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| Mr. Giovanni Buitoni (1891-1979) is one of the greatest entrepreneurs of all time in Italy. He trusted, invested, and relaunched the ceramics of Deruta back in the first half of the 20th century by becoming a partner of one of the major Deruta factories. |
The word "Marketing" comes to mind every time we stumble upon a case story of success. Especially these days, times in which nothing is left to the chance. We think of marketing as the key to success.
In business, projects are carefully studied in terms of costs, investments, and liabilities with business plans that must compel every single entry. Similarly the project's poetry itself - the dream - is subject to intensive studying as it is a specialty field of marketing experts.
On a separate note, I remember what my mentor has described "Marketing" to me: the study of entrepreneurs' original creations. As a consequence marketing would be a theorization of practical entrepreneurial innovations that consultants forward to other entrepreneurs as solution keys to specific cases. Indeed one of the mottos my mentor taught me was: "Chi sa fare fa, chi non sa fare, insegna" (tr. The makers take action. The rest teach it.). This makes perfect sense to understand the role of marketing experts.
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| "Creativity gives a sense to our life in the first place. It is the explosion of our infinite energy, something that must necessarily be shared with others." R.N. |
In the 1930s Giovanni Buitoni was the first inventor of a catalog of prizes based on picture cards. He enclosed his picture cards to his packages of pasta and chocolate products. Among the prizes for those consumers who collected a full set of picture cards, Deruta dinnerware sets, and a Fiat car.
Giovanni Buitoni moved to the United States in 1939 by opening a Perugina store on Fifth Avenue and a Buitoni Restaurant in the Italian building at the New York World's Fair.
Giovanni Buitoni brought his catalog invention to the United States where his picture cards became very popular. They ended up being published and exchanged in newspapers like stocks and bonds. Buitoni's invention was a great success and a blessing in times of the Great Depression (beginning 1930s-the mid-1940s).
I received the latest marketing update in Italy through a newsletter today. Marketing experts are using terms such as rebirthing, breathing, acceptance, love. Their ultimate frontier is said to be a workshop entitled: "Alliance Emotion Marketing". Their program is all about new rules in Marketing: 1. united we stand (divided we fall, my addition), 2. emotions as the new hunting ground 3. practical exercises to be repeated according to each specific case. I am glad that marketing experts are taking emotions into consideration. But there is more to it.
Indeed the above marketing subjects: emotions, life, alliance are tightly connected to the concept of "Humanization" which is openly in contrast with "Globalization", as per recent studies of Professor Alberto Donati of the University of Perugia. He is the author of the book: "Globalizzazione e antiumanesimo" published by Aracne Editrice, Roma, 2007 (ISBN: 978-88-548-1364-9 tr. Globalization and anti-humanism).
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Leonardo da Vinci
(1452-1519) the greatest inventor of the Renaissance period in in the |
As a tribute to Leonardo, I would like to invite you to admire the reconstruction of Leonardo's face by artist Siegfried Woldhek, who has given me his authorization to use the images below from his dreamcatcher's website.
Inventors and innovators are the true sources of change. Long-life to artists and to entrepreneurs.
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| Leonardo da Vinci's true face by artist Siegfried Woldhek, the dreamcatcher. (usage of the picture is authorized by the author) |
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| Leonardo da Vinci's true bust by artist Siegfried Woldhek, the dreamcatcher. |
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