For the CEO about to change where the brand stands
The Atelier is for the CEO who is going to reposition the brand, take it to another market, hand it to an heir or charge a luxury price for it. Each of those choices is made in a session with Piochi.
Before you sign, you already know what will be decided in each session.
The agenda for every session is already in the proposal, in the order in which things will be settled.
Who desires the brand
- Who the brand wants to attract, which of that person's desires nobody meets today, and where that person spends their time.
What the brand is
- Where the brand sits in the market and whom it chooses not to compete with.
- The story it tells and the way it speaks.
What it sells, and where
- What goes into the product line and what comes out.
- Where the brand sells, with which partners, and the design of the sales funnel the team will run.
What the team does in twelve months
- What the team does over the following twelve months, and the numbers the CEO will watch.
What changes from one situation to the next
When a brand repositions, it changes what it says and walks away from some fights. The product changes with it, or the new price will not hold.
In a new market, part of the brand travels intact. Another part needs translating. And for people who have never heard of it, something will have to be invented locally.
In a succession, founder and heir sit in the same session, and the document records who decided what. In a move into luxury, the work is the product architecture and the commercial strategy that let the brand charge what the product is worth.
No surprises in the session
Before each session, Piochi talks separately to everyone who will be at the table. Only those with the final say attend the session, and the rest of the team receives the decisions in writing.
At the end, the company keeps four documents: the brand platform, the product architecture, the commercial strategy and the annual plan. Piochi then follows the implementation.
Who leads it?
Ricardo Piochi
Piochi leads the Atelier. When the scope calls for a specialist, he brings one in and coordinates the work.
The case studies
The Aromo work is bossa's. Frattina, Senna Tower and Pulso are Folhetim's, from before bossa existed.
Before signing
Can I commission a single pillar?
No. When a pillar has already been done by another firm, bossa reviews what exists and says whether it can serve as a starting point.
What if the company has more than one brand?
The Atelier starts with the architecture: which brand fronts the group, what each one promises, and where one ends and the next begins.
A 45-minute conversation with Piochi about your brand
Prefer WhatsApp? +55 11 93621-9497
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You will hear back within one working day, at the email address or WhatsApp number you gave. In the meantime, have a look at the Desire Sprint, a twelve-week programme.
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