A ‘Civic Brand’ is the civic function exercised by a brand, while ‘Brand Activism’ is defined as the attitude of some brands when it comes to taking a position on current political, ethical or social issues. In the first half…

Obtaining a certification is a commitment that must be valued. Including certifications in the communication strategy helps to increase market competitiveness and raise people’s awareness. In fact, it is important to make everyone, the consumer first and foremost, understand that…

The idea of establishing a reference for the measurement of units of magnitude has a long history. As early as the ancient Egyptians, for example, the “cubit” was identified as a unit of measurement (corresponding to the length of a…

Sustainability helps to create shared value. For this to happen, however, it must be translated into concrete practices, which in turn must be properly understood and known about in order to deliver the expected benefits. That doesn’t always happen. On…

1950s, Northern Italy, Canavese region. Extraordinary things happened here thanks to an equally extraordinary person: Adriano Olivetti (1901 – 1960). Entrepreneur, man of culture, politician, intellectual, publisher and urban planner. The company that bears his name was for many years…