Vanoni (Ey): ‘Today it is an extension of every core company function’

Communication “is increasingly precious in building the reputation of a brand and in preserving it” because “it has roots in the soul of the company and antennas and sensors on the outside” and because “today it is an extension of every core function of the company : it is unthinkable that it does not have roots in HR, in finance, in operations. Furthermore, it begins to play an increasingly accomplished role of influencer in the phases of awareness, preference, decision making and as a tool for empowering relationships “. This is what Alessandro Vanoni, Ey brand & communications leader in Italy said, during his speech at the Communication Forum. “The b2b, today, is the laboratory of communication because it possesses the most precious asset: the contents and is learning to exploit them through a balanced and evolved mix with a strong technological component” with the latter that “strengthens the strategy”. Therefore, he continued, “here we need to find a new balance between traditional, digital and integrated communication with technology which must be a valuable tool, not a substitute for real life. Technology must not replace physical events – he warned. Vanoni – because we know that relationships are fundamental. However, we must use it intelligently to exploit the advantage of greater inclusiveness and a wider geographical perimeter, or for the follow-up phases. The perfect hybrid model must focus on the human connection, investing in relationships, shared experiences, exceptional and innovative experiences that inspire, allow creativity to express itself and allow us to work together with the challenges of different industries “.” Here – he continued – we come to the example of the metaverse, now pervasive “, a” new paradigm shift that could substantially and qualitatively transform human experiences. We are 10 years old since the latest shift of this type, social, mobile, cloud “and the metaverse” has implications ranging from technological availability to business transformation, from the legislative framework to truly enable it to impact on sustainability and diversity. But above all human relations “. According to Vanoni, therefore,” the metaverse is not the end, but a means, a tool to make a strategy and positioning of a company even more effective. Here the theme is not to fall into the temptation of another technological binge, but to ask what advantages and disadvantages the metaverse can bring to the company, to the customers and to the extended ecosystem, “he said again.