futurebrand - made in italy - travelnext - francesca melli - aprile 2014
DESCRIPTION
travelNEXT 3 aprile 2014, a Trento http://www.travelnext.eu FutureBrand Il valore strategico del Made In FutureBrand è la più importante organizzazione internazionale per l’analisi del valore, della reputazione, dell’importanza dei ‘brand paese’. A travelNEXT presenta un recentissimo studio sul valore del territorio e del suo ‘made in’; una vera miniera di informazioni, utili a comprendere il mercato che cambia e a sfruttarne tutte le opportunità Speaker: Francesca MelliTRANSCRIPT
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Subtitle and date Georgia Italic 12/14pt – Black
Line spacing:
text size + 2pt
Paragraph spacing: ½ of type size
Title Heading Arial 24/26pt – Black Made In Italy
Che cosa significa “prodotto in Italia” per il pubblico mondiale? Travel NEXT Trento, 3 Aprile 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 2
“Il vostro talento è uno straordinario senso della qualità, una sorta di istinto unico al mondo, quasi esistesse un diritto a rendere la bellezza accessibile a tutti” Vandana Shiva Ecologista e attivista, scienziata e filosofa
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
3
Oggi
1. Il nostro obiettivo e come nasce il ‘Made in Italy’ 2. Il Brand Italia, tensioni, associazioni
e stereotipi
3. Il Brand Italia: gli aspetti legali, le associazioni, la storia
4. Il Brand Italia: la reputazione
5. Il futuro
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
4
1. Il nostro obiettivo
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
5
Condividere ciò che sappiamo su quanto e come l’italianità è considerata nel mondo e le opportunità che ne derivano.
Il nostro obiettivo
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
6
COUNTRY BRAND INDEX il report
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
7
Che cos’è il Country Brand Index
In quasi dieci anni, il CBI è diventato il più autorevole studio sui Paesi presi in esame come fossero brand. Ne misura e valuta la percezione globale in base a parametri quali: notorietà, familiarità, preferenza, considerazione, capacità di farsi raccomandare, intenzione di viaggio e di investimento.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
8
Quali sono i fattori che rendono forte un Brand Paese?
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 9
CBI 2012 – 2013 i primi 25 Brand Paese
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 10
ITALY CBI rankings
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 11
Brand Italy’s strongest CBI scores
1 1 1 3 11 13
Food History Art and Culture Attractions Natural Beauty Resort & Lodging
Cibo Storia Arte e Cultura Attrazioni Bellezze naturali Strutture di accoglienza
I punteggi più alti dell’Italia nella classifica del CBI
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 12
Brand Italy’s weakest CBI scores
Opportunità di lavoro Clima favorevole agli investimenti Attenzione all’ambiente Sicurezza Buon rapporto qualità/prezzo Autenticità
I punteggi più bassi dell’Italia nella classifica del CBI
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28
33
35
38
39
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
13
‘Made In’ report
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 14
Che cos’è il Made In?
Il report ‘Made In’ è lo studio più completo e attuale sui Paesi di Origine e sul Country Branding applicato alla rilevanza che questi determinano sulle preferenze e sulla decisione di acquisto di prodotti da parte dei consumatori.
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 15
What makes a strong ‘Made In” brand?
Expertise
Authenticity
Qualitystandards
Country Brand
Management
AcrossCategories
LegalProtection
RepresentativeBrands
ConsumerAwareness
Che cosa rende forte un brand “Made In”?
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 16
I fattori chiave
L’origine è molto importante per i consumatori ‘Paese di Origine’, ‘Paese di Progettazione’ e ‘Paese di Produzione’ occupano rispettivamente la 2°, 3° 4° posizione tra i fattori chiave che determinano la scelta dei consumatori.
Il Paese di Origine è un driver fondamentale nella scelta dei consumatori.
La definizione di Paese di Origine si va facendo sempre più precisa. Oggi, un’azienda deve trovarsi fisicamente in un Paese; il design e i brevetti devono provenire effettivamente dal talento di un Paese; il brand deve avere la produzione o parte di essa nel Paese di Origine.
I Paesi di Origine più forti sono ben chiari nella mente dei consumatori.
La reputazione di un Paese di Origine è più forte quando questo eccelle in più categorie.
La forza di un Brand Paese non si traduce in forza come Paese di Origine.
