{"id":3813,"date":"2026-07-22T10:12:46","date_gmt":"2026-07-22T08:12:46","guid":{"rendered":"https:\/\/www.elisadesimone.com\/?p=3813"},"modified":"2026-07-28T22:43:14","modified_gmt":"2026-07-28T20:43:14","slug":"communicate-business-during-air-change","status":"publish","type":"post","link":"https:\/\/www.elisadesimone.com\/en\/comunicare-impresa-durante-cambiamento-aerre\/","title":{"rendered":"Communicating a Business During Change | Aerre Case Study"},"content":{"rendered":"<section class=\"wp-block-group alignfull has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-fe5ce66d wp-block-group-is-layout-constrained\" style=\"border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-left-radius:0px;border-bottom-right-radius:0px;border-left-color:#7C6FE0;border-left-width:6px;background-color:#E8ECF4;padding-top:56px;padding-right:32px;padding-bottom:56px;padding-left:32px\">\n<p class=\"has-text-align-left has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1F3A5F;margin-bottom:8px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.114), 15px);font-style:normal;font-weight:600\">Method and Tools \u00b7 Communicating corporate change \u00b7 In-depth analysis<\/p>\n\n\n\n<h1 class=\"wp-block-heading has-text-align-left has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:0;margin-bottom:16px;font-size:clamp(27.894px, 1.743rem + ((1vw - 3.2px) * 2.285), 48px);font-style:normal;font-weight:700;line-height:1.15\">Communicating a company as it changes: the case of Aerre Partners<\/h1>\n\n\n\n<p class=\"has-text-align-left has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#475569;margin-top:0;margin-bottom:0;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.455), 18px);line-height:1.65\">When a company expands its services, structure, and ambitions, social media must make this evolution visible without losing the credibility built over time.<\/p>\n<\/section>\n\n\n\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-ca8d6547 wp-block-group-is-layout-constrained\" style=\"padding-top:8px;padding-right:0;padding-bottom:24px;padding-left:0\">\n<div class=\"wp-block-group has-border-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-72c676fc wp-block-group-is-layout-constrained\" style=\"border-color:#D7DEE8;border-width:1px;border-top-left-radius:14px;border-top-right-radius:14px;border-bottom-left-radius:14px;border-bottom-right-radius:14px;background-color:#F6F8FB;padding-top:28px;padding-right:28px;padding-bottom:28px;padding-left:28px\">\n<h2 class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:0;margin-bottom:8px;font-size:clamp(18.959px, 1.185rem + ((1vw - 3.2px) * 1.255), 30px);font-style:normal;font-weight:600;line-height:1.25\">In this article you will find<\/h2>\n\n\n\n<ul style=\"color:#1E293B;padding-left:22px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.75\" class=\"wp-block-list has-custom-font-size has-text-color has-inter-font-family\">\n<li>How to connect historical identity and new services.<\/li>\n\n\n\n<li>Why LinkedIn and Instagram require different features.<\/li>\n\n\n\n<li>What makes an editorial plan useful during a transformation.<\/li>\n\n\n\n<li>How content continuity supports positioning.<\/li>\n<\/ul>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group has-inter-font-family has-global-padding is-layout-constrained wp-container-core-group-is-layout-4f22772d wp-block-group-is-layout-constrained\" style=\"padding-top:24px;padding-right:0;padding-bottom:24px;padding-left:0\">\n<h2 id=\"sezione-uno\" class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-bottom:8px;font-size:clamp(23.043px, 1.44rem + ((1vw - 3.2px) * 1.7), 38px);font-style:normal;font-weight:700;line-height:1.2\">A specialized company that was expanding its perimeter<\/h2>\n\n\n\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.75\">A company undergoing transformation faces a very real communication challenge: it must communicate its transformation without losing the recognition it has built up to that point. New services, divisions, and objectives can easily become a series of disconnected announcements, especially on social media, where each piece of content risks becoming self-contained.<\/p>\n\n\n\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.75\">This is the context in which, between 2021 and 2022, I worked on communications for Aerre Partners. The company, which has specialized in finding designers and executive talent for fashion and luxury since 2004, was organizing its expertise into four business units and investing in digitalization. I oversaw the editorial plan, LinkedIn and Instagram content, and sponsorships.