Adapting a brand's image and communication strategy to reach new generational audiences.

Abstract

The emergence of new generational audiences with new habits of consumption and social interaction, impose opportunities and threats to corporate communication. In this article, I explore one of the ways found by brands, and in particular in the Lotus example, to respond to a need for fast and constant entertainment inherent to the Zapping generation. One of the trends that has been developing in corporate communication is the use of unbalanced humor in an official account, but one that approximates a personal SMM (Social Media Manager) account that communicates as a person rather than an entity. This communication has proven to be effective, but can mean great risks for the brand's reputation.