smart - Continuous Conceptual Innovation with “Limited” Product Innovation: The Strategic Role of Communication to reinforce Brand Equity

The smart brand case describes the “strategic role of innovation in communication to reinforce brand equity”. A fundamental step change in marketing approach, started over twenty years ago, and translated into both a success in the market and into a new way of thinking and feeling the driving experience in urban areas, in a context with “continuous conceptual innovation combined with limited product innovation”.