From commercials to lawsuits, brands abandon fair play and turn conflict into visibility: between symbolic appropriation and direct attacks, competition becomes a public spectacle

From Iliad to Pepsi, provocation reignites the battle between brands

Artificial intelligence rewriting marketing and advertising

The European Communication Monitor highlights the overcoming of the 'one size fits all' model: brands adopt adaptive and differentiated strategies according to different audiences and in specific contexts

Taking a case-by-case position: goodbye one-size-fits-all marketing

From Vodafone to Iliad, Megan Gale and the challenge in Tlc on the terrain of memory

Icons drive engagement and emotional connection, but for brands using them in the right way is complex: the same symbols can have different interpretations, with the risk of slips

The new grammar of brands communicates in emoji strokes

Amazon Ads, the Italian game of artificial intelligence, sports and measurement

Communicating in instability, that intangible asset that holds companies together

Economic uncertainty, hyper-reactive stakeholders and digital amplification increase areas of exposure

Reputation under pressure, high risk season opens

Explore the latest marketing trends and strategies with Il Sole 24 Ore's economics section. Stay informed on market dynamics and consumer behavior.

Economy

From Iliad to Pepsi, provocation reignites the battle between brands

Artificial intelligence rewriting marketing and advertising

Taking a case-by-case position: goodbye one-size-fits-all marketing

From Vodafone to Iliad, Megan Gale and the challenge in Tlc on the terrain of memory

The new grammar of brands communicates in emoji strokes

Amazon Ads, the Italian game of artificial intelligence, sports and measurement

Communicating in instability, that intangible asset that holds companies together

Reputation under pressure, high risk season opens

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