Ziba Foods and Scuderia AlphaTauri

Scuderia AlphaTauri and FlexBox are pleased to announce the successful assignment of their Official Partnership to benefit Ziba Foods, a fast-growing, mission-led healthy nutrition brand.

 

Ziba Foods is a U.S.-based artisanal food company that specializes in heirloom and wild-grown dried fruits and nuts from the mineral-rich valleys of Afghanistan. With a passion for social enterprise and impact investing, FlexBox founder Henrik Nielsen has exercised his vision to support the livelihood of local women and farmers through a strategic investment in Ziba Foods.

“Given that Scuderia AlphaTauri is a globally known racing team which embodies a premium lifestyle-oriented ethos, I see them as a perfect platform to promote my latest endeavor with Ziba Foods. Together, we want to use their global platform to provide international visibility to healthy nutrition while helping to achieve sustainable social and economic stability in a developing nation” said Henrik Nielsen, Founder of FlexBox and Investor in Ziba Foods.

“Henrik is a real motorsports enthusiast, but he also has tremendous lateral vision and an ability to direct resources to where they are most needed,” Franz Tost commented on the assignment. “In many ways, Ziba Foods is everything that Formula One embodies: Inspired by the highest quality, respect, and fair play. Driven by excellence, innovation, and good health. We are grateful to Henrik for placing his trust in us and very pleased to welcome Ziba to the team.”

The AT03 cars will race with a revised livery to include the Ziba Foods branding on the front wing endplates and nose for the remainder of the 2022 Formula One season.

 

Alberto Zavatta – Inspiring the next you collaborates with Ziba Foods as a corporate branding and design  international advisor.

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Find out more at:

www.albertozavatta.com/tag/zibafoods/

www.zibafoods.com

 

 

 

The Afghan Zafaran Consortium

Alberto Zavatta – Inspiring the next you creates the new brand and strategic communication plan for the AFGHAN ZAFARAN CONSORTIUM. The project is promoted by DAI for USAID (United States Agency for International Development) within the ACEBA program.

 

About the ACEBA Program:

About Afghanistan Competitiveness of Export-Oriented Businesses activity (ACEBA)

DAI is implementing the USAID funded Afghanistan Competitiveness of Export-Oriented Businesses activity (ACEBA) Program. The objective of this program is to enhance capacities of Afghan exporters and micro, small, and medium-sized enterprises (MSMEs) associated with export-oriented value chains, such as carpets, marble and granite, precious stones and jewelry, textiles, and cashmere as a means of promoting sustainable economic growth and increasing employment.

More about USAID here

 

Actions taken:

Alberto Zavatta – Inspiring the next you has taken care of the branding development, strategic communication and planning for the Saffron Industry:

  • Market scenario and analysis
  • Afghan Zafaran Consortium brand positioning and values
  • Afghan Zafaran Consortium logo design and corporate identity
  • Brand Manual and Creative Guidelines
  • Strategic Communication Code
  • Marketing and Communication Plan and Tools
  • International Events Directions and Tools

 

Building the Consortium Roadmap:

Alberto Zavatta had previously participated in USAID DAI Women in the Economy project (WIE) is a USAID-funded program. Within the WIE project,  he helped build the roadmap for the creation of a Saffron Consortium, meeting and working directly with the main stakeholders of that industry (farmers, rural communities, producers, associations and government representatives).

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

Check also:

Curious to discover more about the protagonists of Afghan Zafaran Consortium? Click here.

Leadership: intuizione, etica e behavior.

LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.

di Alberto Zavatta

Oggi più che mai, parlare di leadership significa entrare in un territorio in cui etica e comportamento – behavior – sono dimensioni fondative. La riflessione non può essere condotta in modo univoco: nel senso che non sarebbe attuale né sostenibile parlare di un modello unico di leadership di riferimento.

 

Modelli e Cultura 

Un modello occidentale di leadership, quale che sia, può non funzionare efficacemente nei paesi in via di sviluppo. Ugualmente, la leadership assume una configurazione profondamente diversa se osservata in una multinazionale a Chicago o in un gruppo di giovani donne afghane che cercano di affermare primariamente una identità di genere, tale da sdoganare poi una potenzialità di “leadership al femminile”. Cito l’Afghanistan per la mia esperienza diretta sui temi di International Development, ma sappiamo che la materia attiene a innumerevoli altri contesti.

