Post by sitomo101 on Mar 10, 2024 22:22:03 GMT -6
To confirm this, I can cite Armani's interview in April 2020. At the height of the pandemic, the need for the fashion world to slow down and stop was affirmed, to dampen that normalized frenzy of the succession of seasons. After the pandemic period we have given up on the ephemeral, and today consumers are looking for something more significant than ever. Today effective communication must be linked to a search for authentic identity, it can no longer be seen as something volatile and, consequently, not very substantial. Even exploratory consumption has come to a standstill; today consumers do not want to buy what they don't know, but only move towards something that has a profound meaning for them, capable of enriching and transforming that identity that we are constantly looking for. research.
As I stated in the book, the paradigm shift in marketing concerns Oman Phone Number Data consumption that is increasingly linked to the identity of the individual, that identity that today we so need to find, train and strengthen. Let's talk about authenticity, being one of the relevant themes of existential marketing, what does being authentic actually mean for a brand? In the book I defined authenticity as that something “narratively appropriate”. I would like to return to this concept and explore it further in another writing, because the concept of authenticity is an important obstacle, a concept that needs an in-depth definition. In our era the concept of authenticity is very self-centered, while I believe that this term should go in a completely different direction. The discussion on authenticity must be totally reinterpreted.
With "narratively appropriate" I meant exactly this, it's no longer just about telling, brands are asked to transform, to act. Action, in a narrative sense, is what can give meaning to communication. Another fundamental ingredient of existential marketing must be a broadening of topics. Let's take beauty for example, today there is a need to also talk about the dark side of certain qualities. All art derives precisely from the contrast between beauty and ugliness. You shouldn't be afraid to face difficulties. And this is what I mean, authenticity must come out of a narcissistic discourse and embrace society as it presents itself, even in its ugliness and uncertainty.
As I stated in the book, the paradigm shift in marketing concerns Oman Phone Number Data consumption that is increasingly linked to the identity of the individual, that identity that today we so need to find, train and strengthen. Let's talk about authenticity, being one of the relevant themes of existential marketing, what does being authentic actually mean for a brand? In the book I defined authenticity as that something “narratively appropriate”. I would like to return to this concept and explore it further in another writing, because the concept of authenticity is an important obstacle, a concept that needs an in-depth definition. In our era the concept of authenticity is very self-centered, while I believe that this term should go in a completely different direction. The discussion on authenticity must be totally reinterpreted.
With "narratively appropriate" I meant exactly this, it's no longer just about telling, brands are asked to transform, to act. Action, in a narrative sense, is what can give meaning to communication. Another fundamental ingredient of existential marketing must be a broadening of topics. Let's take beauty for example, today there is a need to also talk about the dark side of certain qualities. All art derives precisely from the contrast between beauty and ugliness. You shouldn't be afraid to face difficulties. And this is what I mean, authenticity must come out of a narcissistic discourse and embrace society as it presents itself, even in its ugliness and uncertainty.