21/03/2023 – When we talk about brand strategies we have to think of increasingly innovative and innovative development models, in this sense, we don't just mean new technologies or digital, we mean above all “methodology” !
Prada it could focus its communication and articulate its brand strategies on the quality of its production, on design and the combination of innovative materials, nevertheless – having already done so and having found that competing brands can say the same at any time – has decided to focus on a decidedly new strategy, thus standing out among the competitors for a very particular mission.
Governments and communities are now aware of the urgency of undertaking effective policies and actions that can counter the trend of climate change and the effects on the environment, indeed Prada has taken on this mission and has decided to devote its efforts to educating citizens both theoretically and practically about urban forestation.
L’head of corporate social responsibility del Gruppo Prada, Lorenzo Bertelli, has devised and structured a strategy in collaboration with Forestami which provides for a structured program over three years with meetings, seminars and workshops coordinated by Maria Chiara Pastore, professor at the Milan Polytechnic and with the involvement of some of the greatest national and international experts in greenery and forestation.
The training program, both practical and theoretical, was created to promote and disseminate the principles, the values and main scientific notions of urban forestation. At the end of the training program, participants will have acquired transversal skills on urban forestation, will be able to recognize the most suitable spaces for a 'green transformation', will know the benefits of urban forestry on our physical and mental health and what types of trees, shrubs and plants are best suited for our cities.
Forestami is the project promoted by the Metropolitan City of Milan, the municipality of Milan, Lombardy region, North Milan Park, South Milan Agricultural Park, ERSAF and the Milan Community Foundation, which provides for the planting of 3 million trees by 2030, to grow natural capital, clean the air, improve life in greater Milan and counter the effects of climate change. Born from research by the Milan Polytechnic thanks to the support of the Falck Foundation and FS Sistemi Urbani. The collaboration between all the promoters has made it possible to build a strategic vision on the role of green areas in the Milanese metropolitan area and to give life to a census process, enhancement and implementation of all green systems, permeable and lined with trees, to encourage policies and projects to promote urban forestation activities and build a Metropolitan Park in the Milan area.
The creation of an Academy is one of the interesting strategies for a brand that wants to support its reputation and an initiative of this kind does not always have to do with the product. Indeed, Prada chooses the path of social responsibility, therefore a value that represents an asset in the definition of the brand and that creates identification in the clientele. But there are other strategies and other models with which to implement a development plan…
Then, the brand strategy meets that of corporate marketing, the positioning and communication benefits from it, the same brand acquires some levers with which to move on the market chessboard.
For more information, insights and evaluation on branding and marketing strategies for your company, you can write to us by emailing management@mito.org.uk .
