Brand Action

Brand Action

2011 The book is available in bookstores and on hoepli.it. The text is a guide of how brands can move from being the villains to society changing heroes! The lens is on the practices that happen “backstage”. We are often used to evaluate brands on the basis of what...
Re-Brand

Re-Brand

2009 The book Re-Brand (How to wake up sleeping brands) investigates the nature sleeping brands, their charateristics and abilities. The analysis was done through the use of researches and company’s case histories, such as the ones dedicated to the Fiat 500, Bortolo...
Good Morning Mr. Brand

Good Morning Mr. Brand

2007 The first part of the book (MIND) traces the context of reference in which trademarks develop and how a trademark becomes a brand. The second part (BODY) brings us in the place of interaction between brands and their interlocutors. This is followed by a...
Managing Corporate & Brand Reputation

Managing Corporate & Brand Reputation

2004 This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding elusive answers to those questions troubling contemporary organizations, such as: how does an organization create a strong...
Comunicazione Pubblica

Comunicazione Pubblica

2002 The aim of this manual is to offer a knowledge tool of public communication. In every most advanced European administrative reality, communication has been transformed from an occasional strategic factor to managing what’s public. Specific dedicated internal...