I brand di successo contribuiscono a rafforzare la percezione di paese di Origine.
1
2
3
4
5
6
7
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 17
ITALY in ‘Made In’ report I PRIMI 20 PAESI D’ORIGINE
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Le posizioni in classifica dell’ITALIA
18
‘Made In’
# 5
# 15
CBI 2013
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 19
L’ITALIA…
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 20
Genialità dei designer, stilisti e artigiani italiani unita
alla coraggiosa capacità di visione degli imprenditori.
Arte: dal Classicismo al Futurismo
Italian lifestyle (cibo, cerimonie,
relazioni, paesaggio)
Le origini del Made in Italy Il modello del Made in Italy è basato sulla stretta interdipendenza di 3 fattori
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Body text Arial 20/22pt – Black
Paragraph spacing:
½ of type size
Graphics, images, charts, tables and their captions and
descriptors can be sized as required within the layout box
area and the guides indicated.
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing 21
Genialità
Convivialità Eleganza
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Body text Arial 20/22pt – Black
Paragraph spacing:
½ of type size
Graphics, images, charts, tables and their captions and
descriptors can be sized as required within the layout box
area and the guides indicated.
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing 22
Genialità Convivialità Eleganza
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 23
ITALY’s performance in categories
RANK
1
2
3
4
5
6
7
8
9
10
FINALRANK
FOOD &DRINKS
PERSONAL CARE& BEAUTY AUTOMOTIVE EL. GOODS FASHION LUXURY
USA
FRANCE
GERMANY
JAPAN
ITALY
UK
SWITZERLAND
SWEDEN
CHINA
S. KOREA
FRANCE
ITALY
SPAIN
USA
JAPAN
GERMANY
UK
SWITZERLAND
TURKEY
BELGIUM
USA
FRANCE
SWITZERLAND
UK
GERMANY
JAPAN
ITALY
AUSTRALIA
SWEDEN
THAILAND
GERMANY
JAPAN
USA
ITALY
UK
FRANCE
SWEDEN
S. KOREA
CHINA
INDIA
JAPAN
USA
GERMANY
S. KOREA
CHINA
SWEDEN
FINLAND
CANADA
TAIWAN
ITALY
USA
ITALY
FRANCE
UK
JAPAN
SWEDEN
SPAIN
GERMANY
TURKEY
CHINA
SWITZERLAND
FRANCE
ITALY
UK
USA
JAPAN
GERMANY
BELGIUM
SWEDEN
SPAIN
Rank Country Food & Beverage
Personal Care & Beauty
Automotive Electronic goods
Fashion Luxury
La classifica dell’Italia nelle diverse categorie
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
24
Moda
La frequenza con cui i consumatori cercano l’etichetta Made in Italy nella moda - 47% Per la moda, il design, la produzione e l’origine sono considerati i più importanti driver della scelta.
Italia #2
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 25: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/25.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 25
Quali sono i brand della moda italiani più forti?
![Page 26: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/26.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
26
Lusso
La frequenza con cui i consumatori cercano l’etichetta Made in Italy nel Lusso - 66% Per il lusso, il design, la produzione e l’origine sono considerati i più importanti driver della scelta – quanto più un prodotto è costoso, tanto più il ‘Made In’ è importante
Italia #3
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 27: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/27.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 27
Quali sono i brand del lusso italiani più forti?
![Page 28: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/28.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
28
Personal Care & Beauty
La frequenza con cui i consumatori cercano l’etichetta Made in Italy nel Personal Care and Beauty – 38%
Italia #7
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 29: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/29.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 29
Quali sono i brand del Personal Care & Beauty italiani più forti?
![Page 30: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/30.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
30
Automotive
La frequenza con cui i consumatori cercano il Made in Italy nell’Automotive – 66% Il ‘Made In’ è il fattore di scelta più importante nel settore automobilistico.
Italia #4
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 31: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/31.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 31
Quali sono i brand del settore automobilistico italiano più forti?
![Page 32: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/32.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
32
Food & Beverage
La frequenza con cui i consumatori cercano il Made in Italy nel Food & Beverage – 55% Per il Food & Beverage il ‘Made In’ è un indicatore di qualità, sicurezza e autenticità.
Italia #2
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 33: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/33.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 33
Quali sono i brand del settore Food & Beverage italiano più forti?
