Generated by Rank Math SEO, this is an llms.txt file designed to help LLMs better understand and index this website.

# Maurizio Piacenza: Connecting the dots

## Sitemaps
[XML Sitemap](https://www.ilpiac.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [THAT’S ALL FOLKS!](https://www.ilpiac.com/2026/06/01/thats-all-folks/): The best is yet to come, as we must take care of our brand every single day.
- [COMPARISONS](https://www.ilpiac.com/2026/05/29/comparisons/): We need to be clear about the difference between the right brand voice and the wrong one.
- [KNOWING ≠ KNOW-HOW](https://www.ilpiac.com/2026/05/27/knowing-vs-know-how/): Theory is necessary, but not sufficient. Let's practise with the brand voice.
- [PAUSE.](https://www.ilpiac.com/2026/05/25/pause/): Before we speak, let's ask ourselves a few questions. We will communicate better.
- [NICHE](https://www.ilpiac.com/2026/05/22/niche/): Being someone's point of reference or just one of many. Having a niche makes all the difference.
- [ECOSYSTEMS](https://www.ilpiac.com/2026/05/20/ecosystems/): When one wins, the others often lose. Not in ecosystems, though.
- [DO WE UNITE OR ELEVATE?](https://www.ilpiac.com/2026/05/18/unite-or-elevate/): Uniting and elevating are two very different things that a brand can do.
- [PERSPECTIVES](https://www.ilpiac.com/2026/05/15/perspectives/): Looking elsewhere can teach us what we could do differently.
- [PAIN–PLEASURE: 1-0](https://www.ilpiac.com/2026/05/13/pain-vs-pleasure/): Avoiding a loss is a powerful motivator, more so than an equivalent gain.
- [EARLY ADOPTERS](https://www.ilpiac.com/2026/05/11/early-adopters/): Focusing on those who are most receptive to new ideas keeps the wheel turning.
- [CONVINCING](https://www.ilpiac.com/2026/05/08/convincing/): We cannot use the same evidence to convince everyone. Be careful.
- [CHOICES](https://www.ilpiac.com/2026/05/06/choices/): It's essential to know what our brand says about those who choose it.
- [CUSTOMER ≠ CONSUMER](https://www.ilpiac.com/2026/05/04/customers-consumer/): Customers and consumers aren’t always the same people. So different needs too.
- [ENGAGING](https://www.ilpiac.com/2026/05/01/engaging/): Features describe, meaning engages. And it's not the same thing.
- [THE BEST ONE](https://www.ilpiac.com/2026/04/29/the-best-one/): Competing on features or meaning is not the same game.
- [GIMME THREE WORDS](https://www.ilpiac.com/2026/04/27/gimme-three-words/): Consistency, coherence, adaptation: three magic words for a brand that truly works.
- [SOURDOUGH STARTER](https://www.ilpiac.com/2026/04/24/sordough-starter/): The work never ends because brand identity is a process that requires care.
- [THREE IN ONE](https://www.ilpiac.com/2026/04/22/three-in-one/): The name matters, a lot. Choosing a name just because we like it is not enough.
- [STILL US](https://www.ilpiac.com/2026/04/20/still-us/): Our brand voice should always be the same, so that we don't lose our essence.
- [AUDIENCES](https://www.ilpiac.com/2026/04/17/audiences/): Same voice, different tones since we don't speak the same way to everyone.
- [IN OTHER WORDS](https://www.ilpiac.com/2026/04/15/in-other-words/): A well-defined brand voice prevents us from making mistakes.
- [BOUNDARIES](https://www.ilpiac.com/2026/04/13/boundaries/): Words that fall outside our boundaries define us just as much as what’s inside.
- [NO LOGO](https://www.ilpiac.com/2026/04/10/no-logo/): Recognisable among thousands, also if we remove the logo.
- [EVOLVING](https://www.ilpiac.com/2026/04/08/evolving/): Our personality sets us apart, but we should also learn to evolve, day after day.
- [DILEMMAS](https://www.ilpiac.com/2026/04/06/dilemmas/): Differentiation is compulsory, being remembered is essential.
- [OUT OF HERE](https://www.ilpiac.com/2026/04/03/out-of-here/): Since we cannot please everyone, we should attract those who share our values.
- [WALK THE TALK](https://www.ilpiac.com/2026/04/01/walk-the-talk/): Walk the talk, because brand values that are real don't live on posters.
- [DIFFERENT ISN’T ENOUGH](https://www.ilpiac.com/2026/03/30/different-is-not-enough/): Being different just to be different isn’t a strategy. It’s a gimmick.
