The Covid19 Pandemic has impacted brands globally, but the latest survey published by WPP and Kantar of the Top 100 Most Valuable Global Brands of 2020 shows, that Global Brands have increased their total brand value by 6% over the last 12 months, adding $277 billion to reach $5 trillion in total value. True, the health crisis causes a broader economic downturn, as Travel has been decimated. Yet, TRADE and E-COMMERCE - especially of High Value Brands – continues to increase.

So, in this episode of ‘Covid19 – from crisis to creation’ we are looking how a strong brand and a sustainable branding strategy generates resilience during tough economic conditions. What does it take for a company to scale not only successfully around the planet but in a way that can weather ANY TYPE of Black Swan Event? AND we want to make it specific and Focus on ‘Made in Italy’ in the biggest Economy of the world, the USA!   In 2018 Italy’s exports to the US totaled more than 50bn US, about 10 % its total export volume toping 540bn USD a year. The US is Italy’s largest NON-EU export mkt. The latest report by WPP and Kantar showed that well-loved Italian-brands such as Gucci, Kinder, Ferrari, Prada, Nutella, Armani, Fendi and Pirelli, last year increased their brand value increased by over 14% to around $97 billion. To get some insights, I invited the newly appointed US Trade Commissioner and Executive Director of the Italian Trade Agency – Antonino Laspina - for some key insights on Mentorit.TV - About Antonino Laspina: He joined the ITA (now part of Ministry of Foreign Affairs and Economic Corporation) and moved to its headquarters in Rome/1981. Since then he served as trade commissioners in various posts around the world, mainly in Asia, including his period as Director of the ICE Beijing office. In 2007, he was named one of the “10 Greatest International Friends” of Chinese Fashion by China Fashion Week.

TIMESTAMPS: What you get:

00:00 - Invest & Scale  

04:15 – Italy is ‘Machine-Land’ 

08:30 – Cultural Sensitivity & Being Green 

15:42 – Trade Wars & Activism 

21:51 – 3 Key Learnings 

- - 

More about Antonino Laspina

https://www.ice.it/en/index.php/markets/usa/new-york

http://ubmasiafiles.com/files/aplf/cashmereworld/conference2010/antonino_laspina_eng.pdf

https://news.italianfood.net/2019/11/19/italy-has-potential-to-win-new-american-consumers/

More about Mentorit.TV

http://youtube.com/mentorittv

- - -

Road Trip by Joakim Karud https://soundcloud.com/joakimkarud

Music promoted by Audio Library https://youtu.be/vpssnpH_H4c

Learn more about your ad choices. Visit megaphone.fm/adchoices

Ver todos los episodios