Millennials are not seeking the greenest brand, but they will exclude from their repertoire a clearly 'un-green' choice.
Warsaw, Poland (PRWEB) September 18, 2014
Amati & Associates in Warsaw, in collaboration with Advisium Growth in Barcelona (http://www.advisium.net) is launching a number of off-shelf workshops to help companies re-position their brands by integrating societal benefits in their strategy.
"Traditionally, marketers have been positioning their brands by leveraging three sets of benefits:
technical, functional and emotional benefits." explains Filiberto Amati, founder of Amati & Associates. "While academic research has been discussing of societal benefits for few years"- he continues- "marketers struggle in implementing this dimension in a relevant way. This is due to the fact that societal benefits focus on a brand’s influence in its respective community, what its role as a corporate citizen is and what its relationship with the environment should be, all non-traditional marketing themes."
"However societal benefits are key to attract Millennials, who are already an important portion of the population and of the marketplace" according to Advisium partner Francisco Pestana, who also sizes the importance of the challenge with Millennials: “while they are not seeking the ‘greenest’ brand, this generation will exclude from their repertoire a clearly ‘un-green’ choice”.
These off-shelf offering from Amati & Associates and Advisium Growth is built around three main pillars. According to Filiberto Amati: "First and foremost, sincerity is non-negotiable. A company that fakes its way through this process will be exposed and shunned. A second pillar is assessing what is relevant to customers and whether that information squares with a brand’s overall positioning. We need to engage consumers and therefore we need to ensure that the positioning is relevant. Finally the third step is to think of ways of giving back to the community, or enabling citizens in their personal pursuits."
To learn more about Societal Branding Workshop, or Societal Positioning please contact Amati & Associates.