Developed in 1986, the prism has become a major contributor to the importance of storytelling in brand development and consumer awareness. The Kapferer Brand Identity Prism is a framework for clarifying brand identity through six different brand characteristics. Those comprise physique, personality, culture, relationship, reflection, and self-image.
Aspect
Explanation
Concept Overview
– The Kapferer Brand Identity Prism is a branding model developed by French marketing expert Jean-Noël Kapferer. This model provides a structured framework for understanding and defining the identity of a brand. It visualizes the various facets and dimensions of a brand’s personality, helping businesses create a distinct and compelling brand image. The prism consists of six facets, each representing a unique aspect of a brand’s identity, which collectively contribute to how consumers perceive and connect with the brand.
Six Facets of the Prism
– The Kapferer Brand Identity Prism is composed of the following six facets: 1. Physique: This facet represents the tangible and visual aspects of the brand, such as its logo, design, packaging, and overall visual identity. It reflects the brand’s aesthetics and how it presents itself visually. 2. Personality: Personality encapsulates the human-like qualities and characteristics associated with the brand. Brands can be seen as having traits like sincerity, excitement, competence, sophistication, ruggedness, or other human attributes. 3. Culture: Culture represents the shared values, beliefs, and principles that the brand stands for. It encompasses the brand’s mission, ethics, and the larger societal or cultural context in which it operates. 4. Relationship: This facet focuses on the brand’s interactions and connections with its customers. It reflects the type of relationship the brand wants to establish with its audience, whether it’s nurturing, supportive, authoritative, or other relational styles. 5. Reflection: Reflection deals with how customers see themselves when they interact with the brand. It explores the brand’s influence on consumers’ self-image, values, and aspirations. 6. Self-image: Self-image refers to the ideal self-concept that the brand encourages its customers to adopt. It addresses how the brand empowers consumers to perceive themselves in a certain way when they engage with the brand.
Applications
– The Kapferer Brand Identity Prism is a valuable tool in brand development and management: 1. Brand Strategy: Helps businesses define and articulate their brand identity, guiding strategic decisions. 2. Marketing Communications: Informs messaging, advertising, and content creation to align with the brand’s identity. 3. Customer Engagement: Enhances customer engagement by creating a brand personality that resonates with the target audience. 4. Brand Differentiation: Enables brands to stand out in competitive markets by having a unique and compelling identity. 5. Brand Consistency: Ensures consistent and coherent brand representation across all touchpoints.
Benefits and Impact
– Leveraging the Kapferer Brand Identity Prism offers several benefits and impacts: 1. Strong Brand Identity: Facilitates the development of a well-defined and memorable brand identity. 2. Consistent Branding: Promotes consistency in branding efforts across various channels. 3. Enhanced Customer Connection: Helps create emotional connections and resonance with customers. 4. Competitive Advantage: Sets the brand apart from competitors with a distinct identity. 5. Clearer Brand Communication: Improves communication of brand values and personality to the target audience. 6. Brand Loyalty: Fosters brand loyalty as customers identify with the brand’s identity.
Challenges
– Challenges associated with the Kapferer Brand Identity Prism include the complexity of aligning all facets of the prism cohesively and the need for ongoing efforts to ensure that the brand’s identity remains relevant and resonant with evolving consumer preferences and market dynamics.
To provide a more holistic depiction of brand identity, management consultant Jean-Noel Kapferer developed six core elements – with each illustrated as one corner of a prism.
Over thirty years later, Kapferer’s model remains a valuable means of creating a brand that reflects the core values of a business.
In the next section, we’ll look at each of the six elements in more detail.
The six elements of the Kapferer Brand Identity Prism
Kapferer argues that brand success is driven by the company-wide adoption of six elements.
Physique
This describes the physical characteristics of a brand, most often represented in a logo, iconography, and color palette. It also extends to the physical form of products and services. Physique is considered the basis of a good brand because it dictates how that brand is perceived among consumers.
In other words, what emotions does a brand inspire and how it can physically embody those emotions? For example, Nike’s dynamic swoosh evokes confidence, joy, energy, and exuberance.
Personality
Personality is the voice of a brand, dictating what a brand says and how the brand should say it. Importantly, personality is not limited to verbal communication. It also includes such things as font choices, communication tone, design, and copywriting.
