Celebrating the grand finale of Adello Magazine’s Top 50 Business and Marketing Visionaries series!
What an electrifying journey it has been, honoring the minds shaping the future of business, marketing, and technologies!
Programmatic Advertising is revolutionizing the ad space with its automation, enabling real-time ad buying and optimization. It has transformed the traditional ad industry, changing how brands reach audiences.
In this edition, Louis Venant, the founder of COSATIC and Digital Media Director at Mediamix SA, shares his insights and vision for the programmatic advertising industry.
Witnessing advancements in tech, data analytics, and automation, Venant is optimistic about the programmatic industry in Switzerland. Exciting opportunities await with new channels, AI-driven capabilities, and enhanced personalization.
The digital revolution, fueled by big data, AI, and automation, is revolutionizing consumer engagement with targeted campaigns, real-time analytics, and personalized interactions.
Automation has significantly improved efficiency in performing repetitive tasks, and the growing importance of data analytics has led to an increased demand for individuals with new skill sets. In today's marketing landscape, professionals need to possess a versatile skill set that encompasses technology, analytics, and creativity.
In our latest magazine edition, we delve into one captivating transformation in this realm: Digital-out-of-Home (DOOH) advertising. Tim Berkefeld, an accomplished expert in Programmatic DOOH at Brand Community Network (BCN), unveils the evolution of this traditionally static medium towards digital technologies. Witness the emergence of dynamic and contextually relevant content in DOOH.
Discover Switzerland's Web3 Revolution!
Dive into the progressive tech landscape of Switzerland, a hub for Web3 innovation. With crypto-friendly regulations and government support, it's a hotbed for startups, investors, and pioneers.
Join us as Niklaus Knecht, a Co-Founder & CMO of Papers, unveils the transformative potential of decentralized systems in finance, healthcare, and education.
Get ready for the future job market in blockchain development and dApps. Don't miss this journey into the decentralized world of Web3!
As more artists and collectors embrace this digital revolution, the world of crypto art is set for exponential growth and development. The mainstream attention garnered by NFTs, the foundation of crypto art, has attracted high-profile artists and investors. Expect an expanding range of platforms and marketplaces dedicated to buying, selling, and trading digital art.
In this magazine edition, we are featuring Abraham Yael!
Hailing from Mexico, he possesses exceptional talent as a digital artist and has pioneered the realm of NFT art. His remarkable achievements include being featured at renowned locations like Times Square and Art Basel Miami. Additionally, he actively advocates for collaboration within the digital art community, shining a guiding light on the path toward innovation and success.
In today's digital world, protecting personal information is crucial. Businesses use consumer data to enhance customer experience, but this requires responsibility. Robust security measures, encryption, and transparent privacy policies are essential for earning trust. Individuals also have a duty to safeguard their data through good digital hygiene. In this edition, we interview Marian Glaeser Gläser, CEO of brighter AI, to explore innovative solutions like encryption, secure storage, and anonymization techniques.
We'll also discuss the potential of blockchain to reduce data breaches and the importance of staying vigilant and educated about privacy practices.
In a world where consumers are constantly bombarded with information, personalization has emerged as a crucial element of modern marketing.
In this week's magazine edition, Irina Mazur, the Chief Product and Marketing Officer at Revieve, provides valuable insights on the topic of personalized marketing. With her innovative blend of creativity and data-driven insights, Irina provides valuable insights on how brands can leverage personalization to connect with customers on a deep, meaningful level.
Discover the cutting-edge technologies and advanced analytics that are driving the future of marketing, and learn how you can adapt your strategies to stay ahead. From automation and AI to transparent communication and consent-driven strategies, Irina shares her expert knowledge on how to forge lasting customer relationships by embracing personalization responsibly.
In today's digital age, every company is trying to figure out how to stay relevant, and digital transformation is seen as the solution to this challenge. However, digital transformation is not just about technology, it's about people's mindset. An entrepreneurial mindset can be the key to success. In this week’s highlight article, JJ Delgado, Dr. Digital Economy, General Manager MOVE Estrella Galicia Digital & exAmazon, explains the importance of open-mindedness and an entrepreneurial mindset to innovative solutions for better company growth.
In addition, read in our focus article of the week about why Infants outsmart AI in understanding human behavior, according to a recent NYU study.
