Building a brand romance
In Italy, there’s a principle called la bella figura. It essentially boils down to the idea that you ensure that your public persona always “looks” good—that you consciously work to control other people’s impressions of you. La bella figura has been the driving principle behind brand marketing for decades. We put gorgeous people in ads using hero packages in gorgeous settings, telling our stories in the most flattering ways.
But today we have nuova figuras—consumers....