28/09/’20 – #Communication for many companies is becoming an element of great importance especially in this Covid-19 phase in which many events and many relationships are developing online or digitally, in order to stem the contact effect.
In this sense we are witnessing a considerable ferment on the image front, with the marketing and commercial divisions looking for the best and most effective solutions in order to keep the interest of the market alive and possibly attract new customers. #Retail itself inevitably had to revise some communication models, no longer being able to count on physical space and its scenic effect for large numbers of visitors. The long wave of the pandemic is therefore producing its effects, which we will probably have to adapt #strategies and investments for a long time.
But how companies react to this new scenario ? As always, careful observation of some excellent or interesting cases helps us to frame a context, understand the possible trends in progress and hence develop one's own awareness and possibly define one's own action plan.
th and ’ It is interesting to observe how some companies have recently focused more on values than on function, more on the inheritance than on the product. And in doing so, they decided to tell the public about themselves with an almost intimate communication, designed to welcome the public and share the corporate spirit, what guides management in creative and strategic choices, but also by developing new forms of communication that can relaunch, refreshing it, the brand image and stimulate new sensations in the consumer.
It is an approach at the moment “tactical” which allows the company to develop a more targeted communication model, because the consumer is looking for interests, even more than before, from which to draw inspiration to redesign his style or his own type of purchases. At all levels, dal fast fashion al luxury, many companies have presented videos with which to tell an experience or a particular trait of the corporate mood (stylistic choices, colors, lifestyles), in which characters in well-constructed settings from the choreographic point of view carry the audience talking about fascinating values and stories.
th and ’ the case of the world of fashion and home collection of the brand “Luisa Beccaria”, for example, which takes the consumer on a walk in the woods among the stylist, mother and daughters, literally hosting the public in the Feudo del Castelluccio in Sicily, restored by the stylist, where the designer and her daughters make bread, they collect olives, they share moments of family intimacy to present the new collection entitled 'Know thyself’ .
Another brand that tells a lot about itself through the designer's stories is “Elisabetta Franchi”, an interesting brand from a stylistic point of view, but even more interesting precisely for the choice of matching the image to the lifestyle of the designer who tells about elegance and taste by opening places and moments of her day in a sort of live social campaign.
In an even more structured form, from a brand image point of view, there is “Rolls Royce”.
The Spirit of Ecstasy company has given life to a communication of great impact that has clearly departed from the traditional concept of product luxury, going towards the telling of stories that speak of travelersi , of art or its new identity updated to a very different era than it is today, as a supplier of moments of prestige rather than a manufacturer of cars for crowned heads and businessmen, with the launch of the line “black badge”, as per company claim: << Black Badge is for those who reject conformity and live on their own terms. It’s for the innovators, trailblazers, rule-breakers — and above all — those who dare >> .
The very recent case of “Lamborghini cars” who decided to build a current story with his trip to Italy, creating a photographic project entitled "With Italy, For Italy – 21 views for a new drive“.
The story aims to support the country by enhancing the quality and competitive identity of Italy through its own 20 Regions, placing the value of the company at the center as a testimonial of that passionate and passionate Italian industry, clearly detaching itself from the level of technological competition or style which until recently was unequivocally the main asset of a sports car manufacturer.
20 selected photographers and a dozen modern and historic cars that represent the company's value over time, have been lent to the images of the country with an absolutely new approach to the customer (internationally).
Different narrative models, different market objectives, but very similar logic: the company needs to become familiar with the market and consumers.
The approach to communication today requires a much more refined sensitivity. The comunication “push” that once made super creative messages available to businesses, special effects and even advanced graphic technologies with the sole aim of making the image of a brand stand out over the competition, today it may no longer have the same level of efficiency and consumer appreciation.
Social media have undoubtedly changed consumer awareness and revolutionized the way to participate in the continuous evolution of the market. A market richer in content, made up of trends that are constantly fed by the same amount of communication present on the network, consciences that rightly or wrongly move on fundamental values such as sustainability, respect for the environment, the rights, the recognition of a national spirit, solidarity with businesses as a common front to react to the hardest difficulties, as it was for Covid-19.
All these elements are part of a new paradigm that requires study and work, in order to define an interesting brand strategy and able to convey to customers a good or excellent reputation of the brand.
Whether you are a large company or a small business, it doesn't matter. Each has its own target market, each has its own positioning to work on, but a common element for all is a new form of communication to support new projects with which to emerge on the market.
For information and clarifications, do not hesitate to contact Mito Luxury.
Email: management@mito.org.uk
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