ESOMAR  MEETUP  ITALY  2013    CONSUMER-­‐BRAND  ENGAGEMENT  

 

MILAN  /  17  OCTOBER   In  partnership  with  LABCOM  –  Laboratorio  di  Ricerche  sulla  Comunicazione  Aziendale  –  Università  Cattolica  del  Sacro  Cuore    

     PROGRAMME    10.00  –  10.30   Registration  &  Welcome  Coffee  

10.30  –  11.00   OPENING  AND  INTRODUCTION  TO  THE  PROGRAMME  Prof.  Stefano  Baraldi  -­‐  Deputy  Rector,  Università  Cattolica  del  Sacro  Cuore,  Italy  Prof.  Domenico  Bodega,  Dean,  Faculty  of  Economics,  Università  Cattolica  del  Sacro  Cuore,  Italy  Prof.  Marco  Oriani,  Director,  Department  of  Economic  Sciences  and  Business  Management,  Università  Cattolica  del  Sacro  Cuore,  Italy  Prof.  Edoardo  Teodoro  Brioschi,  President  of  Scientific  Committee,  LABCOM,  Italy  Prof.  Maria  Grazia  Zoia,  Director,  LABCOM,  Italy  Dr.  Marcello  Sasso,  ESOMAR  Representative  for  Italy    

11.00  –  12.00   VIDEO  MESSAGES    

  Reinvent  Brands  and  Branding  for  an  Interactive  Marketplace  Prof.  Don  E.  Schultz,  Professor  Emeritus  in  Service  of  IMC,  Northwestern  University,  USA  (Presented  in  English)    

  Re-­‐flecting  on  Engagement  Three  questions  to  consider  Prof.  Stephen  Quigley,  Professor  of  Corporate  Communication,  Boston  University,  USA  (Presented  in  English)    

  CONSUMER-­‐BRAND  RELATIONSHIPS  

  Conceptualising  Consumer-­‐Brand  Engagement  A  Grounded  Theory  approach    Dr.  Rossella  C.  Gambetti,  LABCOM,  Italy    

  Brand  Wars  Consumer-­‐brand  engagement  as  client-­‐agency  battlefield  Dr.  Silvia  Biraghi,  LABCOM,  Italy    

12.00  –  13.00   PANEL  DISCUSSION  Consumer-­‐Brand  Engagement  in  Practice  Moderator:  

Prof.  Rossella  C.  Gambetti    

PROGRAMME    Panellists:  Massimo  Borio,  Marketing  Director,  Citroën,  Italy  Giorgio  Brenna,  Chairman  &  CEO  Continental  Western  Europe,  Leo  Burnett,  Italy  Nicola  Lampugnani,  Executive  Creative  Director,  TBWA  Italia  Alessandro  Martello,  Former  International  Marketing  Director,  Henkel,  Italy  Barbara  Sala,  CEO,  Vizeum  Carat  Group,  Italy    

13.00  –  13.15   SPONSORS  FAST  TRACK  

13.15  –  14.15   LUNCH  BUFFET  

14.15  –  16.15   SESSION  II  

  CONSUMER-­‐BRAND  ENGAGEMENT  IN  ACTION  

  "As  stimulating  as  black  coffee"  Communications  that  are  hard  to  sleep  after  Lucy  Davison,  Keen  as  Mustard,  UK  (Presented  in  English)    

  Facebook  Under  the  Spotlight  Evaluating  the  impact  of  social  media  alongside  TV  Robert  Ellis,  COG  Research,  UK  (Presented  in  English)    

  Designing  the  Club  of  Tomorrow    Consumer  understanding  guiding  creativity  towards  success  Daniel  Teixeira,  InSites  Consulting,  Belgium    (Presented  in  English)    

16.15  –  16.30   CLOSING  Prof.  Edoardo  T.  Brioschi,  President  of  the  Scientific  Committee,  LABCOM,  Italy  Marcello  Sasso,  ESOMAR  Representative  for  Italy    

     

