eNewsletter – September 2017

eNewsletter – September 2017
Centigrade | Hot & Cool

WE UNLEASH UNLIMITED THINKING THAT DELIVERS MEASURABLE RESULTS.

Centigrade | Hot & Cool

SOCIAL MEDIA BOOSTS CONSUMER POWER…AND GIVES BRANDS A GREAT CHANNEL FOR DIALOGUE.

If you’re feeling hungry, a stroll down Bologna’s Via Pescherie Vecchie in the heart of the old city can be exquisite torture. Along the full length of a narrow pedestrian street, tier after tier of glorious, fresh fruit and vegetables are arrayed outside the many gourmet shops. Inside, you can see walls lined with aged Parma hams and towering piles of huge drum-like Parmesan cheeses.

The tourists admire and take photos, but it’s when a local steps in to negotiate that the street theatre really takes off. In a rapid torrent of Italian, she seems to be criticising the quality of the food (or perhaps the prices – it’s not easy to follow). The shopkeeper defends his reputation indignantly. The whole brouhaha rises to a climax…then subsides, with a deal struck and smiles all round. You, the onlooker, have been an important part of the scene. The shopper knew the shopkeeper would be motivated to give a good impression in front of an audience by making a concession. He knew that turning a complaint into a smile would bring more customers in…

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2017-12-14T14:29:53+00:00

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