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Luxury Brands and the Longevity Economy: Has Gen Z Become a Strategic Bias?
Over the past ten years, Gen Z has been the absolute protagonist of every conversation about the future of luxury.
Industry reports, conferences, market research, marketing strategies: everything seems to revolve around how to win over younger consumers. TikTok, gaming, the creator economy, phygital experiences, the metaverse, social commerce. It’s hard to find a presentation on […] -
Marketing and AI: if it had been called “idiot savant”, would you still have used it?
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The name is already a strategy
In branding, a name doesn’t describe a product: it builds it. It sets expectations, positions in the market, shapes perception before experience even begins. Whoever named these systems “artificial intelligence” knew exactly what they were doing. They chose […]
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NOSTALGIA MARKETING
“Nostalgia Marketing” is an increasingly widespread expression used to describe a global trend that favors a return to the past in customers’ purchasing preferences. Trends such as Y2K, the use of vintage, or symbols from the 1980s are just some examples of this phenomenon, which ranges from fashion to cosmetics and even design.
The push towards […] -
3 PILLARS OF STORY TELLING IN BUSINESS
And why you should wait before asking ChatGPT to write a story or create a campaign
Advertising is boring. We’re bombarded by banners, pop-ups, and messages of all kinds, making it increasingly difficult for a new product, service, or innovative project to stand out and attract attention. More importantly, it needs to stick in the minds […] -
THE IMPORTANCE OF BRAND IDENTITY – Step 2
In this part we address an important aspect of brand identity, the one relating to visual elements such as image, logo, colours, which immediately identify the brand in the eyes of the public. These aspects are tangible elements that have a strong effect on the perception of a business because they are the first to […]
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THE IMPORTANCE OF BRAND IDENTITY – Step 1
The word “brand” comes from the Nordic term “brandr” which means: to burn, to mark on fire. And it is not a case. A lot of people think the good quality of a product, or a technical innovation is enough to attract attention, but it’s the perception we had already, before trying a new product […]
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Branded Content Podcast
How to use it for business communication
Photo credits Sound On on Pexels
Podcast listening is worth more than $11.5 billion worldwide (source: Podcast Insights 2021), with a growth forecast of about 31% annually, to the point that native podcasts are thought to take the place of radio.Worldwide +2,000,000 podcasts have been created and their audience grow […]
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Will Seo Kill Literature?
How many chances are there for a digital Shakespeare to be born?
Consideration for content creators
Who in the last five years has passed to create content from offline to online has immediately collided with a discipline (or rather with a set of techniques) called SEO, Search Engine Optimization, namely that particular branch of digital that helps companies […] -
Branding Issues, E-commerce and Smart Working, during pandemic
Considerations, Prospectives and Some Evidences in the Beauty Industry
shared with Communication Experts, Consultants and Beauty Companies.
In the last few months of lockdown in Europe, companies have changed dramatically their established action plans to react to new situations and manage the limited access to products and services for people. Among the different effects which are influencing […] -
Shifting Business Models, Values and Emerging trends following the Coronavirus Impact
“A crisis can be a real blessing to any person, to any nation. For all crises bring progress. Creativity is born from anguish. Just like the day is born from the dark night.”
Albert Einstein
In a world reversed by the deepest event since the Second World War, all we knew until yesterday have to adapt. Patterns, […]
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