SPEAKER  PROFILES          Daniel  Teixeira      Daniel  Teixeira  is  Research  Manager  of  FMCG  for  InSites  Consulting,  Belgium.  With  a  background  in  social  psychology  and  market  research  consultancy  from  the  University  of  Porto,  Daniel's  passion  is  to  make  consumers  actors  in  the  future  of  the  brands  they  adore.  At  InSites  Consulting,  he  has  managed  research  projects  for  global  brands  such  as  Heineken,  MARS,  Yamaha  and  TUI  Travel,  as  well  as  anchored  state-­‐of-­‐the-­‐art  true  fusion  methodologies,  both  quantitative  and  qualitative.  With  7  years  of  experience  in  the  industry  focusing  on  brand  management,  category  equity  and  innovation  within  FMCG,  Daniel's  everyday  goal  is  still  more  easily  said  than  done;  which  is  to  bring  industry  giants  close  to  the  consumer,  facilitate  co-­‐creation  and  embed  these  elements  into  their  innovation  funnel,  from  insights  creation/validation  right  up  to  concept  testing  and  product  design.    Don  E.  Schultz      Don  E.  Schultz,  Ph.D.,  is  Professor  Emeritus-­‐in-­‐Service  of  Integrated  Marketing  Communications  at  the  Medill  School,  Northwestern  University  and  president  of  the  consulting  firm  Agora  in  Evanston,  Illinois.  He  is  a  visiting  professor  at  Cranfield  School  of  Management,  UK,  adjunct  professor  at  Queensland  University  of  Technology,  Brisbane,  Australia,  and  visiting  professor  at  Tsinghua  University,  Beijing,  China.  He  has  consulted  and  lectured  on  integrated  marketing  communication,  advertising,  branding,  and  communication  management  globally.  His  articles  have  appeared  in  leading  academic  journals  and  professional  publications.      Lucy  Davison    Lucy  Davison  is  Managing  Director  at  Keen  As  Mustard  Marketing,  UK.  A  specialist  in  applying  the  principles  of  good  communication  to  research,  she  has  over  25  years’  experience  in  B2B  marketing  communications  and  branding.  As  managing  director  of  Keen  as  Mustard  Marketing,  she  works  on  a  wide  range  of  projects  from  branding  and  strategy  to  websites,  marketing  materials,  events  and  PR.  Prior  to  founding  Keen  as  Mustard,  Lucy  was  global  marketing  director  at  Research  International.  Before  that,  she  worked  in  branding  and  design  as  a  marketing  and  PR  consultant.  Lucy  started  her  career  in  architecture  and  interior  design.      Rob  Ellis  

Rob  Ellis  is  Director  at  COG  Research,  UK.  He  studied  politics,  philosophy  and  economics  at  Oxford,  then  worked  in  a  number  of  advertising  agencies  as  a  planner  on  accounts  including  VW  and  BMW.  In  2005  Rob  set  up  COG  to  exploit  the  new  insights  that  neuroscience  and  behavioural  economics  can  give  on  consumer  behaviour.  He  has  spoken  at  MRS  and  ESOMAR  events  and  won  MRS  and  other  awards.  Rob  would  rather  be  sailing  than  in  the  office  but  loves  sharing  new  ideas.      Rossella  C.  Gambetti    Rossella  C.  Gambetti,  PhD,  is  Assistant  Professor  of  Management  Sciences  at  Università  Cattolica  del  Sacro  Cuore,  where  she  teaches  corporate  and  marketing  communication  and  coordinates  the  international  Postgraduate  Master  in  Corporate  Communication  programme.  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  and  Corporate  Communications:  an  International  Journal.      Silvia  Biraghi    Silvia  Biraghi,  PhD,  is  a  Research  Associate  at  LABCOM  (Research  Lab  on  Business  Communication),  Università  Cattolica  del  Sacro  Cuore.  In  2013  she  received  her  PhD  in  Corporate  Communication  at  IULM  University.  In  2012  she  was  a  visiting  scholar  at  Boston  University  Department  of  Mass  Communication,  Advertising  and  Public  Relations,  Medill  School  of  Journalism,  Media,  Integrated  Marketing  Communications  (Evanston,  IL).  Her  current  research  topics  include  consumer-­‐brand  engagement,  unconventional  branding,  corporate  branding,  and  employee  relations.    Steve  Quigley     Steve  Quigley,  Associate  Professor,  has  been  a  member  of  the  Boston  University  public  relations  faculty  for  12  years  and  has  been  the  coordinator  of  the  program  for  the  past  four  years.    Steve  teaches  a  wide  variety  of  public  relations  courses  including,  most  recently,  New  Media  and  Public  Relations.    He  has  been  a  featured  speaker  and  panelist  for  various  regional  and  national  professional  associations.  Steve  is  also  a  public  relations  consultant  whose  work  is  concentrated  in  the  areas  of  media  relations,  community  relations,  crisis  communication  and  social  media.  Steve  is  a  member  of  the  National  Commission  on  Public  Relations  Education,  a  former  PRSA  assembly  delegate,  and  Past-­‐President  of  PRSA  Boston.          

