We all know that product design and the right type of communication have a strong influence on purchasing decisions. This determines the ever more dynamic transition from "intuitive" branding, in which an initial research with a gross segmentation of the audience was sufficient, towards a more rational and calculated approach, where research and analysis become a phenomenon present in each of the stages of development new brands.
This is the transition from the stage where the client approves the new works not based on "I do / don't like it" and "will be visible enough on the shelf", but based on exact mathematics that takes into account first of all, their impact on long-term brand development.
This new approach entails another change: the campaign-based branding approach, where promo campaigns are the main focus of brand-managers, to an integrated brand strategy where the aim is a unique and coherent communication over time, and campaigns are only elements that are part of the global strategy.