In July of 2016, on the occasion of UISI (Unione Imprese Storiche Italiane) held in Modena on 14th July, Baba lead the discussion on the ways tradition and innovation combine to characterize the changing environment of branding. The focus was on companies that have had a lengthy presence in the market, and who have redefined themselves in some ways, whether by new ad campaigns, or a category extension, while retaining roots from the past.
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