MEET ITALY says good-bye to 2019 and celebrates its two-year an niversary (albeit a few days late) with one more great Brainstormer on brand management.
A focused group of 14 people came together to discuss how companies can build and manage brand equity in a world driven and fragmented by social media, pivoting demographics and new customers’ requests.
Through technical presentations by Guido Laudisa and a real life, in-depth case study by Raimondo Boggia on how the House of Bulgari built AND protected its brand equity, our group came to agree on one important element: consistency is the most relevant factor when building a brand for the long haul. Consistency might come at the expense of short-term profits and might dictate fundamental changes to the business strategy, but the long-term reward can significantly overcome all other issues.
An additional point of discussion was the shift from product to experience as customers now seem much more focused on the experiential part than the more direct and simpler relationship with the object. Providing an experience rather than just an object, dramatically shifts the importance of crafting a brand strategy and makes the process multi-dimensional.
For more details on the subject, you can access Guido's Branding presentation the here, or can contact directly our experts here:
Guido Laudisa, Owner/Principal Ethos Factory
Raimondo Boggia, Owner Boggia Partners
The group also discussed our community’s projects and aspirations for the coming new year. In 2020, MEET ITALY wants to continue in its path of growth in terms of quality of the network and numbers of connections. The Brainstormer formula has been identified as one of the most powerful tools to help our community develop and increase the quality of the relationships and discussions. For this reason, MEET ITALY will work hard in 2020 in order to produce a higher number of such type of events.
In the meantime….. HAPPY HOLIDAYS TO ALL!!!