FRONTLINE INTELLIGENCE COMMUNICATION Consultancy | Mentoring | Interim Management
FRONTLINE INTELLIGENCE COMMUNICATION includes the processes and outputs with a very high potential for Brand Empowerment ("Data is one of the most powerful mechanisms for telling stories", S. Levitt): while information/data often represents an important content of communication (Content Marketing), on the other hand it is opportune to manage communication and business interactions as controllable sources of information / Big Data, of the highest quality.
CINNAM (, through its Frontline Intelligence Communication methodology, supports the Customer in the following activities and decisions:
• Market Insight - choice of market/customer insight/performance attribution processes, integration and interpretation of acquired data, identification of business potential in the market;
• Internal Info Sharing - design, activation, management and innovation of information channels and internal interaction, to share the acquired knowledge on the market and make information a strategic development resource;
• Frontline Performance Info - design and management of the monitoring system of commercial performance, marketing and innovation; reporting system and/or online dashboard design available internally and/or externally;
• Frontline Data Source - generation of new data /information through events, primary research and other interactions.
• Content Marketing - data design, management and innovation.

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ALIGN FRONTLINE & STRATEGY Consultancy | Mentoring | Interim Management
Even the brightest strategy has no value if it is not put into practice and well executed, especially by the people who interact daily with the customers of your Company.
Take a look, do you currently address at least one of these problems?
• High Strategy & Flat Experience: a lot of time and energy spent on the development of a business strategy and with customers dissatisfied or disappointed?
• Good Intentions & Poor Performance: an exceptional promotional campaign, but sales do not take off; an excellent commercial launch, but few repurchases; perfect brand care, but no loyalty?
• Frontline Innovation & Strategy Tradition: digital interactions, technology, IoT, social media ... big data and many inputs from the market in real time, but your strategic planning process is still the same?
If so, please contact us ( to challenge together one of the biggest problems of today's business.

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The MM LIGHTS, within MARKETING MODEL Based MANAGEMENT (MMBM) is a suitable working/training format for incremental innovation and continuous improvement projects, managed in a market with a “heavy traffic” of competitors. The starting methodology is a competitive benchmarking, furthermore enriched by disruptive innovation methods and techniques, with the aim of accelerating the change and influence a company’s agility, positioning and leadership.
In MM Lights, there are three colors of “traffic lights”, even though slightly changed:
• the red one, which characterizes the first workshop and means “stop!”, “take care!”, “see what is happening around you!”;
• the next workshop is colored blue, which symbolizes “Blue Sky” and “Blue Ocean,” and it is managed using trans-sectorial benchmarking and trendwatching;
• the green light switches on when the sustainability and feasibility of the proposed improvements are confirmed. The green workshop often launches quick-win projects, too.

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The MM Brain is a conceptual framework used in our Molecular Marketing Braining process that allows the individual and groups to activate and exploit a vast range of thinking capabilities. The MM Brain is explicitly based on the human brain anatomy and neuroscientific knowledge concerning the regional localization of neuropsychological functions in the cerebral hemispheres. There are different MM Brain sections, belonging to the four, ideal human-brain areas: the “right” cortex, which is considered visual and creative; the “left” cortex, which is considered verbal and analytical; the experiential “limbic system”; and the “frontal cortex,” which is involved during problem-solving and decision-making activities.
Although scientific research has shown that brain activities aren’t quite as polarized as once thought, the MM Brain model concept is pretty functional for working within holistic marketing practice (MMbM - MOLECULAR MARKETING Based MANAGEMENT).

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CINNAM has launched a new advisory and mentoring service entitled MARKETING MODEL Based MANAGEMENT. The proposal is intended as a methodological and creative service support for organisations and professionals that seek innovative business management drivers and reference processes for the company and customer value creation.
Especially positive results, concerning the introduction of Marketing Models as decision-making tools, are achieved in the following processes: Business Modeling, Strategic Business/Industrial Planning; Marketing and Commercial Planning; New Product and/or Service Development and Launch; Bidding and Contract Management; Brand Management; Customer Relationship Management; Change Management.
Three basic collaboration formats can be previewed: methodological consultancy and mentoring on site; methodological consultancy and mentoring on line; complete methodological and content marketing advisory service.
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CFMT Marketing Seminars
Also this year we propose in collaboration with CFMT two seminars dedicated to marketing and business innovation: "Strategic Marketing Models" and "Operational Marketing Models".
The next appointment is in Milan on May 29th.
MMbM Philosophy
The actual global market exchanges have to be supported by innovative integrated solutions, hardly provided by traditional business management.
MARKETING MODEL Based MANAGEMENT (MMbM), developed by CINNAM, is a concrete response to the companies’ exigency to be sustainable, flexible and closer to the market; to understand, anticipate and satisfy customers’ experiential expectations within the “floating world”, with the best possible performance.
Model Based Management refers to the activity of managing and making decisions regarding the future direction of a business, processes, or systems based on information obtained from models that document a specific business context. A Marketing Model, in particular, designs a concept of the market multidimensional reality, putting the market and people perspective in the center of the whole sight. If introduced and employed within key management processes, it assures an absolute devotion to the customer and an automatic alignment between the company and customer value creation.
MARKETING MODEL Based MANAGEMENT acts along with the two essential directions:
format and methodology innovation, carried out through new processes and creative tools;
content innovation, moving the focus of opportunity research, development and execution towards new markets, customer needs, communication formats, selling techniques and care giving.

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MMbM Applications
MARKETING MODEL Based MANAGEMENT is essential for all contemporary organizations that are authentically customer oriented, throughout their internal and external activities.
CINNAM manages its advisory services both along with the specific management processes (business planning, new product development, change management and others) and for the conception, design, testing, employment and sharing of the Strategic Marketing Model.

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The referential text for the MARKETING MODEL Based MANAGEMENT advisory and mentoring is MOLECULAR MARKETING: Market Leadership Creative Modeling, written by Iveta Merlinova. The publication presents a disruptive approach to the strategic market development and business modeling based on systemic collaborative creativity and sustainable strategic design. “Marketing Molecules”, developed and deployed through specific creative processes that are proposed in the book, represent dynamic systems that define a higher level of competition/business innovation than their elements do.
Accordingly, the architecture of the book reflects three main areas of concern within today’s marketing innovation: on the first level, the innovation of marketing elements/drivers structured in the original Molecular Marketing Table of Elements; on the second level, innovation in marketing processes, offering solutions such as “Molecular Marketing (MM) Zooming”, “MM Cooking”, “MM Braining”, “MM Veectoring”; and, on the highest level, innovation in marketing models (i.e., Marketing Molecule Model, Marketing Innovation Model).
The book uses in parallel verbal and visual language, and the whole content is proposed through integrated twin pages that combine text, infographics and management frameworks in an alternative and very comprehensive way.

The book is available on Amazon and iBook
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