Building on two decade’s experience in strategic marketing, author, researcher and trainer, Bassani now teaches intuitive thinking applied to creativity, decision making and self-knowledge for corporations.
After developing the Perceptioning®technique he become involved in intuitive thinking applied to innovation at the end of the 90s. Perceptioning® utilizes feelings to create strong brand perceptions and is applied by corporations, taught at universities and is subject of numerous undergraduate dissertations.
He has taught graduate and undergraduate courses at POLIMI (Milan Polytechnic), University of Genoa, University of Verona, Ca’ Foscari University of Venice and University of Paris. He has been key speaker at Faculté d’Économie of Université Paris Ouest Nanterre La Defense, in conjunction with the annual “Brand Design” conference, organized as a result of the publication of his book.
As a branding expert he has worked on the definition of global brand identity for multinational electronics corporations such as Motorola and Alcatel.
Together with a group of cognitive scientists and marketing experts, he has contributed research to the founding of the Eidethic Institute, with the purpose of conducting in-depth studies in consumer’s unconscious behavior.
Based on his expertise of the language of the unconscious, he has devised two techniques that apply intuitive feelings to corporate innovation: Perceptioning®, in the field of branding, and Sensing®, where feelings are used to develop intuitive thinking applied to creativity, decision making and innovation.
He is the author of Brand Design, which has topped the marketing manuals best seller lists for 10 years and has been included in examination material of renowned Italian and French universities such as Milan’s IULM (Università di Lingue e Scienze della Comunicazione), Toulouse’s IAE (Institut d’Administration des Enterprises) and the University of Paris.
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