Introduction

Thank you very much for being here.

I'm Diana Piamaricera. I'm a marketer.

So it will be less tech and more branding and marketing. And this is the last talk and it's more theoretical.

Overview of the Talk

But I will also show an example of something that I did with a tool that is called Lovable. I don't know how many of you already know it or have used it.

Focus on Lovable

but I will also be analyze like the market and the branding of of lovable, which I think it's very interesting today and I will start by this very inspiring Quote it's on the website of lovable Main competitor, but I find it interesting and it's the fact that it's the first time in history that anyone can build software because we have been using generative AI a lot, but to me like the real change nowadays for professional and for our personal life as well, it's the fact that we can actually build software without any tech skill and it's what actually Lovable can help us to do.

And for the context talking about AI, I found this presentation of NVIDIA founder and CEO very interesting because it gives us a bit of the perspective of how AI is developing and we are supposed to be around here, so between generative AI and agentic AI, but the future will also give us more perspective on physical AI, so our robot will engage with us. in the future.

Someone might be already working on robots, not me, but me, I'm there. But we can talk about later where you are.

And I mean, in general, for marketeers, but all of us having to do a lot with LinkedIn, probably, what generative AI is doing is that we make a lot of content with AI, and then we have a lot of engagement from AI.

So, I mean, it can be a KPI, but maybe not.

So what I think that will be a bit of a shift in the mindset of marketers, but like on professional in general and how we engage with planning, marketing and branding, it's to move from campaigns to systems.

then move to from automation to augmentation so it's also the optimistic way of seeing how ai has to do so it will not like just eliminate all the jobs in the planet but it will augment our capacity as professional and also we can move from personal branding and do all this content that it's interesting but it's a bit like flexing too much in my opinion to more like community building so exchanging like what we have learned what we will

what we can do with AI because if everyone is learning, but if we share our learnings, I think it's much better and also important on a brand perspective to, especially in tech system, like to connect with your community as what we are today.

And I'll try to keep it simple because I know the networking, it's a very important part and also the pizza.

Theoretical Foundations in Marketing

And so in general, to wrap up this very first theoretical part, I think that marketing has been a lot about control, especially in branding, and no one was able to download logo and modify logos, but now it's becoming more and more about co-creation.

From Control to Co-Creation

So co-creation with AI, but also co-creations with communities like the Mindstorm communities or the lovable community.

So I already mentioned some of you know lovable. I don't know how many of you know lovable and have used lovable so far. I just discovered it a few months ago, but started to use it one month ago.

The Role of Community Engagement

And I think it's a good example of how they turn co-creation how 1co-creation can turn products into movements.

And they started, I mean, to me, it's a great name, I mean, to call your product and your company lovable. It's a great idea to then do a rebranding and just move the heart a little bit to make an L. I don't know if you have noticed it, but I find it very interesting.

And also to move, this was the landing page of Lovable a few months ago. So you have, I don't know if you can read it, but you have templates, career, news, docs, and ideas to apps in second.

The company was born in Stockholm like seven, 10 months ago. It's like a very new company.

And they just like completely changed, I mean, to me, completely changed the positioning into building something lovable. And the community, you see, it's much more present as well as Shipped, which is like their way of sharing all the website and all the product that has been developed

Unlovable and they find it really interesting.

Lovable's Evolution and Strategy

They also, the co-creation, I think it's very important because they launched the collaboration like two months ago. So Unlovable, a lot of people are building, like solo entrepreneurs are building this like billions and millions revenues very quickly, but they want to focus also on collaboration, so on co-creation, and for them it's a revenue stream.

You have to pay to collaborate, but a few days or weeks ago, they decided to let collaboration for free. So they lost a lot of money immediately.

But on the other side, they were probably able in the future to generate more engagement with their community and also that everyone can collaborate and feel it as a more useful product probably so they also always try to help users to for example this is an email i received like to get your first 100 users they have a discord social community they help you with twitter they help you with

Co-Creation Initiatives

um engaging a bit with uh with everything they also gave all the credits for free for one weekend and this is a tweet from open ai startup director in europe and she was literally working on lovable with her daughters during the weekend of course it's because she works at open ai and they partner with open ai but also with anthropic and Gemini, and I think it was a very interesting way of co-creating with community as they have been registering more than 250,000 new apps in 48 hours.

And I was also looking on Google Trends how the category of vibe coding has been developing, how their competitors, Bolt AI, has been developing, and AI coding in general and you see lovable, it's the one that it's growing the most. So I guess this strategy so far it's working for them.

Personal Branding Experiment

Just to close a little experiment that I've been working on. So basically I've been working on branding and brand building in the past 10 months with very expensive workshop for big brands and I wanted to make my own framework and more like democratize a bit the brand building project that I'm working on.

and so I thought like what's the most or maybe I don't know if you agree one of the most powerful brands in the world I think it's made in Italy I'm Italian so I create like this acronym AMACOSA which every word it's like every letter it's like the acronym of seven things that I think we need to take care when we Every letter is an important part of the brand positioning.

Framework Development

So you start from ambition, you start with your why, you then move to the market, the audience, et cetera, et cetera. And it's built on lovable.

So basically I did like a landing page, which I mean, it's nice, but it's all built very quickly with AI after my experiments on paper. So you see like what every letter means.

And then you can try it. You can try it and I think it's more interesting to create a form or a different kind of workshop online.

It's very easy.

So for every letter, for every step of this brand building journey, you have one expert, which is not me because I don't consider myself an expert. But there is, for example, Simon Sinek. It's very famous for its book, Start With Why. So we start with him, with the ambition, with the why.

You just need to write something here. We'll not put everything, but you can try it whenever you want.

Then we have the market, your space, what forces are shaping your space. So you have the trends, the tension, and the shift. For each of them, you can insert your information.

Another expert, more information, the category. Another Italian reference, Don Vito Cordeone from The Godfather. I don't know if you know it, but worth adding it. It's very famous.

Charles Bukowski. And then there is like the very, for startup especially, very important thing, which is the activation.

So you can like start building, start thinking, but then you have to put a launch date. You have to decide where you want to put your efforts.

and Sheryl Sandberg, she's very famous from the very early days of Facebook, when it was called Facebook, now Meta.

Collaborating with Experts

And so at the end you can just collaborate with the seven experts and download your experiment on this Canva of brand building. So that was a bit of something that I build with Lovable and I find like creating all this process very interesting.

I tried to create a love brand as well. I think Amakose, it's a nice name, but it was mainly an experiment for me.

And I don't know, I think it's something that it's really changing the way we work. It's empowering us as professionals.

It's the next step in the pipeline of AI.

Conclusion and Final Thoughts

So it's more than generative AI, it's building actual software and i think that's it so just my little closing point to encourage you to build something lovable maybe with the not the my school but the middle school so happy to discuss even after during the networking what's your experience with the branding part and less tech and more maybe marketing topics.

Encouragement to Act

Thank you very much.

Questions

I don't know if you have questions.