Mobile Apps Categories

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

5 major changes in consumer-brand relationships

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

Brand Community to Brand Equity

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

From Brand Ideals to App Purpose

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.

Brand Ideals: connecting content strategy to relational strategy and brand strategy

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)

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