In this book I distill the experience we have gained about "brand management" and I define the new conceptual model and methodological approach that characterizes my approach to the subject.
In this book I tell a story who none already knows!
EATALY is a highly successful company. But who invented the name at the time Oscar Farinetti still used to sell washing machines and refrigerators? And what was the project which the name Eataly was actually created for?
A book for those who believe that cities and places in general deserve a better branding. A more meaningful and effective activity than designing logos and promoting alluring landscapes.
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