The Art of Excellent Products: Enchanting Customers with Premium Brand Experiences

Italian brands are known to create some of the most premium, sought-after products in the world. Learn to compete in the modern marketplace using the proven business principles that Italian brands have been employing for generations.

While it is no secret that Italians create superior products that both withstand the threat of ongoing competition and stand the test of time, the specific business principles that have led to such tried and tested successes are shrouded in secrecy ... until now.

Through the age of intense competition from Starbucks and Coffee Bean, the Illy empire has remained at the top of the coffee industry simply by employing key Italian business principles and values. Steeped in businessman Riccardo Illy’s personal experiences using these tried and tested Italian business standards to run his family’s world-renowned coffee company for generations you will:

• Learn how to approach your research and development process to find ways to add quality to your products and brand.
• Understand how Italians have created so many brands that have stood the test of time.
• Learn how to approach the marketplace so that your product stands out as the go-to product.

By applying those principles to your business, you will ensure your products meet or exceed the level of quality necessary to be ultra-competitive in today’s market, even in an industry in which new companies aggressively challenge your brand daily.

About the Author

Riccardo Illy is the Chairman of Polo del Gusto, the holding company for Groupo Illy’s non-coffee businesses, with controlling interests in a number of world-class producers of chocolate, tea, wine, and confections. The Illy brand has a passion for quality and for growth pursued the right way: this has led to rewarding investments in everything from Domori's legendary chocolates to Mastrojanni's magnificent wines.

He lectures regularly at business schools around the world, from Stanford in the United States to HEC in Paris to MIB in Trieste. He is the Academic Director at Italia Innovation, an organization which fosters research, education, and new ventures in the manufacturing economy with a humanistic approach.