In this week's magazine edition, we are featuring Bugge Holm Hansen, futurist and special advisor in Web3, innovation and digitalization and Head of The Nordic Metaverse Summit at Copenhagen Institute for Future Studies.
In his piece, Bugge will give us his perspective on how to approach and navigate the metaverse using a futurist’s toolbox, embracing uncertainties, and resisting the urge to draw conclusions about the direction it is taking.
The metaverse presents a future where physical and virtual worlds converge, creating new opportunities for learning, experiencing, and interacting.
Strategic foresight embraces multiple plausible outcomes, avoids a singular predictable future, and highlights potential biases and blind spots. Therefore, it's important to test the resilience of strategies and consider biases while preparing for unforeseen events in decision-making.
We are happy to announce that we are featuring Olivier Laborde, Director of Innovation and Digital Transformation in the banking and insurance sector, as well as Advisor, Speaker and Author in this issue. Olivier is passionate about implementing cutting-edge solutions that elevate the customer experience to new heights.
The use of gamification has become a popular trend in recent years to enhance customer experience and improve brandloyalty. By incorporating game design elements and mechanics into non-game contexts, businesses aim to make non-game activities more enjoyable and motivating, tapping into people's natural desires for achievement, competition, and recognition.
Our focus in this edition revolves around the crucial subject of utilizing Generative AI effectively and ethically, with a special emphasis on its application in commercial settings.
We are thrilled to feature the exclusive insights by Ken Ip, an accomplished digital marketing expert who serves as the Chairman at Asia MarTech Society and CSO at Neverland. Ken shares his perspectives on how ChatGPT can revolutionize marketing and how to use it effectively.
“The biggest risk from the Metaverse is that we may not just lose our privacy, but our agency, our cognitive autonomy and even our free will.” – Kavya Pearlman
In this issue, we delve into the critical realm of cybersecurity for emerging technologies, a topic that is of utmost importance as our world becomes increasingly interconnected and reliant on digital solutions.
We hear from the founder of XRSI - XR Safety Initiative, Kavya Pearlman or also known as "CyberGuardian", an organization that develops standards for the emerging technology ecosystem. The XRSI focuses on creating a culture of safety and inclusion in extended reality (XR) technologies by identifying potential cyber attacks, cybersecurity privacy ethical risks, and proposing solutions to mitigate them.
Further, Alexander Pushkin, Chief Information Security Office at Security Operations Center - PS Cloud Services, shares insights on the importance of cybersecurity for small and medium-sized enterprises (SMEs) at the #MicrosoftChannelConnect2023 Event.
In the growing metaverse, equity is crucial for equal opportunities regardless of background, location or socioeconomic status. As the metaverse expands, we must work together to ensure a fair digital future. Let's build an inclusive environment where diversity thrives and everyone can participate!
Join us in a conversation with Josephine Gerves, MD & Partner at DEPT®, Co-Founder of Meta Festival, a digital inclusivity thought leader, to discuss challenges, opportunities, and crucial steps toward equity in the metaverse.
Web3 and the metaverse rely on communities to drive innovation, create value, and shape the future. Their shared vision and collective effort can amplify individual contributions. With Web3's decentralized nature, collaboration is seamless, breaking down geographic boundaries and promoting equity and inclusion.
Discover the potential of Web3 communities through Athena Demos' (Co-founder & CEO at Big Rock Creative (BRCvr), Presence Creator, PX Advisor, Futurist) vision for the hybrid Burning Man experience and get inspired!
Adello is continuing to publish content throughout this month that features great women, as part of its commitment to promoting equity, following yesterday's celebration of International Women's Day.
In this issue, we discuss the latest developments and trends in blockchain and cryptocurrencies with Shirly Valge, COO of VELAS We explore the challenges and opportunities in their mass adoption, as well as their integration into existing systems, creation of new marketplaces, and facilitation of cross-border transactions.
Regulatory frameworks will need to adapt to these new technologies, balancing innovation, security, and consumer protection. Blockchain and crypto are set to become increasingly intertwined with traditional finance, offering new opportunities for innovation, investment, and growth.
Adello is proud to announce that this month is dedicated to women. Throughout the month, we will be publishing content featuring exceptional women who are making a difference in the tech industry.
This edition is featured by two wonderful women: Alison Alexander (AmetaverseA.eth), Co-founder, COO & Director of Ethics and Social Policy Metacampus, shares her personal story and insights on Web3's potential to empower underrepresented communities.
