Solid roots and strong wings: how brands can reconnect with people

In today’s hyperconnected world, where technology facilitates all kinds of interactions yet makes it increasingly difficult to build authentic relationships, brands must reclaim the true meaning of “connecting,” argues Stefania Saviolo in The Power of Connection. The New Brand Strategy for Fashion, Beauty and Lifestyle Companies (EGEA, 2025, Foreword by Rachel Sanderson).

The book presents a new paradigm for contemporary branding: rediscovering one’s core identity (the roots) while developing adaptability and innovation (the wings) to forge meaningful bonds with customers, employees, stakeholders, and communities. Only by remaining true to their essence can brands navigate evolving markets without losing relevance or consistency.

The book introduces a framework called the “connected brand strategy process.” This model is built on five pillars: brand DNA (purpose, values, heritage), positioning (promise and differentiation), identity (style, retail, communication), customer experience (signature experience), and brand expansion (through line extensions and strategic partnerships). Each aspect is explored through real-world examples, with a specific focus on the fashion, luxury, beauty, and lifestyle sectors.

Among the book’s most compelling insights is the idea that human connection — now more than ever undermined by isolation and disintermediation — is the real strategic lever for companies. Building authentic communities, aligning brand and consumer values, and recognizing social capital as a strategic resource are essential for any brand seeking to remain relevant, attractive, and enduring. The focus thus shifts from mere “technological connection” to the creation of bonds rooted in trust, belonging, and shared purpose.

The book concludes with an exploration of four brand archetypes (authority, icon, lifestyle, and cult), showing how brands create symbolic value and become part of people’s lives.

The book is aimed at professionals and students in marketing and branding, especially in sectors with strong symbolic value. It is a precious resource for those looking to understand how to build a brand today that truly “belongs” in people’s lives, not just one that sells products.

• Publisher: Bocconi University Press
• Publication date: 2025
• ISBN/EAN: 9791280623430
• Pages: 176
• Format: Print, E-Pub, PDF

STEFANIA SAVIOLO is a lecturer in Competitive Strategy at SDA Bocconi School of Management, where she focuses on strategy and brand management. She founded and directed the Master in Fashion, Experience & Design Management (MAFED) and served as head of the Fashion & Luxury Knowledge Center at SDA Bocconi.