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Aug 30 2024
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Long live the Indies: report from Geneva Watch Days 2024

By francescopagano74

Fifty something independents met in Geneva, between August 29th and September 2nd, 2024, to celebrate and share the love for Swiss-made watches. The founders of the diffused fair stressed their idea at the kick-off press conference. The initial fire burns stronger than ever, after five years from the first edition, so it seems: “This is a fair to share and give visibility to the artisans of watchmaking, inside the city and in sync with it. We even have many other small brands around us, piggybacking on the official buzz, and that’s totally fine. We don’t compete with other fairs and want to be a complement to them. We create a level playing field, where small watchmakers can get a fair share of the pie, in terms of trading opportunities and awareness. We create an infrastructure where everyone is free to be who they are. We have venues and times where we celebrate the ‘why’ of watches,” says one of the founding fathers.

Nov 29 2022
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Il Capitale Decentralizzato

By francescopagano74

After Primo. Non Comandare and CEO Factor, Pierangelo Soldavini and Frank Pagano focus on one of the most important exponential technologies of today, namely the blockchain. Their investigation starts from the Metaverse, to then review NFTs, Cryptocurrencies and Decentralized Finance, Supply Chain and Marketing, trying to grasp the breaking elements brought by a world managed by the famous Web3. As in all technological revolutions, the creation of new sources of value is accompanied by ups and downs, speculations, changes of perspective and a lot of education to do, at all levels. The intent of the book is to provide an objective picture, with light and dark, and easy to understand, of the big trends we need to be aware of to prepare for the future.

Oct 08 2022
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The Death of The Consumer Journey and The Rise of Micro-Marketing

By francescopagano74

The consumer journey, defined as the sequential experience of a Brand proposition and communication, is dead. Micro-marketing is the new reality: an expansive, concentric movement, where Brand identities are designed one micro-step at a time. I am going to exaggerate the differences between past and present, hopefully to highlight the greater power that we all have today. I am using the present tense in most parts of this piece, as I feel we have been stuck in a permanent freeze for the past thirty years.

Oct 02 2022
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The Inverted Funnel: How Blockchains Will Shake Up the Traditional Consumer Funnel

By francescopagano74

The use of blockchains will become mainstream in a few years from now, so say consultancies and pundits, who look at penetration curves across the globe1. Crypto is on the rise and powerhouses like Starbucks and Nike are merging blockchain into the fabric of business, reinventing the dialogue with their fans. In this short piece, we double click on how the efficiencies, tracking and reconciliation capabilities of blockchains will revolutionize the famous 4 P model2. We will do that with a slightly activist tone. The future scenarios are, indeed and on purpose, exaggerated, to highlight the disruption vs. today’s status quo.

How is the world of marketing looking like five to ten years from now? We will go from product to meta-product dominance; from standardized pricing to personalized and dynamic fees; from property exchange to rent and fluid trading between brands-to-fans-to-fans; and, from storytelling to the co-creation of social capital, in a user and brand mutually interested narrative. The Marketing mix will not be the same: it will be turned upside down.