ABSTRACT
Marketing and communication will be increasingly central to lead companies through big changes. A successful brand positioning must make clear why a brand exists, what it stands for and what differentiates it from competitors. The so-called holistic marketing concept is oriented to the relationship marketing, aimed at building long and stable relationships with internal and external stakeholders. A company must tell the right story and spread its values in order to engage and to commit the stakeholders.
The close cooperation between marketing and communications within C-suite aims at achieving a consistent brand identity and at aligning customers and stakeholders’ engagement to the corporate identity. The common effort of the C-suite should lead to deliver consistent and responsive personalised contents to customers and stakeholders through an omnichannel approach.
In this perspective, the future leader should be visionary and able to lead the company as whole to customers and stakeholders’ engagement
Key finding: the holistic approach aims at constantly engaging and committing consumers and stakeholders. The future leader must be able to change when things go well. If the leader tries to change when they go wrong, it is already too late.
