Chiara Aliotta on brand strategy, market focus and brand storytelling.

The Elastic Brand

In the first episode of Season 3, I’m delighted to be joined by Chiara Aliotta. Chiara is the mind and the face behind Until Sunday. She is an Italian award-winning designer with many years of experience as a graphic designer, art director and brand consultant. Her work is creative, emotionally involving and detail-obsessed. Chiara describes herself as a typography addict, a lover of colours and a brand keeper. She blogs about the beauty of typography, the importance of good design and how as a designer, she feels committed to creating meaningful experiences for her clients. She is also a public speaker and always thinking up new ways to grab the audience’s attention with her unique style. When she is not busy designing innovative products for her clients, you can find her waiting for a flight to some sunny destination, swimming in the Aegean Sea, capturing typography and patterns in the city with her camera, or spending her free time at home with a book, snuggling with her cat, Kissa. In the show we discuss the Medium article Chiara wrote called A Brilliant Idea is Not Enough and the lessons that she shares within it, including: -Why getting brand strategy right is so important -Defining your market -Exercises we can do to help define brand strategy -Brand storytelling -Defining assets for growth