Non trascurabili, infine, sono tutti i casi in cui il leader acquisisce fattezze frutto di imitazione di modelli culturali profondamente diversi da quelli del paese in cui agisce. Chi guida deve tenere in necessaria considerazione il contesto culturale in cui è immerso, evitando di nuocere alla comunità e di tradire il significato profondo della leadership stessa: guidance come funzione etica preposta a presiedere ad una crescita collettiva, consapevole e attenta ai bisogni delle nuove generazioni. Leadership è responsabilità nel fare bene, per lasciare a chi verrà poi (è il tema della “legacy”).

 

Ascolto e adattività

Abbiamo costruito nell’immaginario collettivo un concetto di leadership basato su quello che definirei un pregiudizio supponente: il leader è necessariamente un vincente. Abbiamo così fatto coincidere “leadership” con una dimensione egoica e auto-riferita di un individuo capace di assommare in sé una serie di elementi simbolici esteriori spendibili presso il pubblico. Ma questa dimensione è destinata a divenire obsoleta.

Personalmente, scorgo le caratteristiche della leadership oggi in “un individuo in ascolto”. Da una condizione di partenza in cui il leader aspira ad attuare ogni strategia possibile per consolidare potere e notorietà (someone “to be known”), si transita progressivamente alla costruzione di una relazione di reciprocità, di serio lavoro e di fiducia con la propria audience (someone “to be trusted”). Il vero leader assimila, impara, recepisce e muta in modo adattivo rispetto al contesto di riferimento e all’input che da esso proviene.

Il leader assurge, così, a dimensione individuale capace di interpretare il cambiamento e di riversare nella collettività un messaggio, un comportamento, un approccio (al pensiero o al fare) accessibile ai più. Ritengo non si possa parlare di leadership laddove questa non diventi un “bene partecipato” da una collegialità di individui. Il leader non è più solo voce per sé, ma è voce che racconta la storia di molti. Il leader non è più “estraneo da noi”, ma lo riconosciamo perché parte della nostra identità.

 

Osservazione e conoscenza autentica

La leadership si forma grazie alla capacità di saper dialogare e di ritrovare il contatto con una dimensione interiore spesso perduta. Siamo protagonisti di un processo evolutivo dove la nostra razionalità è stata resa, gradualmente, sempre più distante dall’emozione. Il progressivo distacco, e il conseguente non dialogo, tra la parte razionale e la parte emozionale-sensoriale ha condotto ad una compressione della sfera creativa.

È capace di leadership (e ne è anche tutore) chi ha il talento dell’osservazione, dell’elaborazione critica e della ridefinizione di processi e percorsi pur consolidati dall’uso o dalla certezza dell’abitudine. Il leader promuove una dinamica originale e unica in cui il pensiero e l’agire si alimentano di parole, immagini, segni, combinazioni, associazioni, suoni, odori, gusti.

La sfera sensoriale delle molteplici manifestazioni dell’esistenza può essere compresa solo ed esclusivamente se si ristabilisce appieno la stretta relazione tra la dimensione razionale ed emozionale. Il vero potere sta quindi nell’intuizione.

Pensiamo alla figura del leader nelle civiltà del passato, quelle che portano con sé una componente ancestrale cui noi tuttora apparteniamo, sebbene appaia oggi dimenticata. Il leader è il saggio. Il saggio è colui che conosce. Eppure, la conoscenza in quanto tale si pone già su un piano minore rispetto alla saggezza. Nella società contemporanea, la conoscenza è stata sostituita dai dati. Dati che sono spesso frammentari: offrono informazioni, ma non offrono necessariamente risposte. E le risposte, pur offerte, talora non sono sufficientemente critiche (nell’accezione del “giudizio”) al punto di saper generare saggezza.

Occorre, quindi, sapersi riconnettere.

