MONTE ROBERTO (AN)
Gagliardini’s company srl was born in 1958 on the initiative of Vittorio Gagliardini who is today joined by his sons Cristiana, Francesca and Mario. Their fascinating narration has watched them grow up to the point of becoming one of the landmarks for private individuals, professionals and companies spread all over our country. The showroom, with its 2.500 square meters, it’s a window into the best contemporary interior. It’s a catalogue that meets every project and innovation request.
It can be considered as an ever-changing laboratory where the clients can experience the brand and the style by seeing the various furniture proposals which can range from kitchen to the living area, from bathroom to bedroom, from floors to coatings.
The thought about communication cores brings out an important focus about the concept of industry culture. Therefore, in the context of benchmarking, we decided to isolate this highly differentiating topic and analyze the methods through which this concept is used as a differentiating lever of communication.
For Gagliardini, the expertise core corresponds with value based on group,family and human connection complicity. That’s because the expertise is not only the know-how which is held by the company, but also historic character and the set of skills of all the members who are part of it.
The core of services tells the transversal one and the integrated path which can be experienced in the showroom. This core is able to narrate pre-sale, sales and after-sales service together with attention and sensitivity towards customers nd the will to make them feel satisfied with the shopping experience.
The core of products want to communicate the value of adherence to the territory. That’s because Gagliardini pays attention to his clients needs, because there is a warehouse which immediately provides the products needed and because the company selects a wide range of high quality products.
Last but not least, the core of industry culture acts as a powertrain which sublimates the company’s activities. Is thanks to this core that Gagliardini can bet on projects like MAPPE in a credible and natural way and make these topics the central elements of their positioning.
LEGO SERIOUS PLAY
In order to structure a communication system that adheres to the characteristics and identity aspects of the company, it was investigated in depth through a workshop based on the Lego Serious Play methodology. This opportunity for dialogue involved five transversal figures and a facilitator, who brought out the value proposal and the highly differentiating elements then used within the integrated communication strategy.
“The building culture” is the new payoff to express the company positioning and to communicate the content through two lenses. The first one is the culture, a fundamental, strongly identifying and intellectual concept. The second one is the building one. It recalls the pragmatics of Gagliardini’s daily activities. These two semantic concepts, linked by the same payoff, have the ability to narrate the company as a whole.
Together with the ability to communicate the values which identify the company, the payoff was chosen in order to be declined and, therefore, to be able to tell the characteristic core of communication.The story of materials is activated from three fundamental elements for both communication and Gagliardini’s construction business: the showroom, building and hardware store section.
The adv project focuses on the main communication goal: makes interaction and relationship between Gagliardini and the territory, therefore its potential clients. These two realities find a contact point that concretizes the concept of relationship. The layout was designed to be developed both on traditional and digital communication channels.
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