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A new way of working

A recently published book gives a different and more engaging vision of factories and offices

Communicate well, clearly and reliably. An important piece of advice for everyone. For businesses, too. Within businesses, too. But it requires care. And we could perhaps begin by adopting the same strategies used in marketing (which, now more than ever, demand clarity).

It’s from this cluster of ideas that the book edited by Patrizia Musso and Maria Luisa Bionda took shape. “Brand renaissance. Nuove tecniche per rivoluzionare la comunicazione organizzativa” (Brand renaissance. New techniques to revolutionise organisational communication) takes its cue from the proposition that, particularly in our current times, external and internal communications are interconnected. “Uniqueness”, “experience”, “emotional factor” are now terms that constantly echo and re-echo in the world of branding and make more significant the relationship with consumers. The authors wonder if it wouldn’t be best to employ the same concepts and instruments when liaising with current and potential employees and collaborators, too.

Hence their proposition: an all-round approach to branding can be useful to face our daily challenges in all clarity. The book tackles and examines concepts such as Employer Branding, to recruit new talents, and Internal Branding to share values and mission statements within a company. Moreover, Musso and Bionda don’t restrict themselves to just theory but also delve into the Italian state of affairs, providing an analysis of the current situation as well as a wealth of case studies and practical tips. The volume, therefore, is also a collection of several contributions from the business and academic worlds. The considerations and experiences provided also illustrate how, in recent years, the younger generations contributed to the acceleration of this metamorphosis, as they lead brands to make pivotal turns both towards employing digital communication tools with greater awareness and conceiving corporate offices as relational platforms rather than mere work places. The examples of Enel, Boston Consulting Group, Eolo, Fastweb NEXXT, L’Oréal – amongst others – parade through the pages, and the final pages additionally include an “update” that takes into account the impact of Covid-19.

In just over 200 pages, then, a new perspective on the world of work is outlined, a perspective which not everyone, perhaps, agrees with but that nonetheless opens up new horizons within production and culture. A vision that – for the two editors – means placing the individual back at the centre, consistently, and through a transgenerational approach.

Brand renaissance. Nuove tecniche per rivoluzionare la comunicazione organizzativa (Brand renaissance. New techniques to revolutionise organisational communication)

Patrizia Musso, Maria Luisa Bionda (edited by)

Francio Angeli, 2020