 

Inner-self e intimità

Usciamo, per un attimo, dal linguaggio oramai quotidiano dove il termine “connessione” ha assunto una prevalente sfumatura tecnologica, tornando a riappropriarci del significato originario.  Il nostro inner-self recupera la forma del dialogo con l’inner-self di chi è “altro da noi”. Certo, questo avviene anche attraverso la tecnologia, ma non solo attraverso di essa. Leadership è recupero di un linguaggio perduto che tocca un piano di “intimità” verso l’altro e che parla di “fiducia”.

Possiamo così sovvertire positivamente la credenza per cui il leader è il vincente per antonomasia. Da questa nuova prospettiva di osservazione, leader è chi, avendo nutrito nel tempo una autentica dimensione empatica, arriva a gestire anche la sconfitta. Solo una presa di coscienza sincera forma la leadership di domani: persone capaci di condurre la vera trasformazione e di tenere sempre vivo il senso dello stupore.

 

Credits

L’articolo “LEADERSHIP: INTUIZIONE, ETICA E BEHAVIOR.” di Alberto Zavatta ha contribuito alla redazione del manuale edito dal Sole 24 Ore “[Primo] non comandare”, di Pierangelo Soldavini, Francesco Pagano e Natalia Borri, in edicola con il Quotidiano a partire da sabato 22 maggio.

Il libro condensa opinioni e idee raccolte nel viaggio di Ceo Confidential, un progetto multimediale sfociato in una serie di 45 videointerviste sul sole24ore.com in cui sono stati intervistate le voci più fresche e distintive del nostro tempo – amministratori delegati, startupper e personalità dall’Italia e dall’estero, che nelle imprese e nelle organizzazioni stanno portando il cambiamento nelle sue diverse componenti: sostenibilità, leadership, trasformazione digitale e new tech.

https://www.ilsole24ore.com/art/i-10-comandamenti-ceo-futuro-partono-primo-piu-semplice-non-comandare-AEJkZjK

 

About Alberto

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Three proprietary and exclusive Methods for research

Alberto Zavatta has developed in the past 25 years three proprietary and exclusive methods for research, investigation and ideation.

Strategic communication is a perfect combination of observation, listening, creativity, vision and knowledge. It aims at giving a unique and consistent identity to ideas, brands, projects and products .

Analysis, research, strategy, design, digital communication and storytelling merge in a journey designed to suggest the most efficient direction and to generate and validate new ideas; able to define the essence and history of a brand and to give communication an original personality; conceived to deliver an innovative and memorable message.

Let’s discover Alberto Zavatta – Inspiring the next you’s three proprietary and exclusive methods for research, investigation and ideation:

 

CBL – CREATIVE BRAINSTORMING LAB™

CBL – Creative Brainstorming Lab™ is a creative investigation technique – ideated and owned by Alberto Zavatta – that offers inspirational and normative stimuli. It focuses on corporate brand positioning (perceived / known) and product positioning (value / function / potential), defining their relevant features,  identity and personality through a projective, open-minded and  innovative approach.

CBL – Creative Brainstorming Lab™ suggests the foundations for the development of new ideas and new paths, alternative (or integrated) lines of communication and inspires the institutional message.

CBL – Creative Brainstorming Lab™ outputs can impact on the Company’s R&D, marketing, product selection, product design, brand experience, reputation, innovation, product activation and brand identity.

 

BRAND EQUITY PYRAMID STRATEGIC CODING™

Alberto Zavatta’s Brand Equity Pyramid Strategic Coding™ sets out contents and indications such as to be able to strategically guide the choices for the Company and for the brand over a medium to long-term period.

Strategy, people, structure and culture.

The Strategic Coding™ is a connecting tool designed to foster the strategy, inspire the people, consolidate the structure and generate brand culture. It gives guidance, harmonises internal processes, empowers external processes. It also provides a set of values and narrative guidelines to generate the brand  communication and identity in a coherent way over time.

 

AESTHETIC MAPPING FOR DESIGN THINKING™

Aesthetic Mapping for Design Thinking™ is a specific creative research methodology conceived and adopted by Alberto Zavatta over the years on multiple occasions of analytical investigation.

Where it is necessary to trace the dynamics of the market from an aesthetic-value point of view, this methodology is able to intercept the most relevant trends in relation to the object of study (company, brand, product, service) and to integrate them optimally in the strategic positioning and art direction process.

