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Pact - Bottom Up

Loyalty reasons: it seems that consumer loyalty is closely tied to will immediate or planned to do to the feel of a smart, responsible and rewarding.

Loyalty on: economic and pragmatic, linked to the moment.

The key point for the brand, against the difficulty of establishing a continuous relationship denoted the absolute loyalty, is to be permanently present in the choice of the consumer, in his knowledge and his desires.

This figure helps us to understand the context: consumers say they are ready to establish a sort of pact with the brand, engaging to be "faithful and regular customers, in exchange for privileged services and are adapted to their needs.

E 'this relationship marketing, which starts from the bottom and directs the market dynamics in strategic direction and long lasting.

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Brand and Consumers: a PACS forward

brands that struggle to aspire to the absolute loyalty of their customers, they face a great opportunity to create a lasting relationship that will allow them to have a good position , to enjoy an image evolved into the system of consumer choice.

But how to build an effective relationship with the consumer? And what kind of bond?

For the consumer, the brand is a form of reassurance and guarantee of quality, experience and ability. Buy a brand name means "being able to buy a" brand (skills), a consequence of "being able to choose (want to know).

So, from a consumer perspective, the relationship with the brand goes far beyond rational valuations. The brand, in fact, embodies a model enriching or rewarding results in feedback that creates complacency.

The consumer, we see it very clearly asserts his free will and does not represent and - much less - not recognize "infidel", proudly shows the ability to change quickly and often the brand; is the desire to test the skills of being a careful consumer, responsible, autonomous in making a smart purchase.

In other words: the relative and absolute loyalty to loyalty reasons.

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Street Marketing

The "street marketing" differs from "guerrilla marketing" for its personalized approach, in context, that going to build a common set of precise, what already exists in the environment and limiting union with it.

The "street" is a technique of choice for create the "buzz", the "noise" around the brand, creating an atmosphere of event, ie building a scene around the symbolic communication.

If properly implemented, the "street marketing" is an effective, inexpensive, fun and intelligent, that stands out and speak.

Unlike traditional forms of communication, "street marketing" is not intrusive but permissive (marketing dell'interfusione) since the consumer does or is directly inside information.

The specific side of the "street" is the expressive use of elements in the environment.

These elements, taken as such or simply adapted and redefined, confirm that, to make a campaign of "street marketing" and create a good buzz is enough to have a good idea:

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> The use of hedges environment to communicate the taste "chlorophyll"

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THE SECRET

AND 'creature of the last of the 2005 Campari House, directed by Indian director Tarsem. Tarsem, once again, try to take the path of transgression to win an increasingly demanding public and inured by 'excess .
Shot in Prague in a luxury hotel, The Secret tells the game of chase between a man and a woman, who met once, they will discover that each is two and a reflection of the other. This is thanks to a glass of Campari on the rocks .
Defined as further proof of the advertising world that is increasingly going to the extreme and away from the needs of consumers, the ad presents itself as a blend with the film and becomes itself protagonist instead of the product.

What organizational patterns of "The Secret"?

operations débrayage identified in the ad showed a temporal context that is current figurativizzato the furniture, the clothing worn by the two main actors anthropomorphic. The whole scene takes place at the same time span and there are no signs or references to actions prior to the meeting between the two. A spatial
is established an internal space in which the two actors are acting. The topical space corresponds to the different halls crossing, it is located within the space paratopico in which both characters acquire the skills needed to meet, and utopian space, both located in the last room in which reveal the true identity.

Consider the actors in the text. The first to appear is a woman in the distance, while climbing a flight of steps already in this long-range shot in the clothing that you can distinguish the features, the long dress with black collar on the back. During the event, thanks the close-ups, you can see the makeup and the refinement of the features, properties that reveal the thematic role of "prey", by strong-willed woman who chooses the mystery and seduction is not allowing himself to look at him.
He, the male protagonist, and elegant clothing in dark suit and white shirt, buttoned up to the last button is not synonymous with modernity and masculinity in dress, enhanced by the presence of a glass of Campari in hand. He's at the bar: the woman looks up following assumption of the role, explaining the theme of "hunter."

not that a very early stage of analysis, but it is important to understand how to build the speeches advertising and what are the potential and reflections on the brand, of course, understood in its modern structure, where what counts is the values.