“Soft power”, or, in the words of Dario Franceschini, “the ability to evoke in the international imagination the land of art and landscape, of the quality of life, of art and of well done”. So the “soft power” is the evocative power that the Italian “historical brands” have, relaunched today in a meeting at Palazzo Massimo alle Terme in Rome: a conference on the role of the companies that own the Historical Trademark where the program of the Association, which intends to maximize the synergies achievable between companies registered in the Special Register established in 2019. And where a framework agreement with Ice was presented, for promotion abroad, through training and digitalization activities aimed at the companies themselves.
Franceschini, Minister of Culture, together with Giancarlo Giorgetti, owner of Economic Development and Luigi Di Maio relaunch the value of these historic brands, “successful examples of Made in Italy and fundamental elements for the further development of the competitiveness and resilience of our companies on international markets subjected to tensions and transformations ”, is the message of the Foreign Minister. He points out how, despite the pandemic, the 516 billion exports in 2021 are “a record figure that Italian exports have reached despite bottlenecks in the supply of raw materials and energy”.
Franceschini defines an ideal perimeter of historical brands, “they are all those who, combining tradition and innovation, express an example that the economic historian Carlo Cipolla defined as a vocation, the ancient Italian propensity to produce things they like in the shadow of the bell towers in the world“. For two years these brands have been united in an association, which so far brings together 400: among these, the spearheads of Made in Italy, great assets, capable of enhancing the so-called “Italian way of life” in the world, natural channels of ” cultural diplomacy ». Brands such as Benetton, Antinori, Inghirami, De Cecco, Modiano to give life to the association in 2019, to which others are continuously added. Now, as part of the PNRR funds, we would like to strengthen the measures for the tujtela and the enhancement of realities that, in order to see the brand recognized, must have operated for at least 50 years on the Italian territory. «But some – recalled Giancarlo Giorgetti – have a centuries-old tradition. We must support a supply chain – says the Minister of Development – that has given us an unparalleled heritage of expertise and work together to defend historical brands and prevent them from disappearing, because they are unique products that are part of our history and our culture. They are part of the most beautiful image that Italy is giving in the world ».