Consumer Behaviour and Emotional Marketing play a leading role, giving Aesthetic Mapping for Design Thinking™ a unique and original feature.

 

Curious?

Curious to discover how one of these three proprietary and exclusive methods for research (or all of them) may encounter your company’s needs?
Get in touch: contact@albertozavatta.com

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/blog/net-engineering-international-strategy-identity/

 

Strategy for the Engineering Company Alpina

 

Alberto Zavatta – Inspiring the next you has carried out an extensive strategic and communication study for the Engineering Company Alpina. The project was conducted with Architect Mauro Panigo on behalf of Contemporary Urban and widely involved the participation of the Company’s Team at different levels and stages of development.

 

The task

The path undertaken with the Engineering Company Alpina focused on multiple aspects of the company’s image strategy, its positioning and its brand communication style with the aim of giving the brand a new, modern, smart identity, without losing its historical founding values and its high capacity of technological performance typical of the engineering dimension.

The integrated creative research for the Engineering Company Alpina aimed at better investigating the values and positioning directions for the development of a new Alpina language and corporate message.

 

The method

The project was developed through the use of Alberto Zavatta’s CBL – Creative Brainstorming Lab™ and Brand Equity Pyramid Strategic Coding™.

 

For an insight on these proprietary methods

albertozavatta.com/blog/three-proprietary-and-exclusive-methods-for-research/

 

Positioning, Brand System and Tools

The research led to the identification of the fundamental guidelines on the brand and projects presentation through the definition of foundational keywords and a clear “tone of voice” that could be immediately associated to the positioning of the new brand Alpina SpA.

The most appropriate ways to find an innovative and original communication balance combining the peculiar qualities of the services offered with a more emotional and appealing dimension (aesthetic-emotional marketing) were evaluated. In fact, creating an ideal brand and product narrative becomes a potential distinctive brand engagement tool.

The strategic output defined the foundations for: the realisation of the new international pay-off “Engineering at its peak since 1954” (creative wording: Alpina > Alps > Mountains > Peak); the new logo design, conceived as an evolution of a former vintage logo of the 70s; a new copywriting style; a complete renovation of the website; a social media plan for Linkedin, including dedicated ADV campaigns; a contents’ lay-out for the corporate brochure, then developed internally by Alpina’s Graphic Design Team.

 

About the Company

Alpina is one of the oldest engineering company, established in Milan in 1954. Formerly owned by the holding companies La Centrale Finanziaria S.p.A. and Bastogi S.p.A., since 1989 it is owned by the professionals who work there. Present shareholders are Guido Peri, Paola Erba, Paolo Galvanin, Marco Bonfanti, Massimo Besio, Paolo Perrotta, Letizia Zanelotti, Adriano Fava, Marco Ghidoli.

Find more about Alpina and check its new website at:

www.alpina-spa.it

 

Credits:

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Most importantly, Mr Zavatta has gained international experience over the years. His portfolio includes global communication projects for major multinationals and national companies. His experience includes all levels of strategic communications and branding. Style, creativity and Italian essence encounter passionate vision, cosmopolitan touch and global culture.

 

Check also:
albertozavatta.com/portfolio/domus-new-pay-off

 

 

 

 

 

Ziba Foods at the Fancy Food Show

 

Ziba Foods Design by Alberto Zavatta 
Winter Fancy Food, San Francisco – January 19 to 21: Ziba Foods.

The launch of the new image and pack design of ZIBA FOODS takes place for the international public. ZIBA FOODS is a young and dynamic brand that offers a selection of dried fruit from Afghanistan. (www.zibafoods.com).

Alberto Zavatta – Inspiring the next you directed and created the new brand and packaging image of ZIBA FOODS. Designer Olesya Panasyugina was in charge of the artistic direction.

It is a fresh and contemporary visual approach. Colours are vivid and combine with a modern food illustration. The design focuses on the communication of the values of healthy nutrients ​​and crunchy taste of the dried fruits.


Ziba means “beautiful”

Ziba Foods is an artisanal nut and dried fruit company. They provide health conscious consumers with delicious nutrient-dense, sustainably grown and socially responsible food sources.

In fact, Ziba sources only the highest quality agricultural products, as they work directly with small-scale farms and cooperatives. And many grow wild without active cultivation.