       SPEAKER  ABSTRACTS      Conceptualising  Consumer-­‐Brand  Engagement  A  Grounded  Theory  approach    Dr.  Rossella  C.  Gambetti,  LABCOM,  Italy    Since  there  is  currently  no  established,  unitary  and  shared  theory  on  consumer-­‐brand  engagement  (CBE),  this  exploratory  study  is  aimed  at  inductively  proposing  a  preliminary  conceptual  framework  of  CBE  disclosing  the  knowledge  embedded  in  the  marketing  practice.  Our  study  is  designed  according  to  a  grounded  theory  approach  and  it  is  focused  on  how  practitioners  conceive  and  pursue  CBE  through  their  branding  strategies  and  tactics.      Findings  reveal  that  CBE  is  seen  by  practitioners  as  a  dynamic  and  process-­‐based  concept.  It  evolves  in  intensity  on  the  basis  of  the  brand’s  capability  to  increasingly  intercept  consumers’  desires  and  expectations  using  all  possible  physical  and  virtual  touch-­‐points  between  brand  and  consumers.  CBE  appears  as  an  overarching  marketing  concept  encapsulating  different  consumer  decision-­‐making  dimensions,  from  brand  preference  to  brand  purchase.  Furthermore,  CBE  emerges  as  a  multi-­‐dimensional  construct  that  beyond  traditional  cognitive,  emotional  and  conative  dimensions  seems  to  be  based  on  emerging  experiential  and  social  dimensions,  which  appear  as  its  central  elements.      Brand  Wars  Consumer-­‐brand  engagement  as  client-­‐agency  battlefield  Dr.  Silvia  Biraghi,  LABCOM,  Italy    Much  of  extant  literature  points  to  consumer-­‐brand  engagement  (CBE)  as  a  potential  amplifier  of  the  conflicting  relational  dynamics  that  have  characterised  client  and  agency  relationships.  In  this  context,  CBE  calls  for  a  conception  of  consumer-­‐brand  relationships  as  peer-­‐to-­‐peer  dialogue,  based  on  a  listening  and  dialogic  capability  on  the  part  of  practitioners.  It  is  this  capability  that  often  conflicts  with  the  competitive  and  goal-­‐oriented  logics  that  drive  marketing  decision  making,  and  forces  it  into  the  empathetic  logics,  which  seem  to  drive  agency  decisions.        Using  that  premise  of  client-­‐agency  conflict,  an  in-­‐depth  investigation  of  practitioners’  views  and  practices  of  CBE  was  conducted.  Our  aim  was  to  explore  how  marketing/brand  managers  and  agency  professionals  currently  conceive  CBE.  We  highlight  the  differences  in  how  each  group  manages  the  consumer-­‐brand  relationships  necessary  to  achieve  CBE.  Thus,  we  develop  a  potential  unifying  framework  that  may  help  them  build  a  common  path  in  CBE  strategies.  This  conceptual  framework  applies  a  circular  relational  logic  starting  from  a  shared  outside-­‐in  market  perspective  that  looks  to  consumers  as  the  starting  point  for  developing  a  shared  and  comprehensive  value  system  that  embeds  and  is  nurtured  by  the  value  systems  of  all  the  actors  involved  in  the  CBE  process.      

     "As  stimulating  as  black  coffee"  Communications  that  are  hard  to  sleep  after  Lucy  Davison,  Keen  as  Mustard,  UK    Recipients  of  research  communications  are  often  left  confused  and  un-­‐inspired.  As  a  result,  Although  research  must  be  used  to  drive  change  within  our  clients,  a  lot  of  researchers'  work  is  wasted.  Researchers  need  radically  different  approaches  to  communication.  The  presentation  gives  insights  from  other  methodologies,  including  journalism,  and  suggests  five  things  researchers  can  do  to  create  communications  that  have  high  visibility  and  impact.  Finally,  the  presentation  gives  three  case  study  examples  of  how  researchers  have  understood  the  principles  of  communication  and  used  them  well  for  clients.      Facebook  Under  the  Spotlight  Evaluating  the  impact  of  social  media  alongside  TV  Robert  Ellis,  COG  Research,  UK    Facebook  has  become  a  highly  attractive  advertising  medium,  but  effectiveness  and  how  the  channel  works  are  still  little  understood.  Metrics:  such  as  'likes'  are  available  but  offer  little  insight.  We  believe  that  social  media  work  differently  to  conventional  ads,  but  just  how  do  they  work,  and  how  well?  This  research  used  a  new  implicit  test  (IRT)  developed  by  COG  to  track  the  effects  from  two  social  media  campaigns  for  a  major  brand,  and  the  effect  of  each  in  combination  with  mainstream  TV  advertising.  The  research  took  place  within  Facebook  pages  among  users,  and  provided  dramatic  evidence  of  how  effective  social  media  campaigns  could  be,  and  how  different  approaches  produce  different  outcomes.      Designing  the  Club  of  Tomorrow    Consumer  understanding  guiding  creativity  towards  success  Daniel  Teixeira,  InSites  Consulting,  Belgium    The  global  design  project  of  Heineken,  'Open  Design  Explorations  Edition  1:  The  Club'  invited  talented  emerging  designers  from  around  the  world  to  co-­‐create  the  club  of  tomorrow.  A  three-­‐week  Market  Research  Online  Community  (MROC)  with  120  design-­‐savvy  clubbers  resulted  in  a  consumer  journey  map,  visualizing  their  needs,  perceptions,  experiences  and  motivations.  This  served  both  as  a  briefing  and  a  source  of  inspiration  for  the  designers  working  together  on  the  design  of  this  concept  club.  The  final  concept  club  was  showcased  at  the  Salone  del  Mobile  2012.  In  the  second  edition  –  which  is  now  in  full  progress  –  they’re  taking  on  the  lounge  bar.  This  time  Heineken  is  engaging  with  both  the  open  community  –  on  Instagram  –  and  a  closed  online  research  community.