L'evoluzione della forma e dei contenuti della comunicazione di marca

[Autom. eng. transl.] The spread of entertainment-related practices and the pursuit of leisure and pleasure in everyday life are becoming increasingly important in today's society. It is not simply an increase of the typical leisure activities or of a growth of the entertainment business itself, but of a real social change: the fun ceases to be considered a luxury or a vice reserved for a few categories privileged or a practice linked to the youth world to become a mass phenomenon. More and more often, in fact, the decisions and the choices of the subjects are guided by the pursuit of fun and the pursuit of personal fantasies and, even where these do not constitute the main driver, can represent a relevant criterion in the processes of value attribution and a discriminating factor in determining consumption preferences and choices. It is therefore appropriate for companies to take due account of these trends in formulating their offer policies and in outlining their branding and communication strategies. The insertion of entertainment elements within a coherent, relevant and meaningful brand project can in fact support companies in responding to a specific request expressed by the consumer, using entertainment as a facilitator in the relationship building process between company and customer base. Based on this premise, this chapter aims to support the understanding of the potential of entertainment to consciously proceed with its integration into brand and communication strategies.