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote has-border-color has-text-color is-layout-flow wp-block-quote-is-layout-flow\" style=\"border-color:#7C6FE0;border-width:0 0 0 4px;color:#1A0F4E;margin-top:8px;margin-bottom:8px;padding-top:8px;padding-right:0;padding-bottom:8px;padding-left:24px\">\n<p class=\"has-custom-font-size has-playfair-display-font-family wp-block-paragraph\" style=\"font-size:clamp(15.747px, 0.984rem + ((1vw - 3.2px) * 0.938), 24px);font-style:italic;font-weight:400;line-height:1.45\">Communication had to show evolution without erasing the specialization built up over time.<\/p>\n<\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:16px;margin-bottom:8px;font-size:clamp(18.959px, 1.185rem + ((1vw - 3.2px) * 1.255), 30px);font-style:normal;font-weight:600;line-height:1.25\">Two channels, different functions<\/h3>\n\n\n\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.75\">LinkedIn needed to engage with businesses, professionals, and senior figures, highlighting services and vertical industry knowledge. Instagram required a more visual translation, closer to the imagery of fashion, creativity, and talent. The editorial plan addressed this difference: it established themes, priorities, and continuity, while sponsorships supported the selected content.<br><br>In an industry like this, words carry special weight. Discussing talent, creativity, designers, managers, or excellence without understanding the company&#039;s position risks producing elegant but interchangeable content. It&#039;s important to understand who selects whom and with what level of responsibility. Communication must reflect the quality of the professional relationships the company claims to be capable of building.<\/p>\n<\/section>\n\n\n\n<section class=\"wp-block-group has-inter-font-family has-global-padding is-layout-constrained wp-container-core-group-is-layout-4f22772d wp-block-group-is-layout-constrained\" style=\"padding-top:24px;padding-right:0;padding-bottom:24px;padding-left:0\">\n<h2 id=\"sezione-due\" class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:24px;margin-bottom:8px;font-size:clamp(23.043px, 1.44rem + ((1vw - 3.2px) * 1.7), 38px);font-style:normal;font-weight:700;line-height:1.2\">Editorial continuity during a transformation<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.75\">During a reorganization phase, social media doesn&#039;t replace corporate strategy. However, it can gradually make changes understandable by connecting the organization&#039;s history to new areas of focus. Two extremes must be avoided: continuing to communicate only the previous identity or presenting every change as a complete departure.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">During a reorganization phase, social media doesn&#039;t replace corporate strategy and can&#039;t convey what the company hasn&#039;t yet defined. However, it can gradually clarify changes by connecting the organization&#039;s history to new areas of focus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To do this, we must avoid two extremes. The first is to continue to communicate only the previous identity, leaving evolution invisible. The second is to present every innovation as a total break, dispersing trust, reputation, and memory.<\/p>\n\n\n\n<div class=\"wp-block-group has-border-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-d02469bb wp-block-group-is-layout-constrained\" style=\"border-color:#C5D0F5;border-width:1px;border-radius:16px;background-color:#F0F4FF;padding-top:24px;padding-right:24px;padding-bottom:24px;padding-left:24px\">\n<h3 class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:0;margin-bottom:8px;font-size:clamp(16.834px, 1.052rem + ((1vw - 3.2px) * 1.042), 26px);font-style:normal;font-weight:600;line-height:1.25\">The point of continuity<\/h3>\n\n\n\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;margin-top:0;margin-bottom:0;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\">In the case of Aerre Partners, it was the specialization in the Fashion System and Luxury Goods. Services were changing and expanding; knowledge of the sector, the pursuit of excellence, and the relationship between companies and talent remained central.<\/p>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">In the case of Aerre Partners, the point of continuity was the specialization in Fashion &amp; Luxury Goods. Services were changing and expanding; the pursuit of excellence, industry knowledge, and the relationship between companies and talent remained central.<br>Social media management always requires strategic reading skills. Writing a post means choosing which part of the company to make visible, to which audience, and in what sequence. Post after post, those choices either build a positioning or blur it.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Writing a post means choosing which part of the enterprise to make visible, to whom, and in what sequence.