“Brand Values” for Sanguis Jovis Winter School

The call for proposals for the next edition of the Winter School, which will be held at OCRA - Officine Creative dell'Abitare from 4 to 6 March 2020, is already open and will close on 31 January 2020. The full call for proposals is available on the Fondazione Banfi website.

 

Professor Alberto Mattiacci, Director of Sanguis Jovis, said: "This time we will focus on the values of the brand. The brand is a fundamental element for any business and requires great preparation. Unfortunately, today we can see that in the world of wine, with the exception of a few cases, there is a lot of approximation. He went on to say: "We can compare the brand to a building that, in order to withstand time, must be built on solid foundations. The course will take place over three days, the first day with lectures by academics and business representatives; on the second day we will work in the field analyzing some examples of those who have built a communication plan for the brand; on the third day we will dedicate it, instead, to the concept of the brand as economic value and assets.

 

The President of the Banfi Foundation, Dr. Rodolfo Maralli, illustrated the pillars of Sanguis Jovis' cultural project: education, scientific research and communication. "The training is carried out through the Summer School, of which we have already held three editions, and the Winter School, which is held every two years. The project is in strong growth, at each edition we receive more than 100 requests to participate for 20/25 places available. Our goal is to be able to take this format abroad, or to have foreign students access to our courses, setting them up with multilingual teachers. The second pillar, scientific research, is carried out through the funding by the Banfi Foundation of two or three researches every year, in the agronomic, managerial and marketing fields. The Foundation is also working on communication, the third pillar of the project, through the publication of "I Quaderni di Sanguis Jovis", of which the second issue has come out: "The Sangiovese of the future - Changes between climate, grape variety, market", in which we find the results of Summer School 2017 and 2018," explained Maralli. "The next project that will see the light in 2020 is a magazine, whose goal will be to strengthen the culture and enhancement of Sangiovese.

 

Moreover, the dates of the next Summer School, which will take place from 6 to 10 July 2020, have already been announced. "We will focus on the maturation of the vineyard, analyzing all the environmental factors that lead us to the last, fundamental. month and a half before harvesting," said Professor Attilio Scienza, President of Sanguis Jovis.