The countless and easy opportunities to access and transfer information and opinion, to spread their views, create potential opinion-oriented movements, which is in many cases greater than the awareness attributed to company communication.

The traditional approach does not allow the development of strategies that need to be adjusted to constant change and, in fact; the company operates through a continuously manned tactical. The rapid reaction, often it’s not enough. We must change the perspective and incorporate strategies that act from deep enterprise to develop and consolidate the allocation of an increasing and tangible credibility and distinctiveness of the brand over time. A growing “brand positioning” needs the precious contribution of each single person. Her choices, decisions and actions, consistent with those of other people. Only in this way you continuously transmit confirmations to all stakeholders, supporting their trust for assuring their loyalty to the brand.