We don't need just another brand,

we need brands that are relevant

to people's lives and make

a positive impact on the world


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Danilo Venturi 2021 -  Firenze, Italia

From the universal laws of psychology to the relevance of Fashion Brand Management. From the growth power of creative and lifestyle industries to the political decisions that might project cities of art into the future. From the brand identity of a techno-savvy start-up to the storytelling that fast-moving consumer goods need to be communicated.


Whatever your basic skills are, this manual helps you to build and manage a brand in four essential steps:

Smells Like Teen Spirit - How to understand the post-Covid era and have a brand impact

on Generation Z, Millennials and Generation X.

Fashion Is a Beautiful Chaos - How to use the 3D Business Model of Fashion to create value by leveraging on human, social and industrial innovations.

Branding The Subconscious - How to interpret the system of archetypes to fine tune

the brand, the product, and the client personalities.

White Rabbit, Black Sheep, Wild Pig - How to envision your dynamic positioning on a semiotic map to communicate and sell in a state of non-competition.

Brand Persona contains several case studies on brands that really stand out for their vision, as well as excerpts from conversations, interviews, travel reports, executive meetings,

and original strategies the author has implemented throughout years of personal experience in management, consulting, and teaching around the world.

Foreword by Marco Bizzarri, President and CEO of Gucci.

From this book

you really understand

what branding is



With a background in political science, Danilo Venturi began his career in the music industry. He moved on to pioneering e-commerce and concept stores before working for the lingerie brand, La Perla. He obtained a Master in Luxury Management from Polimoda, where he would subsequently return to teach Fashion Brand Management and launch the International Business Department. In 2015, he was appointed Director of the Florentine institute.

During his tenure, the school occupied the top-ranking positions in The Business of Fashion. Important collaborations with LVMH, Richemont, Gucci, WGSN, CFDA, Pitti Immagine, Vogue, Central Saint Martins, FIT and Parsons were activated. Personalities such as Marina Abramovic, Alber Elbaz, Renzo Rosso, Waris Ahluwalia, Rick Owens and Vanessa Friedman were involved in the life of the school. Forbes titled his interview The Reign of Error: How Polimoda Upgraded Fashion Education.

In 2021 Danilo Venturi founded Brand Persona, the company that advises public and private institutions based on the four-step method described in this book. After a break in Miami, in April 2022 he returned to Florence as Director of Istituto Europeo di Design, aka IED.



Brand Persona Mix