Sandro Boscaini, Presidente dell’azienda vitivinicola veronese MASI Agricola – quotata sul mercato AIM Italia – è intervenuto al convegno “Truth about global brands” dedicato ai brand che oggi devono affrontare le sfide di un mercato sempre più globalizzato.
In virtù del successo in quasi 100 Paesi con una quota export di oltre il 90% del fatturato, Masi ha contribuito nel raccontare come un marchio fortemente territoriale e ricco di valori riesca a confrontarsi sempre meglio a livello globale e a farsi strada tra le differenti culture nel mondo. In un mondo sempre più globalizzato, c’è posto per un marchio locale? Come possono i marchi globali guadagnare nuova importanza a livello locale? E cosa possono imparare questi brand dall’Italia? Sono queste le tematiche approfondite durante la presentazione della ricerca “Truth about global brands” condotta da McCann Worldgroup – una delle più prestigiose aziende a livello mondiale nel campo del marketing e della comunicazione – e che ha visto coinvolti nel panel dei relatori oltre a MASI, altre due grandi brand “globali”del settore dell’enogastronomia quali Nespresso e Consorzio Grana Padano.
Sandro Boscaini ha commentato: “Il vino europeo, e quello italiano in particolare, è per eccellenza un prodotto “glocal” perché trova nel locale, cioè nei territori, la sua forza. Tuttavia grazie alla sua capacità espressiva di cultura e di tradizione (in una parola, di “terroir”) è intellegibile a livello globale e sa superare anche i limiti culturali di alcuni Paesi: anche laddove il vino non è culturalmente accettato, sono presenti “nicchie di globalità” e di apprezzamento, come nella filiera del turismo, nei duty free shop o nei club internazionali”. L’intervento del Presidente Sandro Boscaini ha rappresentato anche l’occasione per spiegare la differenza tra i brand di vini del Vecchio e del Nuovo Mondo. A differenza dei brand del Nuovo Mondo, dove il vino si fonda prevalentemente su parametri tecnici, nella vecchia Europa i marchi sono strettamente legati al territorio di produzione e sono espressione della cultura e della tradizione locale, come da sempre per i vini veneti, veronesi e di MASI. In questo contesto, dunque, la promozione del brand individuale va di pari passo con la promozione del brand collettivo, cioè con la denominazione.
Le tante denominazioni fanno sì che il panorama del vino italiano si presenti come un bouquet di tanti fiori diversi: ognuno di essi rappresenta i terroir di eccellenza del nostro paese. La ricerca “Truth about global brands” ha coinvolto 29 Paesi attraverso un sondaggio condotto su 30.000 persone e avvalendosi della rete globale di McCann Worldgroup operativa in oltre 109 mercati. Lo studio, già presentato a New York, Londra, Barcellona, Singapore e Hong Kong, analizza le componenti principali di un contesto di marketing globale e si propone di definire come questi elementi possano essere utilizzati a vantaggio dei marchi locali.
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