The document discusses the evolution of brands, emphasizing the need for companies to connect with consumers' values and emotions in a meaningful way. It highlights the shift towards experiential marketing and the importance of ethics and sustainability in brand strategy. In a fragmented media landscape, effective engagement with consumers is crucial for brands to remain relevant and impactful.

1. Brand Evolution: Where are we going? See the need: fulfill the need or reveal the dream? Preparado por MBA Nicola Origgi

2. Becoming a legitimate part of people’s lives Greater understanding, sensitivity to the human condition, psychology, cultural influence… Consumers have values…so do brands Brand equity decreases the more disconnected it becomes with the value of the prevailing (targeted) culture We need to understand culture: real culture.

3. Nowadays consumers are not what they used to be They look for experiences They love to feel good with themselves They are so difficult to reach… Brands must evolve. They are lovemarks rather than trademarks Betray the consumers (and his / her values) and you shall lose them forever Involve them, make them feel good and you will perhaps win them over, even though not for ever…

4. Mood and Experience Enhancement Technology is human: The aim is a balance Empowerment, self Creation, personal expression The luxury of ethics: humanity, Ecology, the right of indignation Brand strategy

5. Mood and experience enhancement The advent of experiential marketing Theme parks, experiential museums, concept stores, events…Just stay relevant . Must have a meaning

6. A few examples

7. Technology is human Use technology to help people have a better life by discovering new ways of reconnecting with their values as human beings Create a stronger brand experience, more fulfilling to develop a strong emotional bond

8. A few examples

9. Empowerment, personal expression Consumer as creator? An everyday hero? Collaboration in branding: consumers are helping to create brands Brand will have to become more flexible to allow interactions with consumers (and creation) What is the risk?

10. A few examples

11. Ethics, the right to feel indignated Increased importance of ethical ideals: a sense of well-being on a spiritual and moral level has become something our society now really cares (Maslow Pyramid) It’s part of culture: relevant brand must demonstrate sustainability and guilt-free Brands become people’s partners in this search as long as they are rooted in real desires and dreams of customers Being useful is crucial The glamorous green

12. A few examples

13. So now, how to communicate? Getting to consumers is not as easy as it used to be a few years ago… Cable TV, Web, etc.  audience is fragmentating Are we really making an impact? How do you know that? Engagement now will be the crucial variable in: Message Media Communication

14. THANKS A LOT