BIANCA BETTAZZI

“BORSALINO” is the nal project develped for Brand Inception course. The aim of this project is to reinvent and to relaunch a brand on the market. My group and I has been assigned Borsalino, a brand, that in the past was able to sell a dream and to create aggregation due to its unique image and values, but that wasn’s able to reinvent themselves through the times, facing limits and dif culties in maintaining stable their Brand dna. It’s time to see Borsalino up- side-down and convert into something relevant to today society. With our strategy Borsalino will became a lifestyle brand of a new modern rebellion tribe.