Overview

How can brands build authentic connections with their customers and communities? How can they stay true to their identity and deep-rooted DNA while evolving to meet market demands? How can they align their signature with the customer experience? At a time when brands face the paradox of unparalleled technological connectivity yet struggle to build meaningful relationships with their audiences, The Power of Connection seeks to answer these questions with a unique focus on symbol-intensive and community-driven industries such as fashion, luxury, and beauty. At its core, the book introduces the idea of the "" connected brand,"" a framework that brings together all the key elements of brand strategy-- from DNA and positioning to creating memorable, signature customer experiences. It shows how a brand can stay true to its roots while expanding into new markets through strategic collaborations and brand extensions. The book concludes with an exploration of four brand archetypes-- authority, icon, lifestyle, and cult-- demonstrating how brands build symbolic value and become part of our lives.

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Author Information

Stefania Saviolo is a tenured lecturer at the Department of Management and Technology at Bocconi University in Milan, Italy, and also a faculty member at SDA Bocconi School of Management, specializing in strategy and brand management. She founded and directed the Master in Fashion, Experience & Design Management (MAFED) and was Head of the Fashion & Luxury Knowledge Center at SDA Bocconi. She has also served as an independent board member for listed companies in the fields of fashion, design and digital transformation.

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