Janina Vinklere, Founder of Vividly space and Entrepreneur in Residence LAB51 Inc., shares exclusive insights from NFT Paris 2023 and how the NFT market could shape the future of business.
Adello is committed to promoting diversity and inclusion in all aspects of our work and providing a platform for diverse perspectives. Let's continue championing diversity and creating a more equitable world together!
The clock is ticking. Consumers want to know - who will embrace the challenge and lead the way for a more sustainable future? Will your company step up and show the world what it means to be a responsible business?
Content marketers can learn from Sandra Moerch, Chief Content Director, Purpose & Sustainability at SAP, UN Women Board Member, Stanford WiDS Ambassador, Bill & Melinda Gates Foundation Goalkeeper, on how to effectively amplify the message of sustainability for businesses.
As we start the new year, we can expect to see new trends emerging in the digital sphere. The metaverse and web3 have grown in popularity in the past year, and this is something that is likely to continue in 2023. Also, last year has shown that mobile phones are the most popular way to access the metaverse as they are the most universal device.
In this new Adello 2023 edition powered by LAB51 Inc., Mark Forster, Investor, Serial Entrepreneur, and Chairman of IAB Metaverse Division, shares his thoughts on why the metaverse is mobile-first.
2022 is coming to an end, and looking back, we can say with certainty that this year was the year of the metaverse. Indeed, this innovation made a lot of buzz recently, and we have seen its ups and downs (e.g., when Meta's value decreased). What will happen in 2023, will the metaverse still be on the radar, or is this trend already outdated? Romain Girbal, the co-founder of Exclusible, a French startup, believes in the upcoming Web3 revolution and explains in his article why you should put your hopes in the metaverse.
The Adello team also recently attended NTR - The Metaverse Summit in Berlin. Read our thoughts and summary of the event.
Synthetic Media includes any artificially-generated content, such as text, video, voice, and images, where AI takes on the part of the creative process. Recently, that kind of media has become very trendy. Remember, for instance, AI-created avatars by the popular app: Users upload 15-20 photos of themselves and later get various colorful synthetic avatars in different styles. The result is impressive indeed! However, very few users are concerned about the app's safety since it can collect personal information such as photos and phone numbers. At this point, we, as users must take a step back and rethink how safe AI synthetic media are.
In this new edition, Dr Mark van Rijmenam, the Founder and future tech strategist of the Digital Futures Institute, Author, and Speaker, shares potential dangers of synthetic media, and what should be expected in the future.
Why do the brands go to the metaverse? The main reasons include the maintenance of high technological standards and being youth-friendly. But what’s more important, retaining customers’ focus in a world of overflowing information is getting more and more difficult. The metaverse is here to provide an absolutely fresh interactive experience for the clients.
In this edition, we have spoken with Olivier Bureau, the Co-Founder of Exlusible, about why brands should prioritize Web3 communities while integrating the metaverse in their marketing strategy.
Also, Daniel Renggli, a Marketing and Communications Expert, shared in his article how to empower the marketing team by using innovative tech realities.
In the early days of Web3 and the metaverse development, things are getting tokenized. On the one hand, it is convenient to store all important data information without compromising its security. On the other hand, the question arises: Can some priceless things, such as personalities and characters, be tokenized as well? How will this work when faced with technology, and what will the law say? In this edition, Dr. Anita Lamprecht, Metaverse & FutureLaw Lecturer, Weblaw Academy Speaker, and International Lawyer, shares the concept of the Soulbound tokens and explains how they suppose to work.
Music was changing through time, from the use of simple instruments to synthetic sounds, from medieval chorales to electronic music. We now live in an era where music meets and intertwines with modern technology: Virtual concerts, events in the metaverse, and AI-generated music - what's next?
In this new Adello edition, we talk to Antony Vitillo, Entrepreneur, AR/VR Consultant, and Developer, about why the future of music is bounded by modern technology.
As an immersive environment that relies on high-resolution input from the real world, the Metaverse [with its growing investment potential] will certainly become rocket fuel to boost the advancements in the Internet of Things (IoT) sector.
This is a win-win deal in the tech space. The ability to obtain massive amounts of data from IoT will be crucial to the success of the Metaverse. At the same time, the IoT sector requires the modernization of user interfaces that will allow people to interact and manage IoT environments more efficiently and securely.
