Post by sitomo101 on Mar 10, 2024 23:21:15 GMT -5
This avoids incurring a narrative as an end in itself, but brings us back to a relevant narrative , which makes one's actions a real improvement for everyone's life. How do you do it? Offering consumers experiences , actively proposing transformative and improving solutions, from an existential, identity and significant, point of view. Marketing, which tends to become "existential", means exactly this: offering answers that can be significant, developing narratively adequate communication . This text therefore not only reflects on a new marketing paradigm , but also provides many solutions and practical examples, through which to become aware of these changes. The direction in which existential marketing is moving is more human , true.
A book definitely worth reading to rationalize a point of view that Oman Phone Number Data those who work in marketing probably experience directly every day. Interview with the author: Stefano Gnasso existential marketing; identity; authenticity; consumers buy; individuals choose; communication; Stefano Gnasso What was the origin of this project? This book was born from a reflection that has lasted a long time, started by another text "Consumption and identity" from 2012. In fact, I have been reflecting on experientiality in the field of marketing and consumption for many years. In recent years my reflection has then turned towards the existential component. A challenging term but one that conveys very well the idea of a paradigm shift in marketing, this is what I wanted to talk about in the book, a trend that, if it was just born then, today has perhaps taken on even more substance.
I am writing another book on the subject, which should be released in February, precisely to delve deeper into and confirm those trends that have strengthened even further today. By the way, some time after publication, what are the trends highlighted in the book that have been confirmed? Among the things I talked about in the book and which have been forcefully relaunched today, there is certainly what I defined as "aesthetics of duration", as opposed to the aesthetics of the ephemeral. Today, durability has become a fundamental key to current consumption, anyone who does not embrace this trend risks being left out. In fact, ephemeral advertising now coincides with a vision of obsolete advertising. This trend was reconfirmed during the pandemic period, in which durability became a requirement.
A book definitely worth reading to rationalize a point of view that Oman Phone Number Data those who work in marketing probably experience directly every day. Interview with the author: Stefano Gnasso existential marketing; identity; authenticity; consumers buy; individuals choose; communication; Stefano Gnasso What was the origin of this project? This book was born from a reflection that has lasted a long time, started by another text "Consumption and identity" from 2012. In fact, I have been reflecting on experientiality in the field of marketing and consumption for many years. In recent years my reflection has then turned towards the existential component. A challenging term but one that conveys very well the idea of a paradigm shift in marketing, this is what I wanted to talk about in the book, a trend that, if it was just born then, today has perhaps taken on even more substance.
I am writing another book on the subject, which should be released in February, precisely to delve deeper into and confirm those trends that have strengthened even further today. By the way, some time after publication, what are the trends highlighted in the book that have been confirmed? Among the things I talked about in the book and which have been forcefully relaunched today, there is certainly what I defined as "aesthetics of duration", as opposed to the aesthetics of the ephemeral. Today, durability has become a fundamental key to current consumption, anyone who does not embrace this trend risks being left out. In fact, ephemeral advertising now coincides with a vision of obsolete advertising. This trend was reconfirmed during the pandemic period, in which durability became a requirement.