BrandMate is the Social Mobile App that allows you to share your enthusiasm towards a set of favorite brands, be connected to a community of similar Brand Lovers and discover the latest on any brand.
TM = Tailor-Made
We want to revolutionize consumer-brand relationships and to become the leading platform for brand-related conversations, co-creations & educations, letting consumers explore the universe of brands.
Who are we?
The go-to place for brand-related interactions.
Build exceptional relationships within a Tailor-Made community of Brand Lovers.
Discover the latest on any Brand.
Assessing the different typologies of mobile apps made available to users, it is rather intuitive to notice 4 main categories of software applications. If we go beyond the single features contained inside an app, we can observe that almost the totality of mobile applications can be conceptually included in the
The advent of social media and the diffusion of digital technology have created significant changes in the way consumer-brand relationships are conceived, both by consumers and by companies. This pst discusses some of the major factors that have contributed to this evolution.
1. Personal vs. public conversations
A few decades ago, interactions
I was previously asked to prove that community commitment is an attitudinal antecedent of brand advocacy (and brand loyalty), and is therefore fundamental to the ultimate goal of building brand equity. In other words, I argued that an effective brand advocacy attitude is most easily found in consumers that have
To a certain extent, a manager can use brand ideals to directionally guide the brand’s efforts toward a consistent product and communication innovation. The same applies in the digital environment. A brand is a brand anywhere, whether the context is mobile apps or physical goods. Therefore, it is easy to
According to Stengel (2011), brand managers should be conceived as “business artists”, leaders whose primary medium is brand ideals.
The scope of these business artists is to discover (or rediscover) a brand ideal in one of the five fields of fundamental human values, to build a business culture around the
Marketing and corporate communications managers are often confronted with the need to anticipate market trends. In order to be at the cutting edge of innovation, they are often willing to adopt technology that can generate visibility and a sense of innovativeness, despite the value delivered to consumers can be objected.
One of the major challenges for companies is to guarantee continuity of the relationship development process. Since priorities in companies can change quickly, while the relationships takes time to evolve, it is not uncommon to observe a dramatic change in the online communication efforts of a brand, due to a
The non-realization by brand managers that consumers engagement is something they should be aiming at ONLY after the user knows the brand, has considered its values and benefits, has tried the product and have shown certain level of interest to it, makes the online communication particularly ineffective.
Consider the example of
Relationships are dynamic; they develop and vary over time as a consequence of the interactions between the partners and of the variations in the surrounding environment. Relationships do not follow predetermined stages, although a common pattern can be found. The relational development model put forth by Knapp (1984) describes the
Nowadays, companies are constantly reconsidering their online strategies due to the risk of seriously damaging their reputation, being labeled as “anti-social”, or being unable to handle online conversations. Despite the common belief that keeping an existing customer is seven times cheaper than winning a new one (Bain & Company, 1999),
The recent explosion of interest in social media has led authors from many fields to release books and articles that have attempted to interpret the changes caused by digital technology.
On one hand, these documents have invoked enthusiasm among countless professionals and researchers because they have highlighted the potential of the
The importance of building and maintaining long-term relationships with strategic consumers is further emphasized by the rise of such phenomena as global competition, sharing economy, service industrialization, and private labels. Increasingly, what differentiates one brand from another is not its visual ID or personality, but its overall relationships with consumers.
Recently, there was an explosion of interest in social media and authors from every field released a book with the attempt of interpreting the changes brought by digital technology.
On one hand, these books have invoked enthusiasm of countless professionals and researchers because they stipulated the major potential of the digital
Different from ‘Lifestyle Marketing' research, the Brand Network approach does NOT rely on demographics when segmenting the market (Brand-based Segmentation). In fact, it only focuses on brands the consumer has an emotional connection with and can afford to buy. This is based on the assumption that
Brand Communities are not built on brand reputation (as one may wrongly assume), rather it is built on peoples’ understanding of brand stories. Being communities neither fixed nor permanent, its meaning and concreteness are always being negotiated by individuals. This is true whether group members interact electronically, face-to-face, or both.
The large explosion of brand communities is practically attributed to the diffusion of the Internet. The advent of the Internet and more recently social media - where Internet users collaborate, share information, and opinions - are the critical phenomenons of the past decade in communication.
Depending on the definition of the term
Community is a core construct in social thought. People are held together through shared emotions, styles of life, and consumption practices. Community concept is as alternative form of social arrangements, also called ‘neo-tribes’ or ‘post-modern tribes’ and is not new in brand management studies.
Consumers desire an experience-based marketing that emphasizes interactivity,
In 2007 I was a postgraduate marketing student at University of Lugano (USI), Switzerland. It was during a Consumer Behavior class my first thought about BrandMate’s core concept was conceived. First module of this course, taught by prof. Andreina Mandelli, pertained to market segmentation techniques, when applied
To Partners & Collaborators
LET THE JOURNEY BEGIN!
As of today you are part of something called ‘BrandMate’. At this stage, it is nothing more than a bunch of documents and a few spread ideas. Its destiny is in your hands and you will decide, through your choices, if we are
This form is for those BRAND MANAGERS who are seeking to create genuine, personal, and long-lasting relationships with Brand Lovers. If you are a 'Relationship Ambassador' and your objective is to innovate by collaborating with the most influential people for your business, please reach out to us.