In this edition, together with GeoCTRL, a Swiss tech startup, and Chuck Brooks, President of Brooks Consulting International, a seasoned expert in the cybersecurity space and thought leader, we are looking into the synergy of the Metaverse and IoT that can raise productivity and security standards of the whole technology industry.
We are now witnessing the Metaverse in its nascent phase, like a fast-moving expanding galaxy after the Big Bang. Innovative technologies are developing in an accelerated manner, giving birth to new applications, products, and business models. Some brands are coming into space, like brightly shining stars (e.g., Walmart), while others are ceasing their presence and going into the darkness (e.g., CNN).
In this edition, Dr. Martha Boeckenfeld, Dean and Partner at Metaverse Academy, thought leader, and advisor shares her vision of the Metaverse future and how technology will shape it.
If you are an active user of Google, you may be familiar with Autocomplete, a feature within Google Search that predicts what you are searching for once you start typing. This week, Malte Landwehr, head of SEO at idealo internet GmbH, shared strange stories about how entrepreneurs and politicians have been able to manipulate Google in ways that most SEO professionals can only dream of.
What's more, this week the news that Walmart has joined the #metaverse platform Roblox drew our attention. That is why we reviewed Walmart Land, compared it to the Nikeland, and share our opinion about Roblox as a marketing tool.
We have already stepped on the path of building the Internet of the future and the metaverse. To realize the possibility of complete virtual immersion, companies are introducing advanced technologies to develop 3D worlds. In today's Adello Magazine issue, Alan Smithson, Co-Founder of MetaVRse, Investor, Mentor, XR For Business Podcast Host, shared his insights about the #technologies behind the Metaverse and how they influence the Web3.
VR and AR used to be in the past “the technology of the future”. Today we witness how virtual and augmented reality transformed into the “ordinary presence”: AR apps on the phone, VR glasses at home for playing games, and scientists in Virtual reality headsets making important research. Now we, as users, are in the stage of exploring all the potentials of this technology and bringing them to life. This week we had an interview with Gabriele Romagnoli, Head of Business at ShapesXR, Senior Advisor at iconomy. In our conversation, we discussed the hidden potential of VR/AR, their limitations, and the future.
In fact, the crypto industry opens many new opportunities and broadens horizons. It can be inspiring, fascinating, and empowering. Yet for many, it is still a step into the unknown. Government regulation would help a lot to “tame” the wild crypto industry. When it is going to happen and how?
Switzerland is one of the leading countries in the crypto industry. In the new Adello Magazine edition, Delphine Forma, Senior Compliance Manager at BitMEX a Board Member of the OpenVasp Association and crypto and blockchain advisor, shares her view on the future crypto trends and opportunities in Switzerland.
The geopolitical situation in the world, recession, and shrinking budgets in the companies are leading to the tectonic shift in the marketing field. And that is how we need to adapt again to the new changes that today’s agenda dictates to us. Generally, adapting is not a bad thing. Nevertheless, while deconstructing and building again your marketing strategy to correspond to the current situation, do not forget about the core. In this edition, Alexa Duarte D'Agostino, entrepreneur and business strategist based in New York, shares her opinion on marketing fundamentals. She highlights that brands should move on from hard selling and focus on connecting consumer values with brand identity.
From black-and-white newspaper ads to AI-driven chatbots, the trends in marketing come and go, pushing marketers to apply and leverage new technologies. Next year, however, many businesses will continue growing primarily by leaning on the three strong pillars - relevancy, inclusion, and sustainability - but new technologies will make it more exciting.
In this issue, Simon Kingsnorth, entrepreneur and accomplished marketer, shares his opinion on the top digital marketing trends to expect in 2023. In addition, we follow Apple's second attempt to enter the mobile advertising game, which this time may prove victorious as they think more about long-term strategy. Finally, we tried one of the most successful VR games that made me shiver, Half-Life: Alyx. Highly recommended!
The simplest things are often the truest, and marketing is not an exception. In fact, in the pursuit of perfection in our work, we sometimes forget the simple essentials. This week we are releasing a special Adello Magazine edition "Simply Efficient Digital Marketing". In this issue, Joel Hansen, Head of Marketing & Partnerships, LOI Venture, Founder of JJ Ventures, TEDx Speaker, and Marketing Advisor, shares with us the simple secrets of successful digital marketing.