![Page 34: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/34.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 34
Elettronica & Entertainment
La frequenza con cui i consumatori cercano il Made in Italy nei beni elettronici di largo consumo e nell’entertainment – 44% Per i beni elettronici di largo consumo e l’entertainment il ‘Made In’ è connesso all’innovazione, alla tecnologia evoluta e all’expertise.
Italia #10
![Page 35: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/35.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Britain | February 2014 | © FutureBrand 2014 35
Media & Entertainment
![Page 36: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/36.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Calcio
Document title | X February 2014 | © FutureBrand 2014 36
Altri sport
![Page 37: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/37.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
I competitor nel ‘Made In’
Document title | X February 2014 | © FutureBrand 2014 37
Moda
Lusso
Automotive
Food & Beverage
Personal Care & Beauty
Electronic goods
![Page 38: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/38.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 38
![Page 39: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/39.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
39
2. Brand Italy: tensions, associations and stereotypes
Made In Italy |Aprile2014 | © FutureBrand 2014
2. Il Brand Italia: tensioni, associazioni e stereotipi
![Page 40: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/40.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Come se la cava il Brand Italia?
Un buon Brand Paese (ma perde posizioni)
Forti associazioni e attributi (estremi buoni&cattivi)
Forte iconografia
Forti associazioni ‘locali’ e ‘regionali’ (Milano, Toscana, etc)
Brand forti in più categorie
40 Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Associazioni
Stereotipiche Condivisione, apertura
41
Archetipiche
La famiglia
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 42: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/42.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Associazioni
Stereotipiche
La dolce vita
42
Archetipiche
Bellezza
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 43: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/43.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Associazioni
Stereotipiche
Genialità
43
Archetipiche
Genio
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 44: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/44.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Un ottimo esempio di archetipi e stereotipi italiani
44 Made In Italy |Aprile2014 | © FutureBrand 2014
http://video.corriere.it/famiglia-italiana-regalo-spot-fiat-500l-usa/6182be86-ff4d-11e2-a99f-83b0f6990348
http://www.youtube.com/watch?v=l2KFMD5xZVE
![Page 45: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/45.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Body text Arial 20/22pt – Black
Paragraph spacing:
½ of type size
Graphics, images, charts, tables and their captions and
descriptors can be sized as required within the layout box
area and the guides indicated.
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing
Italianità tensione 1
45
Storico Contemporaneo
Avanguardia Potenza Classico- iconico
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 46: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/46.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Body text Arial 20/22pt – Black
Paragraph spacing:
½ of type size
Graphics, images, charts, tables and their captions and
descriptors can be sized as required within the layout box
area and the guides indicated.
Running Heading Arial 20/22pt – Black
Footer Georgia Italic 8pt – Black
Single line spacing
Italianità tensione 2
46
Fantasia Realtà
Sirena femminile Opulenza Surrealismo
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 47: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/47.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
47
I codici dell’italianità
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 48 Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 49
Nella maestà della splendida geografia e architettura italiana esiste un livello di classicismo elegante e sottile. Prende corpo dal romanticismo di Venezia, dall’azzurro di Capri, dalla bellezza di Firenze e al cuore appassionato di Roma.
CLASSICO – ICONICO (residuale)
![Page 50: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/50.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 50
Emerge dall’avvolgente sensualità di Napoli e della Sicilia e dalle sirene cinematografiche quali Sophia Loren e Gina Lollobrigida, che incarnano la vera vamp, la loro bellezza viscerale è eterna ed è diventata sinonimo di femminilità e stile.
SIRENA FEMMINILE (residuale)
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 51
Si ispira all’archetipo androgino degli anni ’80, definito per la prima volta dalle creazioni di Giorgio Armani. È al contempo una celebrazione del potenza del design, il cui esempio più significativo è la Ferrari, l’automobile potente per eccellenza.
POTENZA (dominante)
![Page 52: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/52.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 52
La tensione quotidiana tra la mondanità e la dimensione magica dell’intimità. È la spinta a rendere straordinario l’ordinario. È una forma estetica riconosciuta nella cultura del design italiano, dai mobili, alla moda, ai film.
SURREALISMO (dominante)
![Page 53: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/53.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 53
L’opulenza: un’estetica dello stile profondamente e indubbiamente italiana. È dove il sublime incontra l’estremo, dove il codice linguistico della stravaganza diventa la misura di come una cosa è definita. È dove le possibilità sono veramente illimitate.
