Today’s consumers are no longer loyal to one brand; instead, they move among a variety of brands that they choose on the basis of a given moment of consumption. Everything we do revolves around that quest for satisfaction. Displaying a multi-brand strategy means positioning moments of consumption – and therefore consumers – at the centre of our strategic model.
Each brand has a well-defined identity, with a specific values which are reflected in the product offering, features and design, as well as in appropriate communication mechanics.
