Alitalia: new brand, old style

Have you already seen the new Alitalia brand? Made of Italy. Yes. And the new re-branding campaign?

The beginning of a new journey. They say.

The new look is chic, stylish and sooooo Italian (sorry, multiple “o” are mine), someone else writes.

Italy is the embodiment of beauty, warmth, passion, hospitality and a way of life. It is an undisputed leader of style and innovative design. The Alitalia of today, as a national symbol, is imbued with the finest qualities for which this country is famous.  Said Cramer Ball, Alitalia CEO.

Alitalia hopes to present the best of Italy and the importance the country enjoys on the world stage”, still the CEO.

Continue reading “Alitalia: new brand, old style”

Presenting Marketing to M&A experts

My next conference as a speaker (8th Merger Integration Management Forum, 17-18 March, Amsterdam) is approaching and I am dedicating some time today for preparation. Also had a great call to understand the audience. Well, this time will be different: still a marketing-focused presentation, but different audience, different cut, different expectations.

In fact, it’s my first non-marketing conference. Where I will introduce a marketing subject (how to set up properly branding and communication strategy in post-acquisitions and how acquisition performances can be affected by a poor marketing strategy) to a non-marketing audience. I will need some good luck – and a good preparation. Conference site is here.

(Featured image by Brand Quarterly)

Content Marketing Strategy

The new content and social marketing strategy is ready. It ill change the face of one of the four business units of the company I work for. We are transforming a traditional marketing model to a new, modern, content-focused model.

Social, content and PR will be integrated. Jason Miller wrote on his book:

The most innovative, forward-thinking companies have merged social, content and PR. By doing so, they can capitalize on the synergies between these three

I am in Boston to present the new plan. It will simplify the current process. It will introduce elements of uniqueness, like the BU editorial board and the BU editorial calendar. It will integrate content, social media and PR. It will link dashboards and analytic. I am in contact with experts like NewsCred and Contently to understand how to improve the process.

At the same time, I am received new invitations as a speaker of Global Marketing Conferences. The last one is the Energy Branding Conference. It will take place in Iceland at the end of 2016. It’s the first world conference focused on marketing for the Energy sector. And it’s a wonderful location. I am pleased to be part of the speaker pool.

So, ready to spend an inspiring weekend. Preparing the workshops and all presentations for next week. And writing posts documenting the content marketing project.

Writing is the best medicine.


Just published a first article on LinkedIn Pulse – a replica of the one published in July by Brand Quarterly and a way to support my coming speech at Brand2Global Conference.

In the meanwhile focusing on Content Marketing, Social Media and PR integration, which represents my next project. Well, more to come!

2015 Brand2Global London

Just got final confirmation for my participation as speaker at the Brand2Global Marketing Conference. It will take place here in London, at the end of Sept 2015. There will be lots of coverage from marketing and branding-related media. Including Brand Quarterly, which I am currently cooperating with.

Speakers from these companies have confirmed:

Topics I plan to cover:

  • Mergers & Acquisitions (as seen from a marketing/branding perspective)
  • Global Branding & Marketing
  • Managing global integration and local responsiveness
  • Global integrated marketing communications strategy
  • Cross-cultural marketing strategies

More details soon – on this blog.