<\/p>\n<\/blockquote>\n\n\n\n<h2 id=\"sezione-due\" class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:24px;margin-bottom:8px;font-size:clamp(23.043px, 1.44rem + ((1vw - 3.2px) * 1.7), 38px);font-style:normal;font-weight:700;line-height:1.2\">From the first assignment to the new collaboration in 2024<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The collaboration continued in 2021 and 2022. In 2024, Aerre Partners chose me again, this time to develop 50yet&#039;s marketing, SEO, and content strategy. The continuity between the two roles demonstrates the shift from editorial management to broader strategic responsibility and, above all, the trust built through our work.<\/p>\n<\/section>\n\n\n\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-2dc1b74e wp-block-group-is-layout-constrained\" style=\"padding-top:32px;padding-right:0;padding-bottom:32px;padding-left:0\">\n<div class=\"wp-block-group has-border-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-d02469bb wp-block-group-is-layout-constrained\" style=\"border-color:#D7DEE8;border-width:1px;border-radius:16px;background-color:#FFFFFF;padding-top:24px;padding-right:24px;padding-bottom:24px;padding-left:24px\">\n<h2 class=\"wp-block-heading has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:0;margin-bottom:8px;font-size:clamp(18.959px, 1.185rem + ((1vw - 3.2px) * 1.255), 30px);font-style:normal;font-weight:600;line-height:1.25\">Sources and further information<\/h2>\n\n\n\n<ul style=\"color:#475569;padding-left:22px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\" class=\"wp-block-list has-custom-font-size has-text-color has-inter-font-family\">\n<li><a href=\"https:\/\/www.pambianconews.com\/2021\/10\/07\/aerre-partners-si-fa-in-quattro-326925\/\" target=\"_blank\" rel=\"noopener\">Pambianconews \u00b7 Aerre Partners goes all out<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/aerrepartners.com\/\" target=\"_blank\" rel=\"noopener\">Aerre Partners \u00b7 official website<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/50yet.com\/\" target=\"_blank\" rel=\"noopener\">50yet \u00b7 Senior Experts Network<\/a><\/li>\n<\/ul>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignwide has-border-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-581d2a20 wp-block-group-is-layout-constrained\" style=\"border-color:#C5D0F5;border-width:1px;border-radius:16px;background-color:#F0F4FF;padding-top:48px;padding-right:32px;padding-bottom:48px;padding-left:32px\">\n<p class=\"has-text-align-center has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#6256BC;margin-bottom:6px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.114), 15px);font-style:normal;font-weight:700\">Related case study<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-top:0;margin-bottom:12px;font-size:clamp(21.027px, 1.314rem + ((1vw - 3.2px) * 1.474), 34px);font-style:normal;font-weight:700;line-height:1.2\">Aerre Partners: social media and editorial plan<\/h2>\n\n\n\n<p class=\"has-text-align-center has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#475569;margin-top:0;margin-bottom:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.65\">Want to see the work in its most concise and planned form? The case study provides context, responsibilities, actions, and observable results.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-71375737 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-inter-font-family has-custom-font-size wp-element-button\" href=\"\/en\/case-study-aerre-partners-social-media\/\" style=\"border-radius:12px;color:#FFFFFF;background-color:#1F3A5F;padding-top:14px;padding-right:24px;padding-bottom:14px;padding-left:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);font-style:normal;font-weight:600;text-transform:none\">Read the case study<\/a><\/div>\n<\/div>\n<\/section>\n\n\n\n<section id=\"domande\" class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-ec31d38b wp-block-group-is-layout-constrained\" style=\"padding-top:40px;padding-right:0;padding-bottom:40px;padding-left:0\">\n<h2 class=\"wp-block-heading has-text-align-center has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#071A3D;margin-bottom:8px;font-size:clamp(23.043px, 1.44rem + ((1vw - 3.2px) * 1.7), 38px);font-style:normal;font-weight:700;line-height:1.2\">Final questions<\/h2>\n\n\n\n<p class=\"has-text-align-center has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#475569;margin-top:0;margin-bottom:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.65\">Four practical solutions to guide editorial work during a period of change.<\/p>\n\n\n\n<details class=\"wp-block-details has-border-color has-background has-inter-font-family is-layout-flow wp-block-details-is-layout-flow\" style=\"border-color:#D7DEE8;border-width:1px;border-radius:14px;background-color:#FFFFFF;margin-bottom:12px;padding-top:18px;padding-right:20px;padding-bottom:18px;padding-left:20px\"><summary>What is the purpose of an editorial plan during a reorganization?<\/summary>\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\">It connects historical identity, new services and priorities, preventing content from becoming a succession of directionless announcements.