La memoria dell’impresa // The memory of the company

This 1939 Fiat 500A Topolino is a two-door transformabile coupe feature bodywork from the Garavini coachworks in Turin, Italy

Questa Fiat 500A Topolino del 1939 è una coupé trasformabile a due porte con carrozzeria prodotta dalle carrozzerie Garavini di Torino, Italia.

Gestire scientificamente le differenti componenti del patrimonio industriale attraverso un’unica struttura istituzionale dotata di competenze diverse è possibile, almeno per le realtà di dimensioni considerevoli, e può essere estremamente produttivo in termini di valorizzazione.

Scientifically managing the different components of industrial assets through a single institutional structure with different skills is possible, at least for companies of considerable size, and can be extremely productive in terms of enhancement.


La sensibilità collettiva verso il patrimonio industriale è molto aumentata: il grande pubblico ha imparato a conoscere e ad amare tale patrimonio.

The collective sensitivity towards industrial heritage has greatly increased: the general public has learned to know and love this heritage

From the business memory we must derive reason for satisfaction and that “return of image” which translates into a promotional advantage.

Dalla memoria d’impresa si debbono ricavare motivo di soddisfazione e quel “ritorno di immagine” che si traduce in un vantaggio promozionale.



Without prejudice to administrative reasons or technical needs, the choice of whether or not to keep a document – be it an invoice rather than a product sample or a photo – is often an affective / emotional one, which has as its consequently the “creation of meaning” or, in other words, the generation of a message.

Fatte salve le motivazioni di tipo amministrativo o le esigenze di carattere tecnico, la scelta di conservare o meno un documento – sia esso una fattura piuttosto che un campione del prodotto o una foto – è spesso di tipo affettivo/emotivo, che ha come conseguenza la “creazione di senso” o, in altre parole, la generazione di un messaggio.

Una delle sfide per il mondo imprenditoriale, ma anche per quello cultura

One of the challenges for the business world, but also for the cultural one


Recuperare e riproporre, attualizzandoli, vecchi modelli di oggetti di design; oppure mettere in produzione progetti mai realizzati. Come si vede quello dello sfruttamento degli archivi in chiave produttiva è ancora un ambito di intervento ampiamente da esplorare e sviluppare.

Recover and re-propose, updating them, old models of design objects; or put into production projects that have never been realized. As can be seen, the exploitation of archives in a productive key is still an area of ​​intervention that has to be widely explored and developed.

Nuove forme di marketing e di comunicazione d’impresa e del territorio stesso che riconosce nella memoria industriale e del lavoro una propria risorsa capace di attrarre attenzione.

New forms of marketing and communication for business and the territory itself, which recognizes its own resource capable of attracting attention in industrial and work memory.


Business developer manager / Consulenza strategica & commerciale

Consulente // Consultant

Motor Parts Industry (MPI – Lagos), a piece of history and motorization in Nigeria

Analysis of your enterprise position


Description of the Model

The form of your product or service and the makeup of your prospect base will influence how you structure your promotion. If you are offering an improved version of the same product or service to the same customer/prospect base then no changes should be required. On the other end of the spectrum, a new product or service going to a new prospect base calls for a new and innovative approach to promotion. In between circumstances require a more subtle approach to promotional changes.

Characterize Your Enterprise
An expert will position your enterprise on a chart based upon your description of:
product function
buyer history
You can trace through the supporting analysis and its conclusions, adjusting your input until you are satisfied your description accurately characterizes your enterprise.

Analysis of Your Enterprise Position:

Brand Repositioning
The product remains the same, but is now offered to a new market. There will be new competitors and a new marketing mix. Product Repositioning
The product is changing, and is now offered to a new market. There will be a new appearance, new features and benefits and new competitors. Innovation
This is the most complex change. New technology, new price, new promotion, and new competitors call for new strategy.
The product remains the same, but the marketing mix, price, and promotion are re-blended. Re-launch
Change the name, appearance, costs and the marketing mix. Obvious Substitution
The new product appears in a conspicuous manner drawing attention to new technology and materials. Change the name, appearance, costs and the marketing mix.
No change
Neither the product or market is changing. Maintain the status quo.

Face lift
No change in marketing, but changes in the product must provide greater competitive advantage. Quiet Substitution

No change in marketing. The new product creeps quietly into the market without fanfare.

Marketing Plan


Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.

The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future–two to four years down the road. But the bulk of your plan should focus on the coming year.

You should allow yourself a couple of months to write the plan, even if it’s only a few pages long. Developing the plan is the “heavy lifting” of marketing. While executing the plan has its challenges, deciding what to do and how to do it is marketing’s greatest challenge. Most marketing plans kick off with the first of the year or with the opening of your fiscal year if it’s different………………..

Romano Pisciotti surfing the web:

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