I think that in Italy our biggest difficulty right now comes from our cultural background. We are resting on the glory of the past in many different areas. The post-war era was very successful, not only in our country but internationally, in terms of branding.

We have to understand what we have that others don’t have but with less arrogance and more respect for other countries.

If you don’t have a unique, coherent story as a brand, you can easily become schizophrenic. You behave differently every time and you lose authenticity.

So we identify the different types of target audiences and we find out who are the influencers for each one. Then we decide which are the values that we want to sell to these target audiences. In each country, we have to find Italians who live there and can help us create the right message for that context.