{"id":1241,"date":"2019-04-05T21:10:43","date_gmt":"2019-04-05T19:10:43","guid":{"rendered":"https:\/\/www.robertomaiolino.it\/blografik\/?p=1241"},"modified":"2026-06-05T12:03:19","modified_gmt":"2026-06-05T10:03:19","slug":"i-principi-di-advertising-piu-sottovalutati-2-il-marchio","status":"publish","type":"post","link":"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/","title":{"rendered":"I principi di advertising pi\u00f9 sottovalutati: 2. Il marchio"},"content":{"rendered":"\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1ca4c1&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1ca4c1\" class=\"wp-block-image size-large wp-lightbox-container\"><img decoding=\"async\" width=\"1024\" height=\"575\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-1024x575.jpg\" alt=\"\" class=\"wp-image-2042\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-1024x575.jpg 1024w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-300x168.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-768x431.jpg 768w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-110x62.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-420x236.jpg 420w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-248x138.jpg 248w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718-766x430.jpg 766w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718.jpg 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Nell&#8217;<a href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/02\/28\/il-vuoto\/\">articolo precedente<\/a> abbiamo visto il primo principio di advertising pi\u00f9 sottovalutato, <strong>&#8220;il vuoto&#8221;<\/strong>. Il secondo principio che andremo a approfondire in questo articolo \u00e8 il <strong><a href=\"https:\/\/www.robertomaiolino.it\/blografik\/2017\/11\/04\/logo-marchio-logotipo\/\">marchio<\/a><\/strong>. Proveremo a capire cosa rappresenta un marchio nel contesto dell&#8217;advertising e come esso dovrebbe essere utilizzato per avere una comunicazione efficace.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><label class=\"ez-toc-title\" style=\"cursor:inherit\">In questo articolo<\/label>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Cosa_non_e_un_marchio\" >Cosa non \u00e8 un marchio<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Il_marchio_non_e_una_risorsa_grafica\" >Il marchio non \u00e8 una risorsa grafica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Il_marchio_non_e_un_elemento_testuale\" >Il marchio non \u00e8 un elemento testuale<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Il_marchio_non_e_uno_strumento_di_comunicazione\" >Il marchio non \u00e8 uno strumento di comunicazione<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Quindi_cose\" >Quindi cos&#8217;\u00e8?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/#Conclusioni\" >Conclusioni<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cosa_non_e_un_marchio\"><\/span>Cosa non \u00e8 un marchio<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Per capire cosa rappresenta un marchio nel contesto della comunicazione visiva dobbiamo prima capire cosa non \u00e8. Il marchio, infatti viene spesso utilizzato o addirittura progettato per scopi sbagliati.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>Non giudicare un pesce da come si arrampica sugli alberi<\/em><\/p>\n<cite>Parafrasando Albert Einstein<\/cite><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Quindi proviamo a rispondere a questa domanda: &#8220;Cosa non \u00e8 un marchio?&#8221;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1caf68&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1caf68\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"650\" height=\"325\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/scopri-il-marchio-min.jpg\" alt=\"\" class=\"wp-image-2033\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/scopri-il-marchio-min.jpg 650w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/scopri-il-marchio-min-300x150.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/scopri-il-marchio-min-110x55.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/scopri-il-marchio-min-420x210.jpg 420w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Marchi celebri<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Il_marchio_non_e_una_risorsa_grafica\"><\/span>Il marchio non \u00e8 una risorsa grafica<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Spesso si tende ad utilizzare il marchio come fosse una risorsa grafica, sostituendolo al visual di un annuncio pubblicitario o peggio di un contenuto social. Questo approccio \u00e8 spesso deleterio per il brand e praticamente inutili in termini di comunicazione, eccetto rari casi. Tale utilizzo, infatti, \u00e8 plausibile solo se il marchio stesso \u00e8 l&#8217;obbiettivo della comunicazione, in tutti gli altri casi (ovvero il 90%) \u00e8 da considerarsi un grosso errore: <em>Il marchio non \u00e8 una risorsa grafica e non deve predominare rispetto al messaggio<\/em> che dobbiamo veicolare. <\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cb338&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cb338\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"600\" height=\"400\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Social-distancing-logos-600x400-1.jpg\" alt=\"\" class=\"wp-image-2035\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Social-distancing-logos-600x400-1.jpg 600w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Social-distancing-logos-600x400-1-300x200.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Social-distancing-logos-600x400-1-110x73.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Social-distancing-logos-600x400-1-420x280.jpg 420w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Esempi in cui il marchio \u00e8 utilizzato adeguatamente come risorsa grafica<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In genere il marchio per raggiungere la sua massima efficacia deve essere discreto, deve chiudere una composizione grafica, con lo scopo di &#8220;firmare&#8221; o dare la chiosa ad un messaggio, al massimo certificare la veridicit\u00e0 di quanto vogliamo affermare. Pi\u00f9 esso \u00e8 grande, <strong>invadente <\/strong>o &#8220;grosso&#8221; minore sar\u00e0 la sua efficacia e quella del messaggio pubblicitario che vogliamo trasmettere, trasformandosi in un &#8220;rumore&#8221;;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Applicandolo al nostro artefatto con una proporzione in armonia con il resto degli elementi e in una posizione coerente con l&#8217;architettura dell&#8217;informazione riusciamo a sfruttare al meglio il suo potere comunicativo.