ESOMAR MEET UP – ITALY 2016  MILAN / 21 JANUARY  BRAND INNOVATION  In partnership with LABCOM – Laboratorio di Ricerche sulla Comunicazione Aziendale – Università Cattolica del Sacro Cuore

   

 

PROGRAMME

21 JANUARY

10.00 – 10.30 Registration

10.30 – 10.45 WELCOME AND INTRODUCTION TO THE PROGRAMME Prof. Maria Grazia Zoia, Director, LABCOM, Università Cattolica del Sacro Cuore, Italy Marcello Sasso, AimPoint Research, Italy / ESOMAR Representative for Italy  

Brands today  A few doubts and some opportunities Prof. Renato Fiocca, Professor and Chair of Marketing, Università Cattolica del Sacro Cuore, Italy

Consumer-Brand Value Cocreation How can we do it? Rossella Gambetti, LABCOM, Università Cattolica del Sacro Cuore, Italy Silvia Biraghi, LABCOM, Università Cattolica del Sacro Cuore, Italy  

What does your brand smell like? Olfactory signatures as sensory brand equity builders Massimo Cealti, Symrise, France  

1 Eureka Moment, 2 Famous Ads, 3 Reaps the Rewards How behavioural science helped 3 Mobile build a famous brand Mark Johnson, BrainJuicer, Switzerland

Insights2020 - Drive Consumer Centric Growth Aligning research strategy, structure and capabilities Ariën Breunis, Millward Brown Vermeer, Netherlands

12.45 – 12.55 Q&A and general discussion

12.55 – 13.00

CLOSING Marcello Sasso, AimPoint Research, Italy / ESOMAR Representative for Italy Dr. Rossella C. Gambetti, LABCOM, Università Cattolica del Sacro Cuore, Italy  

SPEAKER PROFILES Ariën Breunis Ariën Breunis is Associate Director at Millward Brown Vermeer, Netherlands. Ariën is a seasoned branding professional with experience both on agency side (Millward Brown, Interbrand, Millward Brown Vermeer) and on client side (PepsiCo, Philips). He is Guest Lecturer Brand Management at Nyenrode Business Universiteit. Marcello Sasso Marcello Sasso is VP European Operations at Aimpoint Research, Italy. Marcello holds a B.A. in International Business from the Helsinki Business Polytechnic (Finland) and an MBA from the Strategies Business School (Italy). He started working in market research in 1999. Bilingual. He is the ESOMAR representative for Italy, and member of ESOMAR, MRA, PMRG, AMA, ICG Mark Johnson Mark is Managing Director Europe at BrainJuicer, a role in which he has been ‘spreading the Juice’ and opening new offices since 2008. Previously Mark headed innovation research at Cereal Partners Worldwide (Fitness, Chocapic etc.) and before that worked as a strategic planner in communication and marketing agencies in London and Paris. Maria Grazia Zoia, Prof. Maria Grazia Zoia is Director at LABCOM, Universita’ Cattolica del Sacro Cuore, Italy Massimo Cealti Massimo Cealti is Vice President Global Consumer Knowledge at Symrise Scent & Care, France. Massimo has over 20 years of experience in the market research and is currently Vice President, Consumer and Market Insights for the Scent and Care Unit at Symrise. He oversees the global market research function and helping clients grow their business bringing the consumer voice to fragrance development. He previously worked for the Coca-Cola Company, Nestlé, McDonald's and leading research agencies (IPSOS, Research International). He holds an M.S. in Business Management from Luigi Bocconi University in Milan.