- [WHY US?](https://www.ilpiac.com/2026/03/27/why-us/): The difference that matters is the one that is significant, not what everyone else is already doing.
- [IS THAT CLEAR?](https://www.ilpiac.com/2026/03/25/is-that-clear/): We can't please everyone, and people don't like cryptic messages. Otherwise, they move on.
- [5 SECONDS](https://www.ilpiac.com/2026/03/23/five-seconds/): We can't please everyone, so we have to focus. Otherwise, people will move on.
- [BUSSOLE NELLA TEMPESTA](https://www.ilpiac.com/2026/03/22/bussole-tempesta/): Se facciamo disegnare la rotta solo all'Intelligenza Artificiale rischiamo di finire tutti nello stesso posto, a volte contro gli scogli.
- [URLARE O SUSSURRARE?](https://www.ilpiac.com/2026/03/21/urlare-sussurrare/): Un brand design system solido ci lascia esprimere anche dal punto di vista visivo senza il rischio di perdere in coerenza.
- [HEADING NORTH](https://www.ilpiac.com/2026/03/20/heading-north/): The North Star guides us, showing the way when the waters get rough too.
- [EVERYWHERE = NOWHERE](https://www.ilpiac.com/2026/03/18/everywhere-nowhere/): It's impossible to be everywhere. What matters is being relevant to the right people in fact.
- [CONTEXT](https://www.ilpiac.com/2026/03/16/context/): We never communicate in a vacuum but in relation to our environment.
- [LA VOCE NON SI DELEGA](https://www.ilpiac.com/2026/03/15/la-voce-non-si-delega/): Un brand design system solido ci lascia esprimere anche dal punto di vista visivo senza il rischio di perdere in coerenza.
- [CAMBIAMO LOGO! E POI?](https://www.ilpiac.com/2026/03/14/cambio-logo-e-poi/): Prima di pensare all'esteriorità, al logo, chiediamoci se la cultura interna riuscirà a supportare il cambiamento nel tempo.
- [PLAYING FIELD](https://www.ilpiac.com/2026/03/13/playing-field/): Market positioning matters. Changing the frame of reference also changes the outcome.
- [EVERYONE DOES IT](https://www.ilpiac.com/2026/03/11/everyone-does-it/): Standards are great when they are vital to our offering. But they're not enough to differentiate us.
- [GAMING OR PIZZA?](https://www.ilpiac.com/2026/03/09/gaming-pizza-jtbd/): Our competitors are all who answer to our customer's real needs.
- [NÉ CARNE NÉ PESCE](https://www.ilpiac.com/2026/03/07/ne-carne-ne-pesce/): Il branding ha lo scopo di differenziare. Seguire le mode in fase di rebranding ci porta a omologarci e il branding perde il suo significato.
- [TIMING](https://www.ilpiac.com/2026/03/06/timing/): Understanding the context is essential. So we know when the time is right.
- [WE’RE NOT AN ISLAND](https://www.ilpiac.com/2026/03/03/were-not-an-island/): Understanding the context is not optional. It's essential. Even if we want to be... "disruptive".
- [RESULTS](https://www.ilpiac.com/2026/03/03/results/): We can't please everyone. But we can be a point of reference for our audience. If we chose it carefully.
- [NOT FOR EVERYONE](https://www.ilpiac.com/2026/03/03/not-for-everyone/): We can't please everyone, even the stones know that by now.
- [OUTFIT ≠ PERSONALITY](https://www.ilpiac.com/2026/03/03/outfit-personality/): A brand identity is not a beautiful dress, even if it is covered in sequins.

## Pages
- [Thoughts and rants on brand identity & more](https://www.ilpiac.com/blog/): Posts, rants, ideas, and articles on brand identity, communication projects and a few other topics I deeply care about. Articles and rant mainly written in Italian. 😁
- [What I’m doing now](https://www.ilpiac.com/now/): Since everything was born as a Miro board, I'm now working on a blueprint version of the workshop — “What a Type You Are!” — so you'll probably find it on my Miroverse profile, sooner or later.
- [Privacy And Cookie Policy](https://www.ilpiac.com/privacy-cookie-policy/): This — www.ilpiac.com — is my personal website. You'll find the projects I've done as a designer. This privacy and cookie policy tells you what information is stored and how it is used.
- [Have a short break, have a chat!](https://www.ilpiac.com/contacts/): Do you have a communication project you want to talk about? Reserve your space with X½H (Per mezz'ora/For half an hour) and have a chat!