E&M
2022/4
Contents
![](https://digitalibri.egeaonline.it/getImage.php?id=28864&w=318&h=464&c=0&co=1&f=0&t=0&.jpg)
Dossier. Urban Regeneration
The Virtuous Circle of Sustainability
Dossier. Living
New Social Needs at the Center of Living
Make Way for Proptech as a Lever for Growth
Dossier. Commercial
Great Transformations of the Sales Sector
Offices Are Changing; Investments, Too
Focus. The New Normal in Marketing
When Images Become a Repository of Data for Businesses
Brand Management between Back to the Future and Interstellar
The Key Points of the Digital Transformation of Go-to-market
Visual readings
Sharing economy
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.