Written by Enrico Della Casa

Wellness: is it time to renew communication?

The continuous research and experimentation of new formats, visual styles and tones to differentiate.

 

 

Black stones on a woman’s body. A green leaf. The drop falling into water creating concentric circles. And little more.

When I recently started working on brand strategy and communication in the wellness sector, I realized that messages in this sector are almost always confined to the usual content associated with an idea of wellness. And so I began to ask myself questions: is there a lack of content or a lack of courage? Or perhaps, is there a fear of not being understood?

The convention and familiarity of using traditional evocative imagery has certainly led many practitioners to define a standardized and to some extent ‘comfortable’ approach. An approach that has been welcomed by many segments of the public, who have continued to appreciate the usual metaphors devoted to wellness.

To be sure, the adoption of new content, styles or ways of communicating can lead to uncertainties about their effectiveness in achieving certain goals: hence the concerns that innovating may drive audiences away rather than attract them.

But the risk is inherent in the very concept of innovation just as the pay-off is exponentially rewarding.

Beyond what the reasons might be, the chronic use of communication clichés risks leading to a paralysis of language and creativity, resulting in a flattening of ideas and content. Not only that, because it could also mean the loss of opportunities for brand worlds and operators who begin to introduce new technologies and methodologies related to physical and mental wellness into their wellness offerings, giving up the chance to convey them properly.

But is ‘innovating’ in communication possible? Of course. Innovation in communication is a physiological, continuous and dynamic process involving the adoption of new strategies, approaches and tools to reach and engage audiences effectively.

There are many ways through which it is possible to innovate today: for example, one can take advantage of emerging technologies, define interactive or personalized content through the previous study of data and analysis, or one can use diverse platforms and channels to tell authentic and engaging stories. Finally, last but not least-surely the theme most dear to me-the continuous search for and experimentation with new formats, visual styles and tones to differentiate.

 

I have had the good fortune, during my professional career, to represent Italian excellence at an international level dealing with brand positioning and development. I have always tried to strategically apply a transversal approach dictated by experiences gained over time in various sectors and markets, but also, and above all, the child of an infinite personal curiosity that has led me, and still leads me, to the continuous search for new trends spanning various fields such as fashion, architecture, design, art, music and much more. The goal? Very simple. To generate so-called out of the box content that causes the brand to emerge, continuously differentiating itself.

Those involved in communication must be able to address an audience and clientele of today but also of tomorrow. In fact, the new generations-particularly the ‘digital’ ones-use communication paradigms quite different from the ‘classic’ ones and, above all, they identify with dynamic, innovative and interactive content that can make their experience unique and authentic.

They will, in all likelihood and in a short time, dictate the change: they are not satisfied with seeing the usual content, rather they need to be stimulated continuously.

In conclusion, I believe that the continuous process of innovation in the world of wellness communication (as well as in other sectors) will be inevitable: it will not be able to disregard creativity and the continuous ability to generate emotions, and it will necessarily, and continuously, have to create and diversify increasingly engaging experiences.

The brands that dare the most will, in my opinion, be rewarded as they will be able to emerge, stand out and evolve more than their competitors.

 

 

 

 

 

Enrico Della Casa

Enrico Della Casa is a seasoned executive and entrepreneur with extensive international experience in the fields of branding and communication, spanning diverse sectors and industries. His professional journey commenced as an executive for prestigious luxury brands like Asprey-Garrard, Riva-Yacht, and Ferrari, where he served markets across Europe and the Americas for over a decade.

Subsequently, Enrico embarked on a successful venture, overseeing the development of high-end single-family residential properties on a global scale through private companies. His career also includes executive roles and partnership responsibilities for branding and communication in various startups. These startups operated within the realms of energy transition, electromobility, hospitality, and wellness, all under the umbrella of a family-owned office in Boston, MA.

In recognition of his outstanding contributions, Enrico and his business partners received the esteemed title of Best Spa and Wellness Offering in the Americas at the prestigious World Spa and Wellness Awards in London in 2021. Furthermore, Enrico has been appointed as a member of the advisory board of the Gharieni Group, a leading German manufacturer of wellness technology equipment.

In addition to these roles, Enrico is a partner in a branding and communication agency based in Italy. He holds a degree in Political Science from the University of Bologna. His unwavering passion for global design, architecture, technology, and innovation is unmistakably evident in his dynamic lifestyle, which spans three incredibly diverse nations: Mongolia, Italy, and the United States.