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cb6ee&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cb6ee\" class=\"wp-block-image size-large is-resized wp-lightbox-container\"><img decoding=\"async\" width=\"775\" height=\"1024\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-775x1024.jpg\" alt=\"\" class=\"wp-image-2040\" style=\"width:572px;height:756px\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-775x1024.jpg 775w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-227x300.jpg 227w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-768x1015.jpg 768w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-83x110.jpg 83w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-318x420.jpg 318w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600-325x430.jpg 325w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/s-l1600.jpg 797w\" sizes=\"(max-width: 775px) 100vw, 775px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Esempio di utilizzo corretto del marchio<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Il_marchio_non_e_un_elemento_testuale\"><\/span>Il marchio non \u00e8 un elemento testuale<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cba4b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cba4b\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"601\" height=\"799\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1.webp\" alt=\"\" class=\"wp-image-2039\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1.webp 601w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1-226x300.webp 226w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1-83x110.webp 83w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1-316x420.webp 316w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/nutella-1-323x430.webp 323w\" sizes=\"(max-width: 601px) 100vw, 601px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Esempio di utilizzo corretto<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Consuetudine assai pi\u00f9 grave \u00e8 quella di utilizzare il marchio come parte di un testo. Spesso questa malsana operazione viene fatta con i logotipi invece di scrivere il nome del prodotto o del brand. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nell&#8217;esempio sopra vediamo una corretta applicazione del marchio dell&#8217;azienda in un annuncio con una struttura tradizionale (Headline &#8211; Visual + packshot &#8211; Marchio). Il messaggio arriva immediato, si comprende subito il prodotto e l&#8217;azienda che lo produce. Il visual ha un impatto emotivo e grazie al principio del vuoto salta subito all&#8217;occhio.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cbde9&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cbde9\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"700\" height=\"289\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/image_2016-02-06_21-08-02-1.png\" alt=\"\" class=\"wp-image-2038\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/image_2016-02-06_21-08-02-1.png 700w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/image_2016-02-06_21-08-02-1-300x124.png 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/image_2016-02-06_21-08-02-1-110x45.png 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/image_2016-02-06_21-08-02-1-420x173.png 420w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Esempio di utilizzo improprio<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In questo secondo esempio, scompare il marchio dell&#8217;azienda, il logotipo del prodotto viene utilizzato in sostituzione del testo. Qui il vuoto non \u00e8 ben utilizzato, non c&#8217;\u00e8 proporzione tra visual \u00e8 headline. Inoltre c&#8217;\u00e8 una ridondanza dovuta alla presenza del marchio nel packshot e nell&#8217;headline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Il_marchio_non_e_uno_strumento_di_comunicazione\"><\/span>Il marchio non \u00e8 uno strumento di comunicazione<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Spesso si pensa che il marchio debba spiegare cos&#8217;\u00e8 o cosa fa l&#8217;azienda o la marca o ancora peggio, cos&#8217;\u00e8 o fa un prodotto. Quindi il marchio di un asilo avr\u00e0 un arcobaleno o la figura dei bambini che si tengono per mano; Il marchio di un gommista avr\u00e0 un copertone al posto di una &#8220;o&#8221;; Il marchio di un brand di prodotti informatici avr\u00e0 il disegno di un computer&#8230;<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cc1f0&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cc1f0\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"1024\" height=\"426\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1.jpg\" alt=\"\" class=\"wp-image-2041\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1.jpg 1024w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1-300x125.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1-768x320.jpg 768w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1-110x46.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1-420x175.jpg 420w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/loghi-famosi-1-770x320.jpg 770w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Alcuni dei pittogrammi, monogrammi e logotipi pi\u00f9 influenti<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Assolutamente no, il marchio non deve parlare della marca (ne tantomeno dell&#8217;azienda), anz<strong>i il marchio non deve proprio parlare<\/strong>, quel compito \u00e8 affidato all&#8217;identit\u00e0 visiva. Il marchio deve suscitare delle sensazioni, deve suggerire al consumatore l&#8217;attitudine della marca, evocare un immagine (non fisica); perch\u00e9 no, magari incuriosire ma mai spiegare qualcosa. <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>Il marchio \u00e8 l\u2019entit\u00e0 visiva con il quale una marca si manifesta<\/em>.