The 100-year-old “Made in Italy” brands meet on Saturday, June 22nd in Rossano

The centenarian brands that have written the history of “Made in Italy” products met on Saturday, June 22nd in Rossano (Cosenza) at the headquarters of Amarelli, a family business that since 1731 has made a name for itself in the production of licorice.

The occasion was provided by a Summer Meeting promoted by the Union (www.uisitalia.org), representing excellent brands with at least 100 years of activity from 9 different Italian regions (Piedmont, Veneto, Tuscany, Emilia-Romagna, Sardinia, Campania, Puglia, Calabria and Sicily).

The event consisted of a visit to the Amarelli production plant and the “Giorgio Amarelli Museum of Licorice”, the second Italian business museum in terms of number of visitors, representing a m outstanding entrepreneurial experience, as well as the history of a unique product closely linked to the territory such as licorice.

The Summer Meeting also included debate on the theme of collective brands as strategic marketing tools. The talk was given by Aldo Presta, designer, communication consultant (Presta-lab.it) and head of the Visual Identity Office of the University of Calabria. “Even for the more than a hundred years old brands belonging to the Union, an association representing only the oldest ones,” says Presta “the value and the responsibility to stay as they are represent a constant challenge to keep their guard up and to defend and re-launch their honor/brand. A challenge that, like all challenges, has a greater chance of success if it is part of a strategy. Or rather, of a project”.