Technological innovations in communication and distribution of information have changed the way in which a relationship with clients is nurtured. Expectations of customers have grown considerably over time so companies have to work hard to attract them. In past companies were tried to reach out to a large number of people who could become potential customers using promotional messages, emails, calls, and that disturbed the everyday lives of people and they became saturated with such way of communication. As the clients were less and less interested in that kind of campaign, something had to be changed because to the companies clients must be first priority. For this reason, Inbound marketing has been developed, it actually creates articles with special tips that make the client's life simpler which attracts them. Since advertising has three functions, informing, reminding and persuasions, and the climate changes are highlighted on a daily basis, green brands are becoming more popular and appealing, and they are trying to create brand awareness, and conscience that companies are taking care of their people, not just themselves. Consumers are eager to connect with people and things that would gave them meaning to life. They want something that they can believe in, whether it is family, a set of values, or some passion that they can follow, that is called spirituality, the branding dimension that has become key point how we think about brand and consumer behavior.