I believe the future of brands is to share their purpose and story. I believe that we have to cherish our legacy, our know-how, our roots, and our personality, as we bring in technology, innovation and creativity. I believe that beside just a product, a design, or a service, a brand has to express clearly why the company exists. Major B to C brands have already embarked on this crucial change. I believe that start-ups, SMEs and B to B businesses have to reveal their brand story to create connections and resonate with their consumers. I believe companies stories’ should be put at the core of their activities.
I believe brand story will bring legitimacy, brand equity and commercial success.