We undoubtedly have places, cities, with their own power
suggestive, but I think it is Italy as such, with its history,
its life style with the sum of its symbols to be the real brand.
Even in a globalised world, where they will travel for tourism in 2010
a billion people, Italy as such continues to have a power
powerfully evocative.
In fact, I always suggest that regions add 'Italy' when promoting one of their products, to go beyond the localisms.
I believe that Italy in the imagination is still the most world-famous.
[Extract Interview M. Marzotto / La Repubblica,31/05/2009].
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