With bold color choices and a scripted font, Coca-Cola is perceived as a happy-go-lucky person who is the life of the party.
Culture
It may surprise some that internal culture is also an important part of brand identity. Google’s culture as a flexible and creative workplace is reflected in their products and services. Tesla’s culture of innovation was created by an internal culture where employees are encouraged to share their new ideas.
Relationship
Relationship encompasses the engagement that occurs between brand and consumer. Here, engagement does not mean money changing hands. Instead, it looks at how a brand maintains a positive association with its target audience by exceeding their expectations.
Apple’s unwavering focus on usability and exemplary customer service has earnt them an unbreakable relationship with millions of customers.
Reflection
Reflection in brand identity describes the depiction of a target audience or buyer persona in brand advertising. Some brands like Coca-Cola appeal to a wide range of buyer personas because its fun and playful personality attracts consumers across a wide demographic.
In a more specific approach, Marlboro and their strong, masculine, cowboy-themed promotions sought to target smokers who displayed similar traits.
Self-image
Self-image encompasses the feeling a consumer wants to receive after interacting with a brand – usually via a purchase. Businesses should aim to determine the aspirations, goals, and values of the target audience – and then seek to embody these characteristics. When a consumer purchases a luxury car, for example, they are buying because of the status and prestige of the branded badge on the hood.
Completing the Kapferer Brand Identity Prism
Once the six elements have been clarified, they are then divided into four broader categories:
Picture of sender – or the way that a brand presents itself. Physique and Personality fall under this category.
Picture of receiver – or the way that consumers see a brand. Reflection and Self-Image belong in this category.
Externalization – or all visible brand outputs such as logo and advertising, best represented by Relationship.
Internalization – or internal brand drivers that represent Culture – such as values, history, leadership, and human resources.
When and How to Use the Kapferer Brand Identity Prism:
The Kapferer Brand Identity Prism can be used in various branding and marketing contexts:
Brand Analysis: It helps businesses analyze their current brand identity and understand how consumers perceive their brand.
Rebranding and Repositioning: When a brand undergoes rebranding or needs to reposition itself in the market, the prism helps shape the new identity.
New Product Launch: Brands can use the prism to ensure that a new product aligns with their established identity.
Competitor Analysis: It aids in understanding the brand identities of competitors and identifying gaps in the market.
Marketing and Communication: The prism informs marketing and communication strategies to ensure they align with the brand’s identity.
To use the Kapferer Brand Identity Prism effectively:
Evaluate Each Dimension: Consider each of the six dimensions and define them in the context of your brand.
Consistency: Ensure that all elements of the prism are consistent and harmonize with each other.
Customer-Centric: Keep the customer’s perspective in mind while shaping the brand’s identity.
Expected Benefits of the Kapferer Brand Identity Prism:
Using the Kapferer Brand Identity Prism can lead to several benefits:
Clarity: It provides a clear framework for defining and communicating a brand’s identity.
Alignment: Helps ensure that all brand-related elements are aligned and consistent.
Differentiation: Aids in creating a unique brand identity that stands out in the market.
Customer Connection: Enhances the brand’s ability to connect with customers on an emotional and personal level.
Effective Communication: Guides marketing and communication efforts, making them more targeted and impactful.
Potential Drawbacks of the Kapferer Brand Identity Prism:
While the Kapferer Brand Identity Prism offers numerous advantages, it also has potential drawbacks:
Simplification: The model simplifies complex brand identities, potentially oversimplifying the reality.
Subjectivity: The interpretation of each dimension can be subjective, leading to different interpretations and potential conflicts.
Rigidity: Overemphasis on maintaining a consistent identity can limit a brand’s ability to adapt to changing market conditions.
Key takeaways:
The Kapferer Brand Identity Prism identifies six elements that compose brand identity: physical elements, personality, culture, relationship, reflection, and self-image.
The Kapferer Brand Identity Prism focuses on the storytelling aspect of brand development and is comprised of evergreen marketing principles that have been relevant in business for decades.
Ultimately, the Kapferer Brand Identity Prism is a complete and precise means of brand formation for businesses who want to communicate to their target audience in a highly personalized manner.
