Artificial Intelligence is entering the relationship between Brands and people, becoming a new interlocutor capable of representing Brand identity and personality. This creates a new challenge for Brand governance: defining not only how AI should speak, but also how it should behave in different situations, ensuring consistency between Brand values, promises, actions and experiences.
Marketing Strategy
31 October 2023
Customer Centricity: what it is and why it’s crucial for business success
“Customer expectations and behaviours have changed dramatically over the past decade. Organisations are expected to meet customers’ needs and expectations at every interaction, in return for customer loyalty. The ability to deliver this depends on the extent to which “Customer Centricity” is embedded within every single person in your business” Cormac Hughes (Partner, Strategy & …
Marketing Strategy
12 July 2023
Brand as Person: the evolution towards a more human approach
In the past, the brand was identified by a concept often built up to create an ideal identity that the company wanted to represent and communicate to its customers. Today, however, the identity of a brand takes on much broader and more experiential aspects and relationships, sometimes even difficult to control. Brand is a complex …
Marketing & Communication Marketing Strategy
13 April 2022
Old Keywords, new meanings | Part 3: Diversification
One of the most challenging decisions a company can confront is whether to diversify: the rewards and risks can be extraordinary. — Harvard Business Review In a period of deep market transformation and increasing digitalization, companies are facing important decisions for their future. In these times, adopting a diversification strategy means for a company to …
Marketing Strategy
27 May 2020
Two fundamental keys of the Post Covid Strategy will be Creativity and Expertise
In the post-Covid era, Marketing cannot be exempt from a revision of its models and paradigms
Marketing Strategy
4 May 2020
Companies need strategy
Building an effective and flexible strategy and a marketing plan to exit the crisis
Marketing Strategy Temporary Management
3 April 2020
Social Commerce | a new way of purchasing during Corona Virus
Social Commerce consists in purchasing products directly from social networks, not going through the e-commerce portal.