Nascentdesign - Italian Brand AgencyNascentdesign - Italian Brand Agency
5 min reading
The Brand Dispatch

October 2023

   Nostalgia Marketing. THE PAST THAT REASSURES THE FUTURE.

We are easily moved by familiar images, words, music, scents or tastes that take us back in time. When the experience triggers a positive memory, it arouses nostalgia for that special moment, place or object in our lives.


Marketing as of 2021 has made this a real trend. Pulling dusty brands out of the attic and giving them new life is a phenomenon that continues to captivate people and markets. A lever that in recent years has been exploited by Coca-Cola, Chevrolet, Burger King, Casio, H&M, and Gucci, but also by platforms such as Netflix, which starting with StrangerThings or Last Blockbuster, have given a second life to worlds that seemed to have been forgotten. But the most interesting phenomenon is that Nostalgia Marketing conquers not only the generations directly concerned, but also and especially the new generations, curious about time travel and making usable and futuristic what comes from the past.


We need only think of the most popular movie of the year: Barbie. A cinema/marketing that filled theaters with young people dressed in pink. They are the ones most eager to take over the past, to clothe old archetypes with new ethical and aesthetic codes.

   AI e H20. ARTIFICIAL INTELLIGENCE IS INCREASINGLY THIRSTY.

Over the past year Microsoft has reported a 34% increase in water consumption and Google a 20% increase. According to researchers at California University, much of that increase is attributed to the impact of artificial intelligence products and the need to power and cool data centers.


AI systems are already in the spotlight because of the huge amounts of energy they consume. Both Microsoft and Google have made pledges to get to zero carbon emissions by 2030, but now the water problem must be addressed. It is estimated that ChatGPT uses 500 ml of water every time it is asked for suggestions and solutions. An issue that affects the whole world, but particularly countries, such as California, that have faced frequent droughts in recent decades.


The paradox is that while we are asking artificial intelligence for help in solving the global problem of water scarcity with logarithms that cross-reference data and predictions, AI is itself part of the problem. The question therefore comes back to the sender: human intelligence. Before we wonder if AI is going to steal our jobs, we need to make sure it doesn't take away too much of our water.

   Creator Lab. JUVENTUS' SIGNATURE MULTIMEDIA CONTENT.

For the first time, a European football club also becomes a web content production house. It is called Creator Lab and it is the laboratory where Juventus' digital products are born: creative content created by designers, videomakers, writers, infuencers and streamers who feed Juventus' social channels every day.


On TikTok, Instagram and Youtube we find the stories of the players of the first team, but also those of the Juventus Women and the Next Gen kids, moving from the champions who have made Juventus history to the creation of a virtual team for the Rocket League video game.


A digital soccer show made of reels, but also podcasts, video series and innovative multimedia content. Such is the case with the English team Manchester City launching City Tv Plus, a streaming service offering documentaries and podcasts.


As digital platforms continue to evolve, there will be more and more opportunities to captivate young fans through new formats and content: sports clubs that want to stand out and captivate young fans will have to become true entertainment brands.

   Ikea life at Home.A HOME THAT MOVES WITH US.

Is home synonymous with stability? Not anymore. Home is a constantly evolving concept that has undergone major and sudden changes in meaning in recent years.


Life at Home, one of the largest and most distinctive research projects of its kind, which Ikea has been conducting since 2014, involves qualitative and quantitative research on the views, needs and dreams of living around the world. Homes in Germany, India, Japan, the United Kingdom and the United States were visited in the 2022 report. The survey of more than 37,000 people in 37 countries revealed new home-related desires, especially among the younger generation.


Some ingredients of well-being, such as security, a sense of belonging and ownership are changing. More and more people are experiencing home as a place from which it is easier to break away, perhaps to rent and have temporary experiences elsewhere. In fact, digital nomadism has led not only to a move away from the office, but also to an emotional detachment from the concept of "home proper."


Two new words that have emerged are "fun and gratification." And what is surprising is that in many countries this new positioning of "living" also concerns families and the over-50s.So no longer a home for life? Perhaps we are moving towards a more agile and creative concept of home, capable of changing with us, for a lifetime.

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