Related Frameworks
Description
When to Apply
Brand Equity Model
– The Brand Equity Model assesses the value and strength of a brand based on factors like brand awareness, perceived quality, brand associations, and brand loyalty. – It helps measure and manage the financial value of a brand and its impact on consumer behavior.
– When assessing the overall health and performance of a brand, identifying areas for improvement, and developing strategies to enhance brand value and customer loyalty.
Brand Extension
– Brand Extension is a strategy that involves leveraging an existing brand name to introduce new products or services in related or unrelated categories. – It allows companies to capitalize on the equity and recognition of their brand to expand into new markets or product lines. – Successful brand extensions maintain brand consistency while meeting the needs of new target audiences.
– When considering diversification strategies or entering new markets, to leverage existing brand equity and minimize the risks associated with launching entirely new brands or products.
Brand Architecture
– Brand Architecture refers to the structure and organization of a brand portfolio, including the relationships between sub-brands and the master brand. – It helps companies manage and communicate their brand portfolio strategy effectively, ensuring clarity and consistency across all brand offerings.
– When managing a portfolio of brands or products, to define the hierarchy and relationships between different brand elements, streamline communication, and optimize brand strategy for maximum impact and coherence.
Brand Positioning
– Brand Positioning defines how a brand occupies a distinct place in the minds of consumers relative to competitors. – It involves identifying and communicating the unique benefits and value propositions that differentiate a brand from others in the market. – Effective brand positioning establishes emotional connections and loyalty with target audiences.
– When developing marketing strategies, entering new markets, or launching new products, to establish a clear and compelling position in the minds of consumers, differentiate from competitors, and build strong brand associations and customer relationships.
Brand Personality
– Brand Personality attributes human characteristics and traits to a brand to create a distinctive identity and emotional connection with consumers. – It helps shape consumer perceptions and preferences by evoking specific emotions and attitudes associated with the brand. – Brand personality traits can include sincerity, excitement, competence, sophistication, and ruggedness.
– When developing brand communication strategies, designing marketing campaigns, or shaping brand messaging to resonate with target audiences and evoke desired emotions and perceptions.
Brand Storytelling
– Brand Storytelling involves using narratives, anecdotes, and experiences to communicate the values, purpose, and identity of a brand to consumers. – It creates engagement, authenticity, and empathy by connecting with audiences on a personal and emotional level. – Effective brand storytelling fosters loyalty and advocacy among consumers.
– When crafting brand messaging, content marketing strategies, or advertising campaigns, to create meaningful connections with consumers, convey brand values, and differentiate from competitors through compelling storytelling.
Brand Audit
– A Brand Audit evaluates the strengths and weaknesses of a brand by analyzing its positioning, perception, equity, and performance in the marketplace. – It helps identify areas of opportunity and threat and provides insights for brand strategy and repositioning.
– When conducting periodic assessments of brand health, preparing for brand relaunches or repositioning efforts, or analyzing competitor strategies to identify gaps and opportunities for improvement in brand performance and perception.
Brand Differentiation
– Brand Differentiation is the process of creating and communicating unique value propositions and points of difference that set a brand apart from competitors. – It involves identifying and highlighting the distinctive features, benefits, or qualities that make a brand memorable and desirable to consumers.
– When developing marketing strategies, product offerings, or brand messaging, to emphasize unique selling points, create competitive advantages, and stand out in crowded marketplaces to attract and retain customers.
Brand Equity Management
– Brand Equity Management involves strategically and proactively managing all aspects of a brand to enhance its perceived value and long-term success. – It includes activities such as brand monitoring, brand tracking, brand revitalization, and crisis management to protect and strengthen brand equity over time.
– When overseeing brand-related activities and initiatives, to ensure consistency, relevance, and resonance with target audiences, and proactively address any issues or challenges that may impact brand perception and value.
Brand Loyalty Programs
– Brand Loyalty Programs are marketing initiatives designed to reward and retain existing customers by offering incentives, discounts, or exclusive benefits for repeat purchases or engagement with the brand. – They help foster loyalty, increase customer retention, and encourage advocacy among satisfied customers.
