PROFILE
Managing Partner @ Antifragile
Digital Advisor & Angel Investor
Book Author & Speaker
About
Giuseppe is recognized as one of the most talented brand strategy and marketing professionals in Italy.
He has held key roles in major international communication groups (Wpp, Publicis, Dentsu and Gruppo Armando Testa) with a strong track record on profitable growth and talent nurturing.
Passionate about digital, innovation & people development and how they drive businesses sustainability and empower people and society.
Want to know more? Check out Giuseppe’s profile on Linkedin.
ENTREPRENEUR & INVESTOR
Co-founded Ambito5 in 2012 as the first Social Business Agency leading operations and business development until 2015 and managing more then 50 talented professionals based in Milan.
After Publicis Groupe’s acquisition in 2014 he also led the integration process.
Founded Antifragile in 2016, a digital business advisory focused on executive training and investments in companies working on transformative technologies.
Want to know more about Antifragile? Check www.antifragile.it.
BOOK AUTHOR
Giuseppe has written several books on the subject of digital evolution, its impacts on marketing and communication processes.
The books listed here are in Italian.
2015 – Dallo Spot al Post – La Pubblicità dopo i Social Media (LSWR)
2017 – Trasformazione Digitale – Strategie e strumenti per le PMI del futuro (EGEA)
2020 – Branding By Design – Gli otto caratteri della marca post digitale (EGEA)
2021 – Brand Stylist – Progetta una marca digitale da Red Carpet (Ninja Marketing)
KEYNOTE SPEAKER
Giuseppe is a guest teacher in Italian business schools such as SDA Bocconi, Luiss and the EMBA Ticinensis.
Furthermore he performs as a keynote speaker at a wide variety of conferences, business workshops and master classes.
All keynotes are tailor-made and delivered in English or Italian.
masterclasses topics
Giuseppe delivers a series of game-changing marketing master classes that delve into future trends, encourage disruption and promote creativity and innovation at all levels.
TRENDS & SCENARIO
- Why do successful companies fail?
- How to take advantage leverage of the evolution of voice technology and live audio.
- Defining customer experiences: from interactions to their orchestration.
- Visionary storytelling: articulating a clear and structured vision of one’s role in the world.
- Rundle: transition from transactional to recursive revenue models.
- Branding by design: from strategic positioning to the eight characters of the brand.
MARKET STRATEGY
- Understand the strategies that drive enterprise value.
- Identify new opportunities and potential threats.
- Adapt your existing strategies to meet the current landscape.
- Improve your firm’s value proposition and competitive differentiation.
- Spearhead strategic initiatives that enable your company to outmaneuver your competition.
- Make actionable strategic recommendations for where to allocate resources.
BRAND STRATEGY
- How and why brand strategy is the foundation of value creation.
- The two fundamental approaches: brand building Vs. minimizing cost.
- Three lines framework: a model that explains how something so difficult to quantify, the brand, is actually capable of unlocking incredible value for shareholders and customers.
- Clock model: a tool for evaluating any interaction between customers and the brand at different stages. Pre-purchase, purchase and post-purchase.
- Three hurdles: a framework for evaluating every strategic decision of the company according to its ability to make the brand differentiated, relevant and sustainable.
- Brand Identity model: a model for building brand identity, that is, the aspirational associations that give life to the brand for our customers. It includes the brand essence, the core identity and the extended identity.
PRODUCT STRATEGY
- Identify the characteristics that distinguish successful products from failed ones
- Inject products with a higher perceived value
- Learn how to identify market opportunities and how products might fill those gaps
- Become more well-versed in user-centered product development
- Learn the “how” and “why” behind successful products, and how to bring these concepts into your own firm
- Make actionable strategic recommendations that shape the product, product lines, innovation, marketing, and positioning
- Influence a user-centered product roadmap that truly matters to the customer
ENGAGEMENT STRATEGY
- Understand why both advocacy and adoption are critical for your product or service
- Leverage social currency to make your customers look good
- Discover how to build triggers so that your company stays on people’s minds
- Turn your customers private engagement with your service or product into a shared brand experience
- Give customers useful information by showcasing your company’s practical value
DIGITAL MARKETING
- Define a Digital Marketing Strategy Template.
- Website and PWA implementation.
- Develop a Content & Creativity Marketing Strategy.
- Craft a Digital Advertising Plan.
- Understand Social Media Marketing.
- Design a Search Marketing Strategy.
Business Schools & Partners