OPULENZA (dominante)
![Page 54: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/54.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 54
Un movimento del design italiano che abbraccia e combina l’estetica del mondo dell’arredamento, della moda e dei prodotti. Guidata dagli iconoclasti del design, l’avanguardia indirizza lo stile e il gusto della massa e definisce gli scenari futuri.
AVANGUARDIA (emergente)
![Page 55: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/55.jpg)
“Non offriamo ogge- di cui la gente ha fondamentalmente bisogno, offriamo cose che rispondono a un desiderio, a un sogno” Alberto Alessi
![Page 56: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/56.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
56
3. Brand Italia: gli aspetti legali, le associazioni, la storia.
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
57
In che modo il Made in Italy rende più forti le marche italiane?
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Autenticamente italiani
58
Legale La storia Sembra italiano Associativo
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Sembra italiano, ma non lo è
59
Una categoria che utilizza nomi, riferimenti, immagini e segni che evocano l’Italia, ma promuovono la commercializzazione di prodotti non italiani, questo fenomeno sta acquisendo quote di mercato a scapito dei brand originali, causando importanti danni alle aziende italiane. A livello globale e solo nel settore agricolo, nel 2013 il fatturato dei prodotti finto-italiani è stato stimato in 54 miliardi di euro, il doppio delle esportazioni italiane in questo settore. Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Autenticamente italiano
60
L’Italia non possiede un marchio legale per i brand “Made in Italy” come invece altri Paesi europei. Un marchio legale “Made in Italy” rafforzerebbe la percezione dei prodotti italiani sia nel Paese sia all’estero. Sempre più consumatori desiderano acquistare prodotti della cui origine sono certi, per supportare il design, le competenze e l’artigianato locali
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Document title | X February 2014 | © FutureBrand 2014 61
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L’industria della cultura italiana è responsabile del 5,4% del benessere prodo@o dal Paese, pari a 75,5 miliardi di euro e dà lavoro al 5,7% del totale dei lavoratori italiani. Se consideriamo tu@e le area interessate dalla cultura, come per esempio il turismo legato alle ci@à d’arte, il valore aggiunto prodo@o dalla cultura passa dal 5,4 al 15,3% del totale dell’economia nazionale.
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I produttori italiani di abbigliamento e accessori di lusso hanno registrato buoni risultati, spinti dall’esplosione della domanda dei nuovi ricchi dei Paesi emergenti. Invece, i produttori di tessuti e abbigliamento a buon mercato hanno sofferto: in generale, la produzione dell’industria tessile italiana è calata del 35%. La produzione di materiali elettrici è calata più o meno nello stesso modo e il settore automobilistico è sotto del 45%.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0 “
Il sistema agricolo-alimentare è una delle colonne portanti del successo del Made in Italy. Lo scorso anno, questo settore è riuscito a tenere alta la bandiera del “Made in Italy” nonostante la difficile situazione economica e continua a crescere in termini di esportazioni. Nel 2013, il gettito totale del settore agricolo-alimentare italiano è stato di circa 130 miliardi di euro, quasi il 10% del PIL, secondo solo all’industria meccanica.
![Page 65: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/65.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
I marchi che promuovono il turismo in Italia
65 Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
I marchi che promuovono il turismo in Italia
66 Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
I marchi che promuovono il turismo in Italia
67 Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Made In Italy |Aprile2014 | © FutureBrand 2014 68
4. Conclusioni: le principali evidenze
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusioni
69
Il Brand Italia lavora bene quando c’è una storia di autenticità costruita sull’artigianato, la storia, la qualità e lo stile.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusioni
70
L’Italia si esprime al meglio ogni volta che rinnova le tre dimensioni del Made in Italy, offrendo eccellenza quotidiana. Oggi, la premiumness è universalmente considerata un fattore cruciale nella vita degli individui e l’Italia ha l’opportunità di sviluppare un’offerta molto ampia in questo settore, unitamente a proposte nel campo del lusso.
Il Brand Italy lavora bene quando c’è una storia di autenticità costruita sull’artigianato, la storia, la qualità e lo stile.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusion
71
L’Italia si esprime al meglio ogni volta che rinnova le tre dimensioni del Made in Italy, offrendo eccellenza quotidiana. Oggi, la premiumness è universalmente considerata un fattore assai importante nella vita degli individui e l’Italia ha l’opportunità di sviluppare un’offerta molto ampia in questo settore, unitamente a proposte nel campo del lusso.
Il Brand Italy lavora bene quando c’è una storia di autenticità costruita sull’artigianato, la storia, la qualità e lo stile.
Il Brand Italia è ancora più forte quando è legato al cibo e alle bevande, al design e alla moda.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusion
72
Il Brand Italy lavora bene quando c’è una storia di autenticità costruita sull’artigianato, la storia, la qualità e lo stile.
Il Brand Italia è ancora più forte quando è legato al cibo e alle bevande, al design e alla moda.
L’Italia deve riscoprire e riaffermare l’idea che la bellezza le appartiene e fa parte integrante della sua essenza. La bellezza come esperienza quotidiana, viva e vitale.
Made In Italy |Aprile2014 | © FutureBrand 2014
L’Italia si esprime al meglio ogni volta che rinnova le tre dimensioni del Made in Italy, offrendo eccellenza quotidiana. Oggi, la premiumness è universalmente considerata un fattore assai importante nella vita degli individui e l’Italia ha l’opportunità di sviluppare un’offerta molto ampia in questo settore, unitamente a proposte nel campo del lusso.
![Page 73: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/73.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusioni
73
Il Brand Italy lavora bene quando c’è una storia di autenticità costruita sull’artigianato, la storia, la qualità e lo stile.
L’Italia si esprime al meglio ogni volta che rinnova le tre dimensioni del Made in Italy, offrendo eccellenza quotidiana. Oggi, la premiumness è universalmente considerata un fattore assai importante nella vita degli individui e l’Italia ha l’opportunità di sviluppare un’offerta molto ampia in questo settore, unitamente a proposte nel campo del lusso.
Il Brand Italia è ancora più forte quando è legato al cibo e alle bevande, al design e alla moda.
L’Italia deve riscoprire e riaffermare l’idea che la bellezza le appartiene e fa parte integrante della sua essenza. La bellezza come esperienza quotidiana, viva e vitale.
Non c’è bisogno di una riscoperta nostalgica della tradizione. La ricerca dell’unicità che mette insieme una profonda conoscenza del Paee e il desiderio di autenticità è la strada giusta per creare un nuovo modello di Made in Italy.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
Conclusioni: come promuovere un migliore “Made in Italy”?
74
Più collaborazione e iniziative tra l’amministrazione pubblica e il settore privato.
Creazione di un trademark legale per il “Made in Italy”
Spiegare e pubblicizzare i vantaggi del marchio Made in Italy per attrarre più brand italiani e convincerli a usarlo.
Made In Italy |Aprile2014 | © FutureBrand 2014
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FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
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5. Il Futuro
Made In Italy |Aprile2014 | © FutureBrand 2014
“Dalla crisi si esce facendo, al meglio possibile, le cose che sappiamo fare soltanto noi”. Massimo Gramellini, La Stampa
![Page 76: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/76.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
76
La visione futura
Diventare agli occhi del mondo la nazione della
BELLEZZA QUOTIDIANA
![Page 77: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/77.jpg)
FutureBrand RGB Colour Palette
White R255 G255 B255
Black R0 G0 B0
PMS Purple R132 G52 B187
PMS Rubine Red R202 G0 B93
PMS Red 032 R237 G41 B57
PMS 3965 R228 G215 B0
PMS 306 R0 G185 B228
PMS 355 R0 G155 B56
PMS RefBlue R33 G36 B146
PMS 631 R62 G177 B200
PMS 400 R203 G199 B191
PMS 437 R128 G104 B111
PMS 530 R211 G184 B226
PMS 137 R255 G161 B0
77
L’AVANGUARDIA DELLA TRADIZIONE I brand dell’eccellenza più creativi, umani e autentici del mondo, legati a doppio filo a una tradizione inimitabile fatta di culture e artigianati diversi e in continua evoluzione.
Come
Made In Italy |Aprile2014 | © FutureBrand 2014
![Page 78: FUTUREBRAND - Made in Italy - travelNEXT - Francesca Melli - Aprile 2014](https://reader033.vdocumenti.com/reader033/viewer/2022051323/54b5e0fb4a7959bf598b487a/html5/thumbnails/78.jpg)
Grazie!