Renato Fiocca Prof. Renato Fiocca is Professor and Chair of Marketing at the Università Cattolica del Sacro Cuore, Italy Rossella C. Gambetti Rossella C. Gambetti, Ph.D., is Assistant Professor of Management Sciences at Università Cattolica del Sacro Cuore, where she teaches Brand Management, Corporate and Marketing Communication and she serves as executive director for the International Postgraduate Master in Corporate Communication. Her current research topics include consumer-brand engagement, unconventional brand communications, and branding strategies. She has published in California Management Review, Health Risk & Society, International Journal of Market Research, Journal of Marketing Communications, Corporate Communications: an International Journal. She has recently published a book with Palgrave MacMillan entitled “Managing Corporate Communication: a cross-cultural approach”. Silvia Biraghi Silvia Biraghi, Ph.D., is Postdoc Research Fellow Research at the Università Cattolica del Sacro Cuore (Milan, Italy) and Research Associate at LABCOM (Research Lab on Corporate and Marketing Communication). In 2013 she received her Ph.D. in Corporate Communication at IULM University (Milan, Italy). In 2012 she has been visiting scholar at Boston University Department of Mass Communication, Advertising and Public Relations (Boston, MA), and in 2013 at the Medill School, Northwestern University (IL). Her current research topics include consumer-brand relationships, productive consumption, unconventional brand communication, and corporate branding. She teaches Brand Communication at Master and undergrad level at UCSC as well as branded content and entertainment. SPEAKER ABSTRACTS Consumer-Brand Value Cocreation How can we do it? Rossella Gambetti, LABCOM, Università Cattolica del Sacro Cuore, Italy Silvia Biraghi, LABCOM, Università Cattolica del Sacro Cuore, Italy

Much of recent attention in literature debate on value cocreation has been devoted to understanding the role of consumer, appreciated as the newly empowered market agent. That ended up shadowing the role of the firm in value cocreation. This study aims to contribute to the actionability of the value cocreation theory by elucidating interpersonal-level and community-level dimensions of firm’s brand value cocreation facilitation.

Building on brand professionals’ reflexivity, we explore how they perceive their role in engaging stakeholders as cocreators of semiotic brand value. The framework emerged from our analysis shows that accessibility opens the gateway on the part of the firm for value cocreation to happen by offering the brand as a cocreational platform. What Does Your Brand Smell Like? Olfactory signatures as sensory brand equity builders Massimo Cealti, Symrise, France The presentation will highlight the relevance of Sensory Branding as a means for enhancing brand uniqueness and simultaneously adding other layers to the brand elements that help create brand equity. Brands are carriers of symbolic and non symbolic meaning and these meanings today and tomorrow should be coherent in order to build a holistic brand experience. In the past (1980s) the brands elements were often created and selected independently and without checking how these would "resonate" together. Today and in the future the need for coherence and meaning will require that every single element participate in telling the brand story, in highlighting the brand journey and ambition. Examples of the sensory elements will be supplied (audio, visual, tactile, taste, and olfactory) and the focus of the presentation will be on the type of research methods that are required to operate with specific regards to a brand olfactory signature. These methods belong to both the Consumer and Sensory practices, and therefore the presentation will underlie how these disciplines need to be able to bring their contributions together so that the existing synergies can be leveraged upon or new synergies can be created. 1 Eureka Moment, 2 Famous Ads, 3 Reaps the Rewards How behavioural science helped 3 Mobile build a famous brand Mark Johnson, BrainJuicer, Switzerland How 3 did it: If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame ignition You can’t rely upon cognition Replace your message with pure emotion And really KICK up a commotion! You want to test A BIG IDEA? You’re on a wild goose chase, I fear 5-Star ads that cause commotion Need more than a conceptual notion Market share redistribution Is all about your execution 2 systems, say Amos and Dan Explain the decisions of man The slow system skives While the FAST system drives So we don’t act according to plan

The behavioural sciences reveal What standard research will conceal So what must be done? EMBRACE SYSTEM 1 Just measure how people feel Insights2020 - Drive Consumer Centric Growth Aligning research strategy, structure and capabilities Ariën Breunis, Millward Brown Vermeer, Netherlands Research agencies risk disintermediation because of the rapidly changing context they operate in: i.e. an increase in direct-to-consumer touchpoints, competition from new data providers and more. The role of the research professional is polarising from generalist to either data technologist or strategic business leadership partner to senior management. In summary, 'what’ constitutes market research best practice is changing dramatically, but “how” the research aligns strategy, structure and capability now needs to adapt urgently. Insights2020 will drive the new insights roadmap to growth. Personal growth of the research professional, growth of the insights discipline and industry, and growth of the businesses that the market research industry supports.