Creative innovation for brands and retail – The Roncaglia Group at the 9th Consumer & Retail Summit Sole 24 Ore.
Posted by Lindbergh | 08/10/2015

Consumers have changed. And Brands? To the question that haunts marketing managers of branded companies and managers of major retail distribution chains, the Roncaglia Group, official sponsor of the 9th Consumer & Retail Summit Sole 24 Ore, responded on 6 October with its solutions.

"A brand's mission – declares Armando Roncaglia Chairman of the Roncaglia Group - is proposing values ??and proposals that can be described in a consistent manner to consumers who are immersed in a media system increasingly complex and interactive, where relationship takes on a central role. Knowledge of the individual, storytelling and creative innovation to create a communication system capable of combining the values ??of the brand with the values ??of the client. – stresses Giuseppe Maria Ardizzone, Strategic Planner of the Roncaglia Group - In this field, the branding campaigns, social engagement, loyalty and positioning developed by the companies of the Roncaglia Group for Mercedes, Smart, Unieuro, Huawei and VéGé, help bridge the gap between the brand and consumers who are increasingly careful, to develop a positioning and a dialogue full of value, consistent with the new formulas of multichannel relationship marketing and the most innovative opportunities offered by communication technologies such as the pioneering operations with Periscope Twitter or the gamification solutions applied to loyalty".

The same attention is paid to the role of the distribution networks, which are also involved in this process of communicative realignment. For these players, the Roncaglia Group created a specific communications platform capable of harmonizing the central positioning of the brand with the local activities of the distributors. A control room that allows to improve the flow and strengthen the unity of the brand's proposal, enhancing the role of the distributors' territorial antennas.

Creative innovation of the Roncaglia Group, chosen as the strategic approach by major Italian and international brands, is confirmed as the winning formula to rebalance the relationship between brand and consumer in a scenario that sees consumers as the real agents of change.

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