Dossier. Urban Regeneration
Focus. The New Normal in Marketing
Organization and People Management
Brand Management between Back to the Future and Interstellar
Today brands are one of the most precious corporate assets that exist, and also an important business tool. The priorities for brand management can be summarized with three I’s: “immersion” in both physical and digital reality; “integration” of channels, devices, platforms, and sources of value; “impact” that is not only economic, but also ethical and social. Those priorities correspond to different opportunities of development through some brand drivers: immersion in real and virtual channels; use of big data, artificial intelligence, and machine learning; use of Web2 and Web3, the Metaverse and NFTs; and creation of economic value and a broader social and environmental function linked to brand purpose.