– When aiming to strengthen relationships with existing customers, increase customer lifetime value, and encourage repeat purchases or referrals through incentive-based loyalty programs tailored to specific customer segments or behaviors.
Account-based marketing (ABM) is a strategy where the marketing and sales departments come together to create personalized buying experiences for high-value accounts. Account-based marketing is a business-to-business (B2B) approach in which marketing and sales teams work together to target high-value accounts and turn them into customers.
Ad Ops – also known as Digital Ad Operations – refers to systems and processes that support digital advertisements’ delivery and management. The concept describes any process that helps a marketing team manage, run, or optimize ad campaigns, making them an integrating part of the business operations.
Venture capitalist, Dave McClure, coined the acronym AARRR which is a simplified model that enables to understand what metrics and channels to look at, at each stage for the users’ path toward becoming customers and referrers of a brand.
Affinity marketing involves a partnership between two or more businesses to sell more products. Note that this is a mutually beneficial arrangement where one brand can extend its reach and enhance its credibility in association with the other.
As the name suggests, ambush marketing raises awareness for brands at events in a covert and unexpected fashion. Ambush marketing takes many forms, one common element, the brand advertising their products or services has not paid for the right to do so. Thus, the business doing the ambushing attempts to capitalize on the efforts made by the business sponsoring the event.
Affiliate marketing describes the process whereby an affiliate earns a commission for selling the products of another person or company. Here, the affiliate is simply an individual who is motivated to promote a particular product through incentivization. The business whose product is being promoted will gain in terms of sales and marketing from affiliates.
The bullseye framework is a simple method that enables you to prioritize the marketing channels that will make your company gain traction. The main logic of the bullseye framework is to find the marketing channels that work and prioritize them.
Brand building is the set of activities that help companies to build an identity that can be recognized by its audience. Thus, it works as a mechanism of identification through core values that signal trust and that help build long-term relationships between the brand and its key stakeholders.
According to inbound marketing platform HubSpot, brand dilution occurs “when a company’s brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops in an industry that they don’t have any market share in.” Brand dilution, therefore, occurs when a brand decreases in value after the company releases a product that does not align with its vision, mission, or skillset.
The brand essence wheel is a templated approach businesses can use to better understand their brand. The brand essence wheel has obvious implications for external brand strategy. However, it is equally important in simplifying brand strategy for employees without a strong marketing background. Although many variations of the brand essence wheel exist, a comprehensive wheel incorporates information from five categories: attributes, benefits, values, personality, brand essence.
The brand equity is the premium that a customer is willing to pay for a product that has all the objective characteristics of existing alternatives, thus, making it different in terms of perception. The premium on seemingly equal products and quality is attributable to its brand equity.
Brand positioning is about creating a mental real estate in the mind of the target market. If successful, brand positioning allows a business to gain a competitive advantage. And it also works as a switching cost in favor of the brand. Consumers recognizing a brand might be less prone to switch to another brand.
Business storytelling is a critical part of developing a business model. Indeed, the way you frame the story of your organization will influence its brand in the long-term. That’s because your brand story is tied to your brand identity, and it enables people to identify with a company.
Content marketing is one of the most powerful commercial activities which focuses on leveraging content production (text, audio, video, or other formats) to attract a targeted audience. Content marketing focuses on building a strong brand, but also to convert part of that targeted audience into potential customers.
One of the first mentions of customer lifetime value was in the 1988 book Database Marketing: Strategy and Implementation written by Robert Shaw and Merlin Stone. Customer lifetime value (CLV) represents the value of a customer to a company over a period of time. It represents a critical business metric, especially for SaaS or recurring revenue-based businesses.
Customer segmentation is a marketing method that divides the customers in sub-groups, that share similar characteristics. Thus, product, marketing and engineering teams can center the strategy from go-to-market to product development and communication around each sub-group. Customer segments can be broken down is several ways, such as demographics, geography, psychographics and more.
Developer marketing encompasses tactics designed to grow awareness and adopt software tools, solutions, and SaaS platforms. Developer marketing has become the standard among software companies with a platform component, where developers can build applications on top of the core software or open software. Therefore, engaging developer communities has become a key element of marketing for many digital businesses.