<\/p>\n<\/details>\n\n\n\n<details class=\"wp-block-details has-border-color has-background has-inter-font-family is-layout-flow wp-block-details-is-layout-flow\" style=\"border-color:#D7DEE8;border-width:1px;border-radius:14px;background-color:#FFFFFF;padding-top:18px;padding-right:20px;padding-bottom:18px;padding-left:20px\"><summary>Can LinkedIn and Instagram use the same content?<\/summary>\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\">They can start from the same themes, but they must adapt the language, format, and information hierarchy to the function of each channel.<\/p>\n<\/details>\n\n\n\n<details class=\"wp-block-details has-border-color has-background has-inter-font-family is-layout-flow wp-block-details-is-layout-flow\" style=\"border-color:#D7DEE8;border-width:1px;border-radius:14px;background-color:#FFFFFF;margin-bottom:12px;padding-top:18px;padding-right:20px;padding-bottom:18px;padding-left:20px\"><summary>What role do sponsorships play?<\/summary>\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\">They broaden the distribution of selected content and support priority messages. They work best when part of a coherent plan.<\/p>\n<\/details>\n\n\n\n<details class=\"wp-block-details has-border-color has-background has-inter-font-family is-layout-flow wp-block-details-is-layout-flow\" style=\"border-color:#D7DEE8;border-width:1px;border-radius:14px;background-color:#FFFFFF;padding-top:18px;padding-right:20px;padding-bottom:18px;padding-left:20px\"><summary>Does continuity mean publishing more?<\/summary>\n<p class=\"has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#1E293B;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);line-height:1.7\">No. It means linking publications to recognizable criteria, so that each piece of content contributes to the overall perception of the company.<\/p>\n<\/details>\n<\/section>\n\n\n\n<section class=\"wp-block-group alignwide has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-63f53436 wp-block-group-is-layout-constrained\" style=\"border-radius:16px;background-color:#071A3D;padding-top:48px;padding-right:32px;padding-bottom:48px;padding-left:32px\">\n<h2 class=\"wp-block-heading has-text-align-center has-custom-font-size has-text-color has-playfair-display-font-family\" style=\"color:#FFFFFF;margin-top:0;margin-bottom:12px;font-size:clamp(22.041px, 1.378rem + ((1vw - 3.2px) * 1.586), 36px);font-style:normal;font-weight:700;line-height:1.2\">Your work is evolving, but does your communication still reflect the previous version?<\/h2>\n\n\n\n<p class=\"has-text-align-center has-custom-font-size has-text-color has-inter-font-family wp-block-paragraph\" style=\"color:#D8D3F4;margin-top:0;margin-bottom:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.341), 17px);line-height:1.65\">In my consulting work, I analyze what the company wants to make visible, its target audiences, and the role of different channels. From there, I build an editorial structure capable of supporting its evolution without losing its identity and credibility.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-71375737 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-border-color has-inter-font-family has-custom-font-size wp-element-button\" href=\"\/en\/consulenza-strategica\/\" style=\"border-color:#D8D3F4;border-width:1px;border-radius:12px;color:#1F3A5F;background-color:#FFFFFF;padding-top:14px;padding-right:24px;padding-bottom:14px;padding-left:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);font-style:normal;font-weight:600;text-transform:none\">Discover the consultations<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-border-color has-inter-font-family has-custom-font-size wp-element-button\" href=\"\/en\/case-study-aerre-partners-social-media\/\" style=\"border-color:#D8D3F4;border-width:1px;border-radius:12px;color:#1F3A5F;background-color:#FFFFFF;padding-top:14px;padding-right:24px;padding-bottom:14px;padding-left:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);font-style:normal;font-weight:600;text-transform:none\">Read the case study<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-color has-background has-border-color has-inter-font-family has-custom-font-size wp-element-button\" href=\"\/en\/projects-and-transformations\/\" style=\"border-color:#D8D3F4;border-width:1px;border-radius:12px;color:#1F3A5F;background-color:#FFFFFF;padding-top:14px;padding-right:24px;padding-bottom:14px;padding-left:24px;font-size:clamp(14px, 0.875rem + ((1vw - 3.2px) * 0.227), 16px);font-style:normal;font-weight:600;text-transform:none\">Portfolio<\/a><\/div>\n<\/div>\n<\/section>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>In 2021, Aerre Partners was expanding its structure and services in the Fashion &amp; Luxury Goods sector. 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