Titlebook: Brand Storming; Managing Brands in t Michele Fioroni,Garry Titterton Book 2009 Palgrave Macmillan, a division of Macmillan Publishers Limit

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https://doi.org/10.1007/978-3-662-66460-5ly demonstrates how faith, belief and community can become the basis of new marketing strategies.1 In fact, examples of advertising campaigns where an approach employing ultimate reality, the superior aim of existence or even mysticism as the main theme are not rare.

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The Brand Between Emotions and Experiencesot be reproduced in a virtual environment: experiences and senses. The use of experience as a basis for developing new marketing strategies today represents an effective way of retrieving “psychological satisfaction” in purchasing and consumption models, by making it possible to build new worlds, ci

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The Brand’s Genetic Clockange through a process of constant learning. As in the natural process of evolution of the species, only those brands which adapt easily to changes in the environment by applying acquired knowledge are able to survive and regenerate: the great brands therefore are those which, thanks to this process

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