A digital channel is a marketing channel, part of a distribution strategy, helping an organization to reach its potential customers via electronic means. There are several digital marketing channels, usually divided into organic and paid channels. Some organic channels are SEO, SMO, email marketing. And some paid channels comprise SEM, SMM, and display advertising.
Field marketing is a general term that encompasses face-to-face marketing activities carried out in the field. These activities may include street promotions, conferences, sales, and various forms of experiential marketing. Field marketing, therefore, refers to any marketing activity that is performed in the field.
interaction with a brand until they become a paid customer and beyond.
Funnel marketing is modeled after the marketing funnel, a concept that tells the company how it should market to consumers based on their position in the funnel itself. The notion of a customer embarking on a journey when interacting with a brand was first proposed by Elias St. Elmo Lewis in 1898.
Funnel marketing typically considers three stages of a non-linear marketing funnel. These are top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). Particular marketing strategies at each stage are adapted to the level of familiarity the consumer has with a brand.
A go-to-market strategy represents how companies market their new products to reach target customers in a scalable and repeatable way. It starts with how new products/services get developed to how these organizations target potential customers (via sales and marketing models) to enable their value proposition to be delivered to create a competitive advantage.
The term “greenwashing” was first coined by environmentalist Jay Westerveld in 1986 at a time when most consumers received their news from television, radio, and print media. Some companies took advantage of limited public access to information by portraying themselves as environmental stewards – even when their actions proved otherwise. Greenwashing is a deceptive marketing practice where a company makes unsubstantiated claims about an environmentally-friendly product or service.
Grassroots marketing involves a brand creating highly targeted content for a particular niche or audience. When an organization engages in grassroots marketing, it focuses on a small group of people with the hope that its marketing message is shared with a progressively larger audience.
Growth marketing is a process of rapid experimentation, which in a way has to be “scientific” by keeping in mind that it is used by startups to grow, quickly. Thus, the “scientific” here is not meant in the academic sense. Growth marketing is expected to unlock growth, quickly and with an often limited budget.
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Hunger marketing is a marketing strategy focused on manipulating consumer emotions. By bringing products to market with an attractive price point and restricted supply, consumers have a stronger desire to make a purchase.
Integrated marketing communication (IMC) is an approach used by businesses to coordinate and brand their communication strategies. Integrated marketing communication takes separate marketing functions and combines them into one, interconnected approach with a core brand message that is consistent across various channels. These encompass owned, earned, and paid media. Integrated marketing communication has been used to great effect by companies such as Snapchat, Snickers, and Domino’s.
Inbound marketing is a marketing strategy designed to attract customers to a brand with content and experiences that they derive value from. Inbound marketing utilizes blogs, events, SEO, and social media to create brand awareness and attract targeted consumers. By attracting or “drawing in” a targeted audience, inbound marketing differs from outbound marketing which actively pushes a brand onto consumers who may have no interest in what is being offered.
Integrated marketing describes the process of delivering consistent and relevant content to a target audience across all marketing channels. It is a cohesive, unified, and immersive marketing strategy that is cost-effective and relies on brand identity and storytelling to amplify the brand to a wider and wider audience.
The marketing mix is a term to describe the multi-faceted approach to a complete and effective marketing plan. Traditionally, this plan included the four Ps of marketing: price, product, promotion, and place. But the exact makeup of a marketing mix has undergone various changes in response to new technologies and ways of thinking. Additions to the four Ps include physical evidence, people, process, and even politics.
Marketing myopia is the nearsighted focus on selling goods and services at the expense of consumer needs. Marketing myopia was coined by Harvard Business School professor Theodore Levitt in 1960. Originally, Levitt described the concept in the context of organizations in high-growth industries that become complacent in their belief that such industries never fail.
Marketing personas give businesses a general overview of key segments of their target audience and how these segments interact with their brand. Marketing personas are based on the data of an ideal, fictional customer whose characteristics, needs, and motivations are representative of a broader market segment.
Meme marketing is any marketing strategy that uses memes to promote a brand. The term “meme” itself was popularized by author Richard Dawkins over 50 years later in his 1976 book The Selfish Gene. In the book, Dawkins described how ideas evolved and were shared across different cultures. The internet has enabled this exchange to occur at an exponential rate, with the first modern memes emerging in the late 1990s and early 2000s.
