12 November 2025

Can Italianness be a positioning?

Icons of Italianness were never created just to be symbols of Italianness. They became Italian worldwide because they carried a unique dream: Vespa embodied freedom, Ferrari chased speed records, Olivetti redefined industrial design. Today, too many brands rely solely on Italianness to position themselves abroad, as if that alone would suffice. But what does Italianness really mean? Is it truly distinctive?We need to believe in ideas again. A label of origin isn’t enough: we must pursue dreams of innovation, uniqueness, and irreplaceability.
Catch the full conversation in the latest episode of ROB.