Also, we have collected for you a selection of incredibly creative and unusual advertising in recent times and a review of the popular game this summer Stray.
Advocacy marketing aims to get employees, customers, contractors, and other stakeholders to share your products and services with people they know. On top of that, customer advocacy can help turn loyal customers into advocates for your brand. However, advocacy marketing is too often overlooked by companies, despite its accessibility and effectiveness. B2B marketers can miss out on many opportunities if they do not turn their marketing efforts into customer advocacy. In this edition, Marissa Pick will share with you how to use the whole potential of customer advocacy for your business and how to benefit from it.
When a marketer works with a luxury brand, they can suddenly discover an absolutely new world. This week, together with Sarra Dadoul, the General Manager Brand & Business Unit, Member of the Swiss Women Board Members Club, we dive into the luxury marketing segment. What channels do consumers of luxury goods prefer? How can they be influenced by marketing? And how are new technologies such as metaverse or NFT changing this segment?
Beyond that, in this edition, we will tell you how the usage of avatars in everyday life has changed, and share a review of the first VR film, "We Met in Virtual Reality".
There is a theory of "Black Swans," which describes hard-to-predict and rare events with significant catastrophic consequences. In fact, for the past two years and to this day, we have been experiencing global shifts that are transforming various aspects of our lives. And we still struggle to readjust and realize that the world has changed. In today's issue, Mark Schaefer, marketing strategist, speaker, and author of several marketing bestsellers, discusses how to create a business strategy in an era of unintended consequences.
Crowds of team fans, overcrowded stadiums, and grandiose sports marketing campaigns - all this would not be possible without sports marketing. Today's guest is Ryan McCallum. Ryan McCallum is President at Canada Sport Marketing, Formula 1 Paddock Club Authorized Distributor. In this edition, he shares the features of working with major sports clients such as F1. Also, Dr. Sebastiano Mereu tells in his article about dimensions of perceived value that influence sport fans’ adoption of the metaverse.
While the metaverse is getting more and more close to us, for some people, the emergence of the immersive internet still seems unthinkable. We are so used to the screen format of the internet that we cannot imagine any other alternative. However, the immersive internet and the metaverse are not just futurist fantasies, they are an inevitable stage of internet development that will have to happen sooner or later. In this edition, Professor Dr. Enrico Molinari shares a futuristic story and his vision of the metaverse. He describes in clear words how the presence of Web 3.0 technologies will transform our lives.
Blockchain, by design, is supposed to be inclusive. In fact, this technology offers a freer, safer and fairer environment for financial transactions for all. Today, however, inclusiveness in this field is in crisis. For example, women constitute only one-third of the workforce in this industry.
Lavinia D. Osbourne is the Founder of Women in Blockchain Talks. Her goal is to engage people of marginalized or underrepresented groups and show the life-changing and world-changing potential of blockchain. In her article, she shares how to get blockchain's inclusivity back on track.
We are living in a post-pandemic time. And, as some of you have already noticed, post-pandemic is not equal to pre-pandemic time. In fact, the crisis is not over, and some businesses still face post-pandemic effects, and consumer spending pullback is one of the most common. How to recover and adapt to those times? In this edition, Megan Conahan, Executive Vice President at Direct Agents, shares her experience and offers 6 tips on how to survive the post-pandemic consumer spending pullback.
It is always breathtaking to read the news from the high-tech world. The last week was especially saturated with different events: from the news about the development of LaMDA by Google, and to the Apple Worldwide Developer Conference. Devoting this edition to High-Tech Marketing, we have invited Barry Rabkin as an honored Adello author. Barry has shared his insights on the marketing strategy and tactics in autonomous vehicles, drones, and industrial robotics and his vision for the future of robotics in our lives.
Content marketing plays several various roles in business. When we speak about B2B, thanks to the unique, useful, and expert content, the brands are able to acquire an audience and create a network of professionals. In the new Adello edition, we will get you acquainted with Benjamin Shapiro, the founder & CEO of I Hear Everything, host of the MarTech & Voices of Search podcasts. In his story, he tells about his challenging path to becoming a successful podcast host and shares the tips for quality B2B content creation.
More and more major corporations have embraced the metaverse concept, seeing the potential of the virtual marketplace for their business. Why? Because everything related to the metaverse opens investment opportunities, and the metaverse itself has the potential to become an extension of the Internet.
