Adnkronos (Adnkronos) – “At this moment, people have an extra opportunity: that of seeking very timely information about brands.
What's changing is certainly the emergence of a new, rational approach, linked to the search for precise and accurate information, precisely that provided by artificial intelligence. Consequently, brands' strength will be truth: they must be authentic.
Product formulas must be effective, and companies must not hide their effectiveness in any way, since consumers, although attracted by communication campaigns, will then seek out supporting information to verify the veracity of the promises before completing the purchase.” This is the message from Matteo Giarrizzo, Head of Media & Digital at Opella Italia, speaking at Intersection, the largest event in Italy dedicated to marketing, communication, creativity, and technology, currently underway at MiCo in Milan.
“Truth therefore becomes the real differentiator,” he emphasizes. “What makes a brand truly strong is consistency: an identity aligned with what is offered to consumers.
The brand certainly remains tied to values and emotions, but today this new relational aspect is added: if I declare what I am and am consistent, then I am repaid by the public's trust", he concludes.
saving
webinfo@adnkronos.com (Web Info)