{"id":108044,"date":"2026-05-08T13:16:12","date_gmt":"2026-05-08T12:16:12","guid":{"rendered":"https:\/\/www.fondazionepirelli.org\/?p=108044"},"modified":"2026-05-08T13:16:12","modified_gmt":"2026-05-08T12:16:12","slug":"product-and-company-storytelling","status":"publish","type":"post","link":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/","title":{"rendered":"Product and company storytelling"},"content":{"rendered":"<p><em>A study discussed at the University of Padua explores the topic of storytelling<\/em><\/p><p>Telling your story to the market and to the world\u00a0 is no easy task, especially in today&#8217;s climate where the differences between companies have quickly become blurred: products from one brand or another are becoming increasingly similar, to the point where consumers take the quality of each for granted. Hence the need to\u00a0 position yourself in a way that sets you apart from the competition. And here, it is increasingly the world of storytelling that counts. This is the world that is the focus of \u2018Raccontare la scrittura:\u00a0 storytelling ed identit\u00e0 verbale della Scuola Holden\u2019 (Telling the story: storytelling and verbal identity at the Scuola Holden), a research paper by Miriam Lombardi.<\/p>\n<p>The research explains that competition based on storytelling rather than on the product itself leads many companies to create a strong brand identity: the brand must possess unique intangible characteristics and core values that are relevant and engaging to its consumers. In this way, companies are able to convey and deliver quality to their customers, encouraging them to choose them time and time again. All this requires not only content but also technical expertise. In other words, it is not enough to have a strong identity; the way in which it is conveyed also matters. It is, in other words, an era of attention to the smallest details, both online and offline, and of crafting a way of expressing oneself through a set of symbols that ultimately defines the company itself. This is the era of storytelling as a means of communicating one\u2019s identity, in an attempt to increase closeness with one\u2019s audience and added value for customers, as well as to build empathy for the brand itself and its values. Miriam Lombardi\u2019s study examines the methods and approaches adopted by the Scuola Holden in Turin. While not strictly a business, but a private institution that follows many of the promotional strategies that would also apply to brand management. Miriam Lombardi\u2019s study is therefore unique: it examines corporate storytelling through the lens of an organisation that has made storytelling one of its core offerings.<\/p><p><a href=\"https:\/\/thesis.unipd.it\/handle\/20.500.12608\/106844\"><strong>Raccontare la scrittura: storytelling ed identit\u00e0 verbale della Scuola Holden <\/strong><\/a><\/p>\n<p>Miriam Lombardi<\/p>\n<p>Thesis, University of Padua, Department of Philosophy, Sociology, Pedagogy and Applied Psychology, 2026<\/p>","protected":false},"excerpt":{"rendered":"<p>A study discussed at the University of Padua explores the topic of storytellingTelling your story to the market and to the world\u00a0 is no easy task, especially in today&#8217;s climate where the differences between companies have quickly become blurred: products from one brand or another are becoming increasingly similar, to the point where consumers take [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[56,57,45],"tags":[],"class_list":["post-108044","post","type-post","status-publish","format-standard","hentry","category-corporate-culture","category-insights","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Product and company storytelling - Fondazione Pirelli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Product and company storytelling - Fondazione Pirelli\" \/>\n<meta property=\"og:description\" content=\"A study discussed at the University of Padua explores the topic of storytellingTelling your story to the market and to the world\u00a0 is no easy task, especially in today&#8217;s climate where the differences between companies have quickly become blurred: products from one brand or another are becoming increasingly similar, to the point where consumers take [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/\" \/>\n<meta property=\"og:site_name\" content=\"Fondazione Pirelli\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-08T12:16:12+00:00\" \/>\n<meta name=\"author\" content=\"fondadmin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"fondadmin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/\",\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/\",\"name\":\"Product and company storytelling - Fondazione Pirelli\",\"isPartOf\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\"},\"datePublished\":\"2026-05-08T12:16:12+00:00\",\"author\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.fondazionepirelli.org\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Product and company storytelling\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#website\",\"url\":\"https:\/\/www.fondazionepirelli.org\/it\/\",\"name\":\"Fondazione Pirelli\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.fondazionepirelli.org\/it\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25\",\"name\":\"fondadmin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g\",\"caption\":\"fondadmin\"},\"url\":\"https:\/\/www.fondazionepirelli.org\/en\/author\/fondadmin\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Product and company storytelling - Fondazione Pirelli","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/","og_locale":"en_US","og_type":"article","og_title":"Product and company storytelling - Fondazione Pirelli","og_description":"A study discussed at the University of Padua explores the topic of storytellingTelling your story to the market and to the world\u00a0 is no easy task, especially in today&#8217;s climate where the differences between companies have quickly become blurred: products from one brand or another are becoming increasingly similar, to the point where consumers take [&hellip;]","og_url":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/","og_site_name":"Fondazione Pirelli","article_published_time":"2026-05-08T12:16:12+00:00","author":"fondadmin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"fondadmin","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/","url":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/","name":"Product and company storytelling - Fondazione Pirelli","isPartOf":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#website"},"datePublished":"2026-05-08T12:16:12+00:00","author":{"@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25"},"breadcrumb":{"@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.fondazionepirelli.org\/en\/corporate-culture\/insights\/product-and-company-storytelling\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.fondazionepirelli.org\/en\/"},{"@type":"ListItem","position":2,"name":"Product and company storytelling"}]},{"@type":"WebSite","@id":"https:\/\/www.fondazionepirelli.org\/it\/#website","url":"https:\/\/www.fondazionepirelli.org\/it\/","name":"Fondazione Pirelli","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.fondazionepirelli.org\/it\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/f47d097000832c4a6e54538c791fdf25","name":"fondadmin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.fondazionepirelli.org\/it\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e69498a9175ca244966e51e53c88712c024fcebe41f9a05f75657f1bb25e489b?s=96&d=mm&r=g","caption":"fondadmin"},"url":"https:\/\/www.fondazionepirelli.org\/en\/author\/fondadmin\/"}]}},"_links":{"self":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/108044\/"}],"collection":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/"}],"about":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/types\/post\/"}],"author":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/users\/1\/"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/comments\/?post=108044"}],"version-history":[{"count":2,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/108044\/revisions\/"}],"predecessor-version":[{"id":108046,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/posts\/108044\/revisions\/108046\/"}],"wp:attachment":[{"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/media\/?parent=108044"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/categories\/?post=108044"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fondazionepirelli.org\/en\/wp-json\/wp\/v2\/tags\/?post=108044"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}