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 …
Digital Innovation
3 May 2023
Metaverse: the new frontier of business and digital marketing – Part 2
In the previous article, we talked about what the Metaverse is, what its main features are, and what opportunities it offers for business. Let us now see how Marketing can take advantage of the opportunities of the Metaverse. Marketing in the Metaverse: challenges, opportunities and advantages We have mentioned that the Metaverse is a unique …
Digital Innovation
6 April 2023
Metaverse: the new frontier of business and digital marketing – Part 1
Metaverse has been talked about for some time now as the promise of a world that will allow those who populate it to live, create and interact in a virtual environment, just as real and meaningful as the real world. In short, a great opportunity for companies that will be able to equip themselves with …
Marketing & Communication
19 July 2022
Employer branding and the role of brand ambassador
Employer branding is not just a task that concerns HR managers, but a real brand marketing activity that involves employees, who can take on an important role in corporate communication, becoming actually brand ambassadors. What is employer branding and why it’s increasingly important for companies Literally employer branding means making a company very attractive for …