How to build a valuable brand from craftsmanship?
We started from this question for the workshop we conducted in February at Perugia Foundation with the companies Nexo Corporation Srl, Floritelli Cucine, Persichetti Stampi Srl, Calzetti & Mariucci Editori, Italiani rsl and Tenute Baldo participating in the Upskill Perugia project.
At the international level(https://www.nytimes.com/2023/03/04/business/economy/premium-prices-inflation.html), a debate has opened on the revitalization of the premium brand segment, i.e., brands that convey a quality product to an audience seeking customization and originality at a medium to high price.
Neither luxury nor mass market but an intermediate value positioning.
Together with the businesses of Upskill Perugia, we tried to understand what elements a business with a strong connection to craftsmanship can focus on to make its way into the premium brand segment.
We have identified three:
1️⃣ Storytelling, which is the ability to develop a coherent and organized narrative
2️⃣ The community that provides for active consumer involvement
3️⃣ The experience that is expressed in value-added services both online and offline.
But the one in Perugia was not just a theoretical workshop.
Thanks to the work of Elena Masi, Gizem Al and Olga Popa, Upskill 4.0 project manager, we tried to give a quantitative sizing to these dimensions with the aim of helping companies understand their strengths and weaknesses and to understand what actions to take.
Perugia businesses have shown not only great awareness of the importance of these three elements but also a strong interest in investing along these lines.
For us at Upskill 4.0, it was a pleasure to begin developing a premium brand-building strategy with them.
