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Digital Platforms and Sustainability: a New Corporate Branding Model
The rise of digital platforms has created new opportunities for companies to interact with consumers and expand their networks. Digitalization has driven significant technological and cultural shifts, with a growing emphasis on corporate identity and sustainability. Platforms have evolved beyond mere technological tools into dynamic ecosystems, enabling businesses to reach diverse customer segments ...
Communication strategies of sustainable restaurants
Sustainability has become a strategic driver across all industries, but in the restaurant sector it carries a particularly distinctive relevance. In communication and storytelling around each dish and culinary experience, it is essential to convey narratives that weave together environment, society, culture, and business: from the origin of ingredients to production methods, from raw material management ...
Guidelines for Sustainable Communication: Green Marketing Strategies in Video Content
In the evolving landscape of digital communication, where sustainability has become central to both corporate identity and consumer expectations, the method of conveying messages is as crucial as the message itself. Companies that fail to communicate their environmental efforts effectively risk not only consumer disengagement but also reputational damage – often facing accusations of greenwashing ...
Diversity, equity & inclusion: how to assess consistency between sustainability disclosure and branding initiatives
Over the past ten years, the demand for sustainability reporting has grown exponentially. Companies today operate in an increasingly complex regulatory context: from the Non-Financial Reporting Directive (NFRD) of 2014, which first drove toward greater transparency in non-financial information disclosure, to the more recent Corporate Sustainability Reporting Directive (CSRD) of 2024. The latter ...
CSR as a strategic lever in professional football clubs
The agenda of corporate social responsibility (CSR) has been gaining momentum in the industries of professional team sports, including the football industry. Professional football clubs have been engaging more intentionally and extensively in a plethora of CSR activities. In practice, CSR engagement activities, in the forms of community-oriented programmes, socio-cultural activities, and environmental ...
Fantastical thinking, transportation and persuasion in advertising
Nowadays using advertising narratives is becoming a priority for companies that want to capture customers’ attention (Hogan 2003). Narrative advertising (i.e. story-like format advertisements which contain rich details thematically and temporally related (Adaval, Wyer 1998; Wells 1989) are able to engage individuals (Hirschman 2010). This is the case of the new Dior campaign (2011) crafted ...