 |
October 12, 2009 - Milan, Italy
 C'n'C Costume National and ITTIERRE SpA, the brand licensee, announce the adoption of Certilogo marking, the most advanced system of brand protection and traceability. March 24, 2009 - Milano, Italy
 Starting from the Spring/Summer 09 collection, Moncler has adopted an advanced system of brand protection and traceability that will effectively tackle the problem of counterfeit products. |
A brand is a valuable asset that can provide lasting competitive advantage.
Today, companies are facing new challenges in brand management.
In a world in which the Internet, and particularly online social networks, facilitate communication, people have begun to publicly share knowledge and opinions about everything, including products, brands and companies. Consumers have become smarter and more powerful. As David Weinberger and his co-authors in their thought-provoking bestseller The Cluetrain Manifesto put it, “markets have become conversations”.
While a company cannot control how consumers view their brand, they can and should participate in these conversations. Opportunity lies in doing so honestly and transparently. New consumer sensitivities have emerged that imperatively require companies to “get real”. Consumers have become increasingly sensitive to topics such as “ethical buying”, “sustainability” and “transparency”. And they decide to buy what they perceive as real, original, genuine, AUTHENTIC goods.
“The management of the customer perception of authenticity becomes the primary new source of competitive advantage – the new business imperative.”
James H. Gilmore, B. Joseph Pine II – What Consumers really want – Authenticity
(Harvard Business School Press, 2007).
Certilogo enables consumers to engage with a brand, and a company directly. When a consumer checks the authenticity or characteristics of a product with a Certilogo identifier (by phone while shopping, for example) or registers ownership of a product, a new brand communication channel is opened. This powerful channel can be used to deepen existing relationships, create new ones, and repair damaged ones.
Today, companies are facing new challenges in brand management.
In a world in which the Internet, and particularly online social networks, facilitate communication, people have begun to publicly share knowledge and opinions about everything, including products, brands and companies. Consumers have become smarter and more powerful. As David Weinberger and his co-authors in their thought-provoking bestseller The Cluetrain Manifesto put it, “markets have become conversations”.
While a company cannot control how consumers view their brand, they can and should participate in these conversations. Opportunity lies in doing so honestly and transparently. New consumer sensitivities have emerged that imperatively require companies to “get real”. Consumers have become increasingly sensitive to topics such as “ethical buying”, “sustainability” and “transparency”. And they decide to buy what they perceive as real, original, genuine, AUTHENTIC goods.
“The management of the customer perception of authenticity becomes the primary new source of competitive advantage – the new business imperative.”
James H. Gilmore, B. Joseph Pine II – What Consumers really want – Authenticity
(Harvard Business School Press, 2007).
Certilogo enables consumers to engage with a brand, and a company directly. When a consumer checks the authenticity or characteristics of a product with a Certilogo identifier (by phone while shopping, for example) or registers ownership of a product, a new brand communication channel is opened. This powerful channel can be used to deepen existing relationships, create new ones, and repair damaged ones.
|
|