Microtargeting is a marketing strategy that utilizes consumer demographic data to identify the interests of a very specific group of individuals. Like most marketing strategies, the goal of microtargeting is to positively influence consumer behavior.
Multichannel marketing executes a marketing strategy across multiple platforms to reach as many consumers as possible. Here, a platform may refer to product packaging, word-of-mouth advertising, mobile apps, email, websites, or promotional events, and all the other channels that can help amplify the brand to reach as many consumers as possible.
Multi-level marketing (MLM), otherwise known as network or referral marketing, is a strategy in which businesses sell their products through person-to-person sales. When consumers join MLM programs, they act as distributors. Distributors make money by selling the product directly to other consumers. They earn a small percentage of sales from those that they recruit to do the same – often referred to as their “downline”.
The Net Promoter Score (NPS) is a measure of the ability of a product or service to attract word-of-mouth advertising. NPS is a crucial part of any marketing strategy since attracting and then retaining customers means they are more likely to recommend a business to others.
Neuromarketing information is collected by measuring brain activity related to specific brain functions using sophisticated and expensive technology such as MRI machines. Some businesses also choose to make inferences of neurological responses by analyzing biometric and heart-rate data.
Neuromarketing is the domain of large companies with similarly large budgets or subsidies. These include Frito-Lay, Google, and The Weather Channel.
Newsjacking as a marketing strategy was popularised by David Meerman Scott in his book Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage. Newsjacking describes the practice of aligning a brand with a current event to generate media attention and increase brand exposure.
A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
We can define pull and push marketing from the perspective of the target audience or customers. In push marketing, as the name suggests, you’re promoting a product so that consumers can see it. In a pull strategy, consumers might look for your product or service drawn by its brand.
Real-time marketing is as exactly as it sounds. It involves in-the-moment marketing to customers across any channel based on how that customer is interacting with the brand.
Relationship marketing involves businesses and their brands forming long-term relationships with customers. The focus of relationship marketing is to increase customer loyalty and engagement through high-quality products and services. It differs from short-term processes focused solely on customer acquisition and individual sales.
Reverse marketing describes any marketing strategy that encourages consumers to seek out a product or company on their own. This approach differs from a traditional marketing strategy where marketers seek out the consumer.
Remarketing involves the creation of personalized and targeted ads for consumers who have already visited a company’s website. The process works in this way: as users visit a brand’s website, they are tagged with cookies that follow the users, and as they land on advertising platforms where retargeting is an option (like social media platforms) they get served ads based on their navigation.
Sensory marketing describes any marketing campaign designed to appeal to the five human senses of touch, taste, smell, sight, and sound. Technologies such as artificial intelligence, virtual reality, and the Internet of Things (IoT) are enabling marketers to design fun, interactive, and immersive sensory marketing brand experiences. Long term, businesses must develop sensory marketing campaigns that are relevant and effective in eCommerce.
Services marketing originated as a separate field of study during the 1980s. Researchers realized that the unique characteristics of services required different marketing strategies to those used in the promotion of physical goods. Services marketing is a specialized branch of marketing that promotes the intangible benefits delivered by a company to create customer value.
Sustainable marketing describes how a business will invest in social and environmental initiatives as part of its marketing strategy. Also known as green marketing, it is often used to counteract public criticism around wastage, misleading advertising, and poor quality or unsafe products.
Word-of-mouth marketing is a marketing strategy skewed toward offering a great experience to existing customers and incentivizing them to share it with other potential customers. That is one of the most effective forms of marketing as it enables a company to gain traction based on existing customers’ referrals. When repeat customers become a key enabler for the brand this is one of the best organic and sustainable growth marketing strategies.
360 marketing is a marketing campaign that utilizes all available mediums, channels, and consumer touchpoints. 360 marketing requires the business to maintain a consistent presence across multiple online and offline channels. This ensures it does not miss potentially lucrative customer segments. By its very nature, 360 marketing describes any number of different marketing strategies. However, a broad and holistic marketing strategy should incorporate a website, SEO, PPC, email marketing, social media, public relations, in-store relations, and traditional forms of advertising such as television.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
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