Aesthetics as a Brand Code. Attract Customers with a Perfect Business Product

Riccardo Illy, a member of the board of directors of Illy, talks about how to compete in the modern market by using proven business principles of Italian brands. It is known that Italian brands create the most sought-after premium products... in the world. Illy is no exception. Despite fierce competition from Starbucks and Coffee Bean, it still manages to stay at the top of the coffee industry. In this book, Riccardo Illy, a former top manager of the company, discusses the key principles and values that help the brand be successful and in demand, and how to apply time-tested Italian business standards. You will learn: - what research needs to be conducted to find ways to improve the quality of your product and brand; - how Italians have created so many brands that have stood the test of time; - how to turn your product into a premium-level offering. By applying these principles in your business, you can compete successfully in the modern market. For whom this book is: For those who strive to succeed in business. For everyone interested in Italy.