
Clichés are hard to dislodge, but it’s time to speak out: the understanding of customer needs and the
ability to create value require a multidisciplinary and cross-industry approach.

4. WE PARTNER IN
Brand building & communication
Market & customer understanding
Commercial excellence & marketing planning
KOOL & the BRAND
The marketing concept store

5. Building & shaping the brand
This is our world, shape it or someone else will
Brand identities and perceived value are our bread
and butter.
We build brands and make them thrive by
developing their tangible and intangible benefits
along the entire customer experience.
Our art and magic of branding consists in
establishing clear and distinctive brand identities for
your product, service or organization.

6. A new era in creative design
Art as expression of brand identity
Each brand, communication campaign or product
design project requires the best designer capable of
understanding and visually encapsulating the heart
and soul of your brand.
No doubt, new talents are the foundation of a
competitive advantage. We´ll partner in selecting the
best creative talents for your needs from our range
of unique designer communities – Sticker Art;
Brandsta; Stencil Art Group - that boast more than
3,600 creative designers from all over the globe.
Be part of a revolution in creative design.

7. Logo design & revitalization, lettering & product naming
The pursuit of the authentic
and the search for the distinguishable
The concept of self-representation through a symbol is as
old as the hills and began as mankind’s desire to visibly
mark its surroundings with petroglyphs. Today we live in
a world oversaturated by logos – when everything has
already been done it is difficult to stand out from the
crowd. Logo designers usually find inspiration in logo
databases. We don’t.
A logo is the visual heart of the brand and cannot be copied
or developed from an already existing design. Luckily
inspiration is all around us: we collect and study street
arts - graffiti, tags, slaps - and consider it a great source of
inspiration “from below”. We work with real artists and
partner in designing your winning logo, your product
name and your lettering style.

8. Real-life advertising
Embody utopian aspirations in a newfound sense of reality
Advertising, from Latin “ad vertere” that stands for
“to turn toward”, can help taking brand awareness
and loyalty to the max.
The quintessence of an advertising campaign
needs to connect the heart and soul of the brand
to how real people think and decide.
We partner in finding the right balance between
innovation and brand-consistency around your
customer’s needs. We partner in all the different
phases of the advertising process.

9. Communication-meets-art campaigns and events
Defy the confinement of the formal art world
All communication basically consists in conveying
intended meanings to other individuals through semiotic
and semantic codes.
Communication is not necessarily art, but all art is
communication.
We are continuously on the hunt for new and upcoming
trends in contemporary arts – street, stencil, tag, sticker,
and other forms of contemporary visual art – and we
excel in creating custom-designed communication
campaigns around our unique databases and/or with
artists from our worldwide web2.0 communities.

10. Market & customer insights
Capturing the way real people think
Our state-of-the-art methods challenge the very concept of
market research taking it to a new level.
Discovering how purchase decisions are made in their social,
cultural and economic contexts is our field of excellence.
Contextualization is key in understanding and profiling the
customer. We partner in finding out what your customers
want and why.

11. Mastering the secrets of language
Linguistics as oxygen for customer-centric innovation
Rousseau asserted that language has its origins in
emotions, while Kant set the genesis of language in
rational thought. Either way, language is the
essence of our identity and it represents our
experiences.
Behind every successful communication
strategy, there must be the ability to understand
both the emotions and rational thoughts of
customers, and linguistic analysis is the to-go tool
in achieving this.
With our advanced qualitative and quantitative
linguistic methods, we disclose the secrets of the
language of customers.
¨

12. Competitive intelligence & ethnographic mind-mapping
Know your limits and then go beyond
What´s going on in the world around your business?
Partner with us and you´ll know!
With our advanced set of competitive intelligence
tools, including mystery consumers and
ethnographic observations, we offer support in
gathering, scrutinizing, and analyzing your
business environment in order to strengthen
your marketing decisions.
You need to know your limits and then go beyond.
¨

13. Market potential evaluation
If your dreams don´t scare you they´re not big enough
We are your partner in evaluating and
optimizing the commercial potential of a new
product or service worldwide, both in existing
and new markets.
Even the best of ideas must pass through the
Go/No-go decision phase.

