Stefania Saviolo

SHARING KNOWLEDGE

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Brand management
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WELCOME!

I’m a Professor of Management at Bocconi University, consultant, speaker at public and corporate events and content creator, bridging academic theory and business practice while sharing knowledge with my students and my community.

This is not a blog but a kind of personal archive of my work and research. Teaching and sharing knowledge is my personal purpose and passion. 

Contents are organized in line with the topics of my research, teaching and consulting activities: brand management; signature experience; sustainability. 

 In the resources section there are links to my papers, events, interviews and talks.

 
BRAND MANAGEMENT 

CREATE AND MANAGE BRANDS IN SYMBOL INTENSIVE INDUSTRIES SUCH AS FASHION, DESIGN, BEAUTY

 

The brand is a promise well delivered. 

How to create (and maintain relevant) the brand promise when it is related to symbolic value creation? 

How to build, manage and reposition brands in fashion, luxury and fast moving goods?

I teach courses about managing symbol intensive brands and I have helped many brands in redefining their positioning and their BRAND BIBLES. 

 
SIGNATURE EXPERIENCE 

DESIGN AND MANAGE SIGNATURE CUSTOMER (AND EMPLOYEE) EXPERIENCES

 

The brand promise must be well delivered to consumers according to the brand signature. 

The brand promise is about products and experiences. 

How to design (and maintain relevant) a signature experience for customers and employees? 

I have published three books on the customer experience topic, I teach and speak at corporate events on how to design a memorable customer and people experience.

 
SUSTAINABILITY

 DESIGNING AND BRANDING SUSTAINABILITY

 

Sustainability is not one-size-fits-all. 

Where and how to grow in a sustainable way is deeply connected to the brand unique purpose, mission and positioning. Additionally, sustainability is intrinsically reputational. How to incorporate sustainability into the unique brand narrative? How to storytell the unique brand supply chain? How to engage and integrate suppliers in the brand ecosystem?

I research, teach and consult on how to integrate sustainability into strategic plans and how to build an engaging and emotional narrative for all stakeholders.