1. Emballage, Paris/PackVision/19.11.2012 Packaging in the Brand Community Age The Community Brand Massimo Bartoccioli Catholic University of Milan

2. The Community Brand Community Brand fulfils the need to belong to a lifestyle Group

3. The Community Brand Love is more important than convenience

4. Corona

5. Swatch

6. The Community Brand Community Brands are created by faithful consumers who gather through mouth-to-mouth communication process

7. The Community Brand The target is mainly made by young people (16-24 years old) and young adults (25-35 years old) but the main elements are represented by culture, passion and hobbies

8. The Community Brand The Web is the perfect environment for Community Brands because it enables daily exchange of experiences related to the product by faithful consumers

9. Tonno Consorcio

10. The Community Brand The communication’s strategy is fusion with communities and consumers both on the Web with relevant blog and wherever consumers meet

11. Red Bull

12. The Community Brand The product must become a Totem, The brand a “Mana” Packaging and design in this symbolic approch play a central role

13. Smart

14. Harley Davidson

15. Apple