14. Commercial excellence & multi-channel marketing
Conquer yourself and then the market
Commercial excellence requires three fundamental
pillars: the customer-centric comprehension of what
drives value; the optimal organizational conditions;
and the maximization of the impact of multichannel
interactions with customers.
We partner in the art of creating, communicating
and delivering value with a customer-centric
promotional mix.
We support you in being the change you want to
see in the market.

15. Marketing planning & customer-centric organization
A strategic foundation you can count on
It doesn't matter if your marketing plan is made of
SMART (specific, measurable, achievable, realistic, and
timebound) objectives and actions; it will never work
out without a winning strategic foundation.
Whether faced with a lack of information or
overwhelming amounts of data it is essential to
design a strategic foundation that synchronizes all
functions of your company.
We partner in discovering the best strategic foundation
and in designing your activities around it.

16. ABOUT US
KOOL & the BRAND
The marketing concept store

17. The ultimate multitaskers
Marketing consultancy - we are in it for passion.
Our trademarks are creativity, consistency,
innovation, accuracy and the ability to
comprehend the customer across industry,
economic, social and cultural boundaries.
We combine academic and multidisciplinary
approaches with solid business understanding.
Most of all, we believe in creativity, intellectual
freedom and coherence – in everything we do.

18. Management Crew
Johanna Litzen, M.A.
Combining an innate passion for all things beautiful - be it Soviet art, Afghan rugs, haute couture-
fashion or vintage toys – to intellectual curiosity, Johanna is constantly hunting for new and
upcoming trends. As a trained cultural historian Johanna’s field of expertise lies in capturing the
zeitgeist, the spirit of time and place, and mastering the secrets of how, when and why a product,
phenomenon or social habit becomes a success. With her cross-industry career in the beauty
industry, life sciences, nonprofit and cultural organizations, she excels in re-interpreting and re-
discussing established “truths” and finding new and innovative ways of understanding customer’s
needs and market possibilities.
Nicola Guerra, Adjunct Professor, PhD., MSc.
Blending business experience and academic achievements, Nicola brings together branding,
marketing, business strategy, innovation, and state-of-the-art methods for customer
understanding. Nicola masters the ‘secrets’ of people’s decision processes and excels in developing
meaningful brands and delivering successful customer-centric marketing strategies. Nicola holds
a Ph.D. with a doctoral dissertation on the use of qualitative research methods in decision-making
processes and since 2014 he is Adjunct Professor in Contemporary history and society at the
University of Turku. His broad academic interests range from street art to subcultures and the
construction of urban identities, linguistics and the relation between language and social context.
Nicola also holds a Master of Science in Economics and Marketing from Pisa University. He has
published widely and lectured internationally.

19. Management Crew
Giovanni Ricci Armandi, MBA, MPharm
A marketing strategist with a great deal of successful cross-industry experience from real
estate to life sciences. Giovanni has international experience in marketing and sales with a
track record in product development, pricing strategy, multi-channel strategy, KOL
management, business planning and sales optimization. As a specialist of business strategy,
Giovanni is the ideal marketing planner and sales optimizer. He holds an MBA and a Master of
Sciences of Pharmacy, both from the University of Bologna. His post-master specializations
include sales force organization, start-up management, finance, marketing planning, project
management and market research.
Gabriele Mannarino, Artist & Graphic designer
An Arts high school graduate and an Accademia delle Belle Arti- drop out, Gabriele is largely a
self-taught artist. A past in active countercultural movements of dissent, Gabriele develops his
reflections on ethical and social themes that sometimes also emerge in his creative work.
Gabriele’s interests range from illustration to graphic design, from digital art to informalism,
and his works show artistic influences from parts of the disciplines of pop art, street art,
industrial design and informal tendencies. A childhood spent in Canada left him a passion for
nature and a sensitivity towards issues on ecology. Gabriele also dedicates himself to the
creation of furniture and ready-made sculptures using recycled objects and materials. He is the
creator of the character “Mr. Minimal”, a seemingly frustrated and disillusioned office worker
who lives his prosaic and indifferent everyday life with his head stretching out, literally outside
of the picture, beyond the scene and the events, challenging anyone to reach him in his state of
complete evasion. Gabriele continues to nurture his innate inclination towards
multidisciplinarity, seen as a resource and constant inspiration.

20. NICOLA
Mail:
nicolaguerra1969@hotmail.it
Phone: +39 3347360309
nicgue69
Give yourself a moment, contact us

21. KOOL & the BRAND
The marketing concept store