In the recent years companies are experiencing transformations at an incredible pace, so changes are proposed in terms of processes and best practices. The problem is that, after implementation, many of the proposed changes have their original intent twisted, and by extend their value proposition. This is why quite often such changes do not get any close to the expectations of the Client, thus at the end of these projects brands achieve much lesser results.

In his topic "A new Marketing for a new Market", Adriano proposes a reflection on the business life cycle, putting into modern context those classic Marketing models, and explaining how to achieve a Value Proposition that is suited to the demands and challenges of this new market, increasingly dynamic and highly competitive.