If you decided to take the red pill and see how deep the rabbit hole goes, then this edition is for you. Tony Moroney, Founder & Managing Partner of Beta Digital, Co-Founder of The Digital Transformation Lab, and Lecturer at IMI & MTU, shared his experience and advice on how organizations can succeed in the metaverse.
In addition, we will look at the future of social media in the metaverse and review another video game that can keep you entertained.
On the NFT popularity peak, some who want to enter this field are wondering: where should I start? Meanwhile, others begin to doubt the NFT and its safety.
Web 3.0 was supposed to become an absolutely new and safe space for Internet users. However, according to Tim Moore, it's important to know a number of rules before one steps into the Web 3.0 and NFT market.
Virtual and Augmented reality devices are no longer just entertainment for geeks. In fact, immersive technologies are being used in various fields from production to medicine. Marketing is not an exception. In this edition together with James Watson, we were talking about how VR and AR are changing the landscape of marketing and why immersive technologies stand for the future.
The rapid development of technology and its significance continue to accelerate. This contributes to interest in the next generation of the Internet - the metaverse. The metaverse of the future will be similar to our “ordinary” world where we work, study, and interact with each other. Simply put, metaverse will be a digital copy of our everyday life. Thomas Hutter, the CEO of Hutter Consult explains what are the opportunities of the metaverse we can see in the near future and how soon will the adoption of Web 3.0 take place.
Wise to suggest, that blockchain gaming is another concept, that is intersecting with the metaverse. Adello has interviewed Augustin Romaneschi, member of Crypto Valley Association, founder of Plug to Potential, and blockchain enthusiast, and asked him about the concept of NFT games, its trends, and its future.
Remember how 25 years ago when the Internet just started its expansion the leading tech companies were claiming that the Internet stands for the future? Back then many companies were trying to get into it without exact knowledge about Web 1.0. The Web 3.0 and the new Internet, where the metaverse is part of it, are already here. Today we see the same picture: everyone wants their business to be a part of the metaverse, but only a few are ready for that. Bertrand Blancheton in his article together with Adello Magazine described what steps the company must undertake in order to smoothly integrate the metaverse in their business.
Today it is clear that third-party cookies are not welcomed in the marketing world anymore. While some are still trying to harness the last bites of questionably collected data, Jessie Lizak kindly reminds marketers that first-party data collection can contribute to business growth.
For those who feel that the zero- and first-party data is not enough, we introduce the most innovative privacy-friendly cookieless alternatives to continue offering relevant and personalized marketing services!
Digitalization has become an integral part of how fashion brands interact with their consumers. In addition, digital marketing tools are changing the entire fashion industry.
In this edition, we discussed why digitalization in the fashion industry is important with Frida Ekholm. She gave advice on how to adapt digitalization for fashion brands and what to pay attention to while implementing digital.
Moreover, in this edition, we disclosed the popularisation of NFT in the fashion industry and how it expanded the apparel market. Discover the presence and the future of fashion in our new edition!
This edition we devoted to two widely discussed trends that took over the digital marketing world in 2022: video and metaverse.
Customer journey is essential while planning the video marketing strategy. Adrian Sandmeier, the author of the bestseller book on Amazon “Video marketing For Marketers" and the founder of youstream, shares the same opinion. In this edition, he discloses the secrets of successful video marketing, good production and proves the importance of the audience while building the strategy.
From the Adello side, we are keeping to share the ideas from our latest panel discussion about metaverse. We explained in detail the mechanisms behind the metaverse by explaining its ecosystem.
And in the end, we described how metaverse and video can cooperate together and how marketers will benefit from it. Enjoy reading! 😉
Thinking about affiliate marketing, one most probably imagines different discounts offers and promo codes. However, affiliate marketing took a different direction in tandem with influencer marketing. Chris Tradgett, the co-Founder at Publisher Discovery, ensures that this marketing model is used for the best benefits for a business, especially in the era of rapid digitalization.
Creating a branding strategy is a long process that requires patience, time, and hard work. Even if you succeed in building a brand, maintaining long-term success might be the challenge. A verified and communicated brand positioning strategy not only stimulates sales but also forms long-term brand loyalty. It helps effectively increase customer trust in the brand and creates a strong competitive edge. In our new Adello Magazine edition, together with An Driessens, we discuss the importance of the strategy of global brand building.