Tuesday, January 31, 2023 (2:30 pm - 5:30 pm)

AGGIORNAMENTO PERMANENTE
IN PERSON
New branding imaginaries: between purpose, activism and perception management

Baker Hughes Florence Learning Center Via Perfetti Ricasoli, 78 - 50127 FIRENZE

In an age of continuous emergencies, from geopolitical crisis to the climate, brands must find new ways to tell their stories, becoming protagonists and no longer spectators of changes in society. The consumers, increasingly sensitive to the positioning of companies on the issues most important to them, are asking for it. In this new scenario, corporate storytelling has radically changed, giving rise to narrative universes based on images and words that express the new "activist" dimension of brands, called to take a stand on the great themes of our time.
 
What are the new imaginaries of business communication? How to manage your reputation in a context where emotional perceptions increasingly affect stakeholders? How to engage in social causes by being credible?
 
Participants will discuss these questions with Andrea Fontana, one of the leading experts in business communication, who, also through some concrete cases, will illustrate the new trends and strategies of corporate storytelling.

In particular, the following topics will be discussed in depth during the meeting:

  • the new words and images of the business narrative
  • reputation management between perception management and personal branding
  • narrative platforms to tell your story
  • the brand activism to affirm the commitment to society.

Speaker

Andrea Fontana

President, Storyfactory

Programme

January 31, 2023
2:30 pm - 3:45 pm The new business storytelling and perception management.
3:45 pm - 4 pm Intermission
4 pm - 5:30 pm Narrative platforms and brand activism.
Debate

Aperitif

Meeting documents

Nota informativa

AGGIORNAMENTO PERMANENTEIN PERSON New branding imaginaries: between purpose, activism and perception management

Nota informativa

Kit

AGGIORNAMENTO PERMANENTEIN PERSON New branding imaginaries: between purpose, activism and perception management

Kit

Documents

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

I nuovi immaginari del branding: tra purpose, attivismo e perception management

Andrea Fontana

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

Storytelling d’impresa. La nuova guida definitiva verso lo storymaking

Andrea Fontana

Hoepli

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

Brand activism: from purpose to action

Christian Sarkar, Philip Kotler

Hoepli

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

AI Brands. ripensare alle marche nell'economia algoritmica

Alessandro Giaume, Alberto Maestri, Joseph Sassoon

Franco Angeli

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

Dieci anni di storytelling in Italia

Andrea Fontana

AGGIORNAMENTO PERMANENTEIN PERSON
New branding imaginaries: between purpose, activism and perception management

The 2022 Global Communication Report

USC Annenberg Center for Public Relations