Globalization and the accelerated transformation of the economy create the need for landmarks giving meaning to our consumption.
To meet this need, brands communicate about their origin: who are we? where do we come from? what values have we stood for since our creation ?
Expressing the origin creates value for the brand and the consumer by establishing a link of trust through history and territory. It is also a powerful lever of differentiation and “premiumisation”.
Questions before creating the narrative of origin: