2021 has not started in the best way: restrictions, the menace of Covid that still lingers on us, tensions and critical moments, it seems like the promised rebirth is far away.
But, we can say it: 2021 is becoming the year of the Italian success, at a European and international level.
The victory of the rock band Maneskin at the Eurovision Song Contest was the beginning of a series of great achievements that involved our country in the past months: we have just finished to celebrate our winning at the UEFA Euro 2020, the tennist Matteo Berrettini made us dreaming when he took us to Wimbledon Tennis Final (the first Italian to do so) whereas a Senegalese – Italian young guy, Khaby Lame, is the second most popular TikToker in the world.
Not to mention the Prime Minister Mario Draghi, whose popularity is increasing and whose leadership is appreciated even abroad.
Italy is riding the wave of many successes and important awards, and this moment of glory is benefiting the image of our country first and our local brands too.
The America – centred vision of the consumer society, of the fashion and entertainment world is leaving room to a renewed need of (re)discovering our own culture, our lifestyle, our peculiarities and our products.
Italy has always held a certain appeal abroad, that is not a secret. Nevertheless, in the last years we settled for an international paradigm and standards that annihilated our true peculiarity.
So re-starting from this roundup of victories will give us the chance to wear a champions aura that will positively impact our perceived image and permit us to communicate our core values.
There are several brands that since the beginning used the concept of “Italianness” as one of their brand identity pillars; nevertheless, taking advantage of the enthusiasm generated from all these recent victories is very effective in order to help other brands to communicate their Italianness, even if the patriotic element is not normally very marked in their communication strategy.
Just think of the case of Amazon.it which, making a mockery of the Amazon Uk post in which the European cup was sent "home" (according to the adage "it's coming home"), created a post in turn. to which the country of the shipping address was changed and replaced with "Italy".
Or let's think again of Poste Italiane, which took up the post from the Royal Mail and deleted the "H" of "Home", replacing it with the "R" of "Rome".
A series of battles with comments and posts on social media, which involved many well-known Italian brands, from Alitalia to Fiat, up to Durex and the well-known funeral home company Taffo.
But the brands have not limited themselves only to creating fun contents in the wake of the celebrations, they have also focused on the creation of ad hoc products and campaigns to celebrate the events: like Coca Cola and its limited-edition line of bottles to celebrate the winners of the Europeans, or Pepsi which has chosen the winning song of the Eurovision Contest for the new campaign.
Therefore, starting from these considerations, why not make this spirit the leitmotiv of your brand identity, but also the attitude with which to propose new products, new solutions, new visions and new contents with which to export, once again and with renewed determination, our Italian spirit?
A concept that must be read at 360 degrees, because the Italian spirit is expressed in the messages, in the business culture, in the know-how and in the relationships between brands and consumers.
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