<\/p>\n<\/blockquote>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1cc682&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1cc682\" class=\"wp-block-image is-resized wp-lightbox-container\"><img decoding=\"async\" width=\"1024\" height=\"702\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-1024x702.jpg\" alt=\"apple-logo-design\" class=\"wp-image-520\" style=\"width:529px;height:362px\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-1024x702.jpg 1024w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-300x206.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-768x526.jpg 768w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-110x75.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-420x288.jpg 420w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design-627x430.jpg 627w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2017\/11\/apple-logo-design.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Studio dell&#8217;Ideogramma Apple<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Quindi_cose\"><\/span>Quindi cos&#8217;\u00e8?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Come gi\u00e0 detto in altri articoli, trovo molto utile la definizione di <a href=\"https:\/\/it.wikipedia.org\/wiki\/Michele_Spera\">Michele Spera, <\/a>per lui il marchio deve:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><em>Con un segno il pi\u00f9 possibile breve, esprimere ed identificare contenuti a volte anche molto difficili.<\/em><\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">In buona sostanza, se la marca \u00e8 la sintesi dei valori dell\u2019azienda, che definisce l\u2019atteggiamento, il modo di proporsi e che contiene la \u201cpromessa\u201d, il marchio rappresenta \u201cl\u2019incarnazione\u201d visiva della marca. <\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adb7fc1ccc21&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adb7fc1ccc21\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"600\" height=\"567\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak.jpg\" alt=\"\" class=\"wp-image-2043\" srcset=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak.jpg 600w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak-300x284.jpg 300w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak-110x104.jpg 110w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak-420x397.jpg 420w, https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/logo_moak-455x430.jpg 455w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\">Marchio Moak, disegnato da Bob Noorda.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusioni\"><\/span>Conclusioni<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La discrezione per un marchio, come detto, \u00e8 fondamentale ma non solo: esso deve essere riconoscibile, originale, visibile anche in piccole dimensioni, efficace anche in bianco e nero. Il marchio \u00e8 un lavoro di sintesi e non un virtuosismo grafico. Esso deve firmare un annuncio, certificare il messaggio, essere testimone di un prodotto. Non deve mai sovrastare il messaggio o mettere in secondo piano il prodotto.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Non abbiamo ancora finito, in nostro viaggio all&#8217;interno dei principi di advertising non \u00e8 concluso, nel <a href=\"https:\/\/www.robertomaiolino.it\/blografik\/2021\/01\/18\/i-principi-di-advertising-piu-sottovalutati-3-lequilibrio\/\">prossimo articolo parleremo dell&#8217;equilibrio<\/a>. Vi aspetto.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nell&#8217;articolo precedente abbiamo visto il primo principio di advertising pi\u00f9 sottovalutato, &#8220;il vuoto&#8221;. Il secondo principio che andremo a approfondire in questo articolo \u00e8 il marchio. Proveremo a capire cosa rappresenta un marchio nel contesto dell&#8217;advertising e come esso dovrebbe essere utilizzato per avere una comunicazione efficace. Cosa non \u00e8 un marchio Per capire cosa [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,57,3,38],"tags":[45,49,21,99,46],"class_list":["post-1241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-grafica_pubblicitaria","category-graphicdesign","category-marketing","tag-advertising","tag-brand","tag-logotipo","tag-marchio","tag-pubblicita"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>I principi di advertising pi\u00f9 sottovalutati: 2. Il marchio - BloGrafik<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"I principi di advertising pi\u00f9 sottovalutati: 2. Il marchio - BloGrafik\" \/>\n<meta property=\"og:description\" content=\"Nell&#8217;articolo precedente abbiamo visto il primo principio di advertising pi\u00f9 sottovalutato, &#8220;il vuoto&#8221;. Il secondo principio che andremo a approfondire in questo articolo \u00e8 il marchio. Proveremo a capire cosa rappresenta un marchio nel contesto dell&#8217;advertising e come esso dovrebbe essere utilizzato per avere una comunicazione efficace. Cosa non \u00e8 un marchio Per capire cosa [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.robertomaiolino.it\/blografik\/2019\/04\/05\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\/\" \/>\n<meta property=\"og:site_name\" content=\"BloGrafik\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/robertomaiolinodesign\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-04-05T19:10:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-05T10:03:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.robertomaiolino.it\/blografik\/wp-content\/uploads\/2023\/05\/Brand-famosi_1280x718.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"606\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Roberto Maiolino\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Roberto_RMD\" \/>\n<meta name=\"twitter:label1\" content=\"Scritto da\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roberto Maiolino\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo di lettura stimato\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.robertomaiolino.it\\\/blografik\\\/2019\\\/04\\\/05\\\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.robertomaiolino.it\\\/blografik\\\/2019\\\/04\\\/05\\\/i-principi-di-advertising-piu-sottovalutati-2-il-marchio\\\/\"},\"author\":{\"name\":\"Roberto Maiolino\",\"@id\":\"https:\\\/\\\/www.robertomaiolino.it\\\/blografik\\\/#\\\/schema\\\/person\\\/c71e1a677856d2fe685162286d1d3719\"},\"headline\":\"I principi di advertising pi\u00f9 sottovalutati: 2. 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