Serviceplan Group:
Presented the Book Three of Best Brands: Marketing beyond generations for the new generations of marketing.
06.05.2024
Presented the Book Three of Best Brands.
The words of the new esperanto. Marketing beyond generations for the new generations of marketing.
The volume, edited by journalist Giampaolo Colletti, outlines the new scenarios of marketing and communication and represents the culmination of the cultural operation of the Club, the Best Brands think tank, which has collaborated with Amazon, JBL, Dash, Lego, Mattel, Nutella, PayPal, Samsung, Tempo, and Xbox.
A year of work, the best Italian brands, and an in-depth analysis: these are the ingredients of the Book Three, the publication of the Best Brands Club that tells the most successful marketing strategies for success beyond generations. Born in 2021, the Club brings together the top brands of Best Brands Italy within a think tank, supported by Serviceplan Group, GfK, Rai Pubblicità, 24 ORE System, IGPDecaux, ADC Group, and Community, and endorsed by UPA. The goal is to study and share with professionals and enthusiasts alike what it means to build strong and successful brands.
The volume Three, curated by Giampaolo Colletti, journalist and marketing expert, was presented on May 6th at the Mudec – Museum of Cultures in Milan and will be the subject of a digital out-of-home (DOOH) campaign in the main metro stations of Milan thanks to the support of IGPDecaux.
The pages of the Book Three tell the experiences of the companies at the top of the 2023 edition of Best Brands Italy, through interviews with their CMOs, delving into the marketing strategies and communication levers that guided their campaigns to excel in a multi-generational market: Amazon, Dash, JBL, Lego, Mattel, Nutella, PayPal, Samsung, Tempo, and Xbox.
During the presentation at Mudec, Giampaolo Colletti led a talk with some of the protagonists of the book: Alessandro Chiarmasso, Country Lead Corporate Communication of Amazon for Italy, Alberto Petroni, Marketing Manager JVCKenwood Italy, Andrea Ziella, CEO of Mattel Italy, Davide Cajani, Head of Marketing LEGO Italy, Stefano Lelli Mami, Marketing Director Nutella, Maria Teresa Minotti, Country Senior Director PayPal Italy, Francesco Cordani, Head of Marcom Samsung Electronics Italy, Maria Laura Deni, Italy Communications Manager Essity.
Also present were: Federico Silvestri, General Manager of Media & Business at Gruppo 24 ORE, CEO of 24 Ore Cultura (the company that, together with the Municipality of Milan, manages the MUDEC), and CEO of Il Sole 24 Ore Eventi; Raffaele Pastore, General Manager of UPA; Francesco Giorgino, Director of Rai Ufficio Studi and Professor of Communication and Marketing at Luiss; Giovanni Ghelardi, CEO of Serviceplan Group Italia; and Enzo Frasio, CEO of NielsenIQ and GfK Italia.
It was an important moment of discussion, during which different paths to success emerged, as there is no single formula or model to follow. What unites the Best Brands is their ability to adapt to continuous changes, to courageously interpret new scenarios in marketing and communication, and to seize the opportunities offered by digital transformation.
The Book is an invitation to "go beyond", overcoming the stereotypes of a complex system, where generations coexist, sharing values and consumption habits that converge despite differences in language and needs. Becoming a Best Brand is an ongoing journey that requires flexibility, foresight, and the ability to embrace innovation.
"The journey of a Best Brand is a balancing act between tradition and transgression: a journey accompanied by the inseparable baggage of experiences and knowledge gained, driven by the incessant desire to explore and constantly regenerate. Never before has this journey required agility and the ability to navigate between different worlds, cultures, and values that intersect and coexist. Words, symbols, styles, and sounds form the new intergenerational Esperanto: the language that speaks to everyone, the one that only great brands quickly learn and, above all, contribute to defining. This Book Three is a testimony for those embarking on this extraordinary journey," affirmed Giovanni Ghelardi, CEO of Serviceplan Group Italia.
"Book Three documents the visions and strategies of the crème de la crème of business excellence, the Best Brands recognized and loved as the best allies in the turbulence we are going through. The speed of techno-cultural change arouses new desires and needs, and brands must seize these opportunities, trying to understand the sentiment of generational cohorts. GfK research invites us to move beyond stereotypes. Generations are not homogeneous groups, but porous and mutually influential. Therefore, new languages and means, new purposes and strategies will be needed. With the awareness that we are transitioning from Me Culture to Generational Digital," added Enzo Frasio, CEO of NielsenIQ and GfK Italia.
"If there is a common thread that ties together all the testimonies you will read in this Book Three dedicated to the new marketing professionals, it is the need to go beyond commonplaces. Let's banish age-related clusters; what is emerging is a generational Esperanto. Different age groups trying to dialogue, confront, and grow. All this has an impact on strategies, but also inevitably on marketing and communication campaigns. Thus, the Best Brands speak transversally with narratives from the most fluid boundaries," concluded Giampaolo Colletti, marketing expert journalist, and curator of the volume.
The volume is available for free download on the website best-brands.it.
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Martina Alberta
Marketing & Communication Manager
Serviceplan Group
Let's get in touch with us!
