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Emballage, Paris/PackVision/19.11.2012
Packaging in the Brand Community Age
The Community Brand
Massimo BartoccioliCatholic University of Milan
The Community Brand
Community Brand fulfils the need to belong to a lifestyle Group
The Community Brand
Love is more important than convenience
Corona
Swatch
The Community Brand
Community Brands are created by faithful consumers who gatherthrough mouth-to-mouth communication process
The Community Brand
The target is mainly made by young people (16-24 years old) and young adults (25-35 years old) but the main elements are represented by culture, passion and hobbies
The Community Brand
The Web is the perfect environment for Community Brands because it enablesdaily exchange of experiences related to the product by faithful consumers
Tonno Consorcio
The Community Brand
The communication’s strategy is fusionwith communities and consumers both on the Web with relevant blog and wherever consumers meet
Red Bull
The Community Brand
The product must become a Totem,The brand a “Mana”Packaging and design in this symbolicapproch play a central role
Smart
Harley Davidson
Apple
