Aesthetics as a Brand Code: Attract Customers with a Perfect Business Product

Riccardo Illy, a member of the board of directors of the Illy company, explains how to compete in today’s market using proven business principles of Italian brands.

It is well known that Italian brands create the most in-demand premium products in the world. Illy is no exception. Despite fierce competition from Starbucks and Coffee Bean, it still manages to remain at the top of the coffee industry.

In this book, Riccardo Illy—a former top executive of the company—talks about which key principles and values help the brand stay successful and in demand, and how to use time-tested Italian standards of doing business. You will learn:

what research needs to be conducted to find ways to improve the quality of your products and brand;

how Italians managed to create so many brands that have stood the test of time;

how to turn your product into a premium-level offering.

By applying these principles in your business, you’ll be able to successfully compete in the modern market.