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The beating heart of the company

The pathway to promoting the individual as the ultimate production goal condensed into a single book

People are at the heart of everything we do; a statement that might sound somewhat obvious, but one that, nevertheless, always requires some sort of emphasis. Indeed, it is still easy, in some situations, to cast the human dimension aside and prioritise something else altogether when it comes to running a business, although a sense of corporate social responsibility is increasingly permeating the boards of directors and of course the behaviours of production organisations.

Reading ‘Human-centered branding’. CSR, internal branding e dinamiche slow, written by Roberto Grandicelli, is a good way to systematise information on the relationship between man and the production organisation in terms of communication, advertising, marketing and branding in their many and varied forms. The text outlines, in fact, a new branding strategy that places mankind at the centre of all business dynamics. Furthermore, the author looks back at the progress made so far (from the brand to branding), analysing its evolution to date and looking at the human aspects, with a strong emphasis on CSR (Corporate Social Responsibility), going so far as to illustrate the ‘human-centred branding’ philosophy,

that is to say putting mankind at the heart of the company by adopting a working and business management method that takes the individual as the point of reference with regard to market logic and views profit as a side effect of creating value. The company, as the author clearly explains, is therefore seen as a place where each individual sees their ambitions fulfilled and gets an appropriate sense of satisfaction through the creation of value and with the utmost respect for the community. What Grandicelli describes is not a liberal reality with feel-good aims but rather something that still has profit and efficiency in mind but prioritises broader and more complex objectives.

In addition to the theory itself, Grandicelli also outlines a series of case studies such as those relating to the CoVA (Val D’Agri Oil Centre) created by Eni, the MUMAC (Coffee Machine Museum) in Cimbali and the Imprenditrici Ribelli initiative created by the DRIIN business academy.

Grandicelli’s book takes the reader by the hand along a path that has not ended and that should certainly not be taken for granted. Definitely worth a read.

 

‘Human-centered branding’. CSR, internal branding e dinamiche slow

Roberto Grandicelli

Franco Angeli, 2020