Origin

History and territory to create brand value

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:

• How do we go back to our roots without being nostalgic or backward-looking?
• Which imaginations do we appeal to and what emotional benefits do we highlight?
• Which characters do we put on stage?