Cooperative practices through storytelling: actors, relations, strategies.

The substantial changes currently affecting competition and value creation processes have led to a significant reassessment of the role of the brand (Collesei et al., 2001). Namely, from a “lovemark” (Roberts, 2005), understood as “something that is loved” in that it is the expression of precise inspirational values, the brand has evolved into a “wikibrand” (Moffit and Dover, 2012), i.e. “something in which one participates”, an incontrovertible sign of interaction/integration with the consumer, able to bring benefits in terms of distinctiveness, profitability, and the ability to develop innovation and generate memorable experiences (Pencarelli and Gregori, 2009).