CULTURE
The Museum at the Brand Festival in Jesi: when the Brand makes culture
15 March, 2019
The Fratelli Cozzi Museum will be at the Brand Festival in Jesi, thanks to the very welcome invitation of Paolo Iabichino, awarded as "Communicator of the Year".
In the age of mass communication, it is not difficult to spread your brand, but things get complicated when you want to emerge, transferring identity, history and values of your company. Many companies entrust the storytelling of their brand to local and international storytellers who base their strategy on the dynamics of small communities. Macro-territories and micro-territories merge, the global intertwines with the local. The important thing is to consider them and give them the right importance. Today there is no longer only "communication": there is the experience, the narration of people who integrate with the place where they live and contribute to outline the history of a business. The evolution of brand identity passes through all these elements and is enriched with new facets, increasingly indispensable. Creating a balance between personal branding, territorial brand and brand identity means creating a synergy between people, territory and businesses.
In Jesi we will have the opportunity to deepen the issues related to communication and marketing with the development of branding strategies, national and local.

Paul Iabichino

Winner of the Emanuele Pirella "Communicator of the Year" Award. In advertising since 1990, he invented and declined the concept of Invertising (which also became a book in 2010) to interact with a renewed advertising message. He teaches in various universities, writes on Wired Italia and holds courses and seminars on the transformations taking place in the world of communication. In 2014 he published Existential marketing. Consumers buy, individuals choose. In July 2017 he published, with Codice Edizioni, Scripta Volant - a new alphabet for writing (and reading) advertising today. For the two-year period 2018/2020 he was chosen by Alessandro Baricco's Holden School to be the Master of the Digital College dedicated to transmedia narration.
"The "Brand" is no longer an absolute value: it develops with unexpected elements and connects to factors such as the territory, businesses and the people who live in it.
Among the speakers of the Brand Festival we will meet with great pleasure Giuseppe Morici, already our guest during the Corporate Culture Week.

Giuseppe Morici

Giuseppe Morici, 49 years old, Umbrian, married with three children, is currently CEO of Bolton Food. Graduated in Political Science at LUISS, after a Master in Marketing, he started his professional experience in Procter & Gamble, in marketing. He then worked in strategic consulting at Monitor Group, the consulting firm founded by Michael Porter, before moving to Bolton, as General Manager of Bolton Alimentari. Before returning to Bolton in 2018, Giuseppe worked for almost ten years at Barilla, as General Manager of the Bakery Division, then as Chief Marketing Officer and lastly as President of the Europe Region. Giuseppe has published two books for Feltrinelli: Making marketing while remaining good people. Ethics and poetics of the most discussed profession in the world in 2014 and Making managers while remaining good people. Instructions to avoid the end of the world (and companies) in 2018.