Ziba combines traditional hand sorting with modern food safety standards. By doing so, Ziba works to restore Afghanistan to its position as a world-renowned provider of nuts and dried fruit.

ZIBA Foods has offices in Kabul, Dubai and New York.

Read also the article of Specialty Food Magazine


Ziba Foods and the EFI Food Initiative (United Nations)

Ziba is proud to have been chosen as a partner of the EFI Food Initiative. A United Nations program run by the International Trade Center and funded by the European Union. The EFI Food Initiative is working to connect food artisans from developing countries to socially and environmentally conscious consumers.

EFI strengthens the capacities of small, marginalised entrepreneurs, and the development of sustainable business models. EFI Food Initiative is working to further the UN Sustainable Development Goals.

Find out more about this initiative here


Special Thanks

It was a pleasure to work with the ZIBA team. Many thanks for this opportunity, Claudia Cellini, Raffi Vartanian and Patrick Johnson.



Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you, Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background, as his experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

About Afghanistan and my last project with the Herat saffron producers, you may also read:
albertozavatta.com/blog/afghanistan-national-saffron-growers/

 

Afghanistan National Saffron Growers




Net Engineering International: strategy, identity

 

Introducing NET Group

The protagonists of today’s challenging journey are the four companies of NET Engineering International Group. NET Engineering Italy, Spiekermann (Germany), Seecon (Germany) and ENGinet /NET Engineering Bulgaria.

NET Engineering International is an independent international engineering and consultancy group of companies. It counts more than 380 staff and 40 M€ turnover. They are active in the smart mobility and transportation sectors, with a core competence in heavy and light rail systems. They serve private and public Clients all across Europe.

NET is a leading Group in multimodal urban mobility, high speed railway connections, sustainable infrastructure asset planning.

The group is Italian (Milan, Rome, Monselice) and German (Düsseldorf, Berlin, Dresden, Duisburg, Frankfurt, Hamburg, Hannover, Magdeburg, Stuttgart, Leipzig, Halle). It also has projects and offices in Bulgaria, Azerbaijan, Serbia, Argentina.

To find out more about NET,  visit the official website


Strategy, Identity: the challenge

How to define a strategic approach to communication? Mostly for a group of engineering companies with specific identities and stories? Different cultures and languages, different operational addresses should be able to integrate and provide conjoint services.

The answer is in a process of investigation and analysis with a creative output.

The approach focuses on people, structures and brands and aims at establishing a new corporate essence for this network.


The investigation tools

Semantic differential approach, Creative Brainstorming Laboratory, brain-writing activity, inspirational mood-boards. These are just some of the tools used in this strategic project.

 

Curious?

Curious to discover how this method may fit your company too?
Get in touch: contact@albertozavatta.com

 


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.

 

The project was conducted and developed with Architect Mauro Panigo on behalf of  Contemporary Urban.


Check also

albertozavatta.com/blog/taking-you-everywhere-net-engineering-pay-off




Taking you everywhere – Net Engineering pay-off






The Consortium Identity Values

 

Opportunities and benefits 

The Consortium identity values are the protagonists of this interview of Alberto Zavatta to Nicolò Mascheroni Stianti. Within the USAID-Funded Program “Women In The Economy”, Mr Zavatta met with Mr Mascheroni to discuss potential opportunities and benefits for a Consortium Brand for Saffron In Afghanistan.

Mr Nicolò Mascheroni Stianti is Board Member of the CONSORZIO VINO CHIANTI CLASSICO in Tuscany. It is the oldest and most prestigious wine consortium of Italy, protecting, overseeing and valorising the Chianti Classico denomination.


A Consortium brand for Afghan Saffron

Talking about the Consortium identity values: What are the strengths of a consortium? How does a consortium brand influence the product positioning? What are the its competitive advantages ? Which role do play the private initiative and the government institutions?

These are the main themes proposed by the interview, within the project followed by Alberto Zavatta in Afghanistan. The project aims at creating a consortium brand capable to protect and promote the Herat Saffron and the territory communities. The local referent of the initiative will be the Afghanistan’s National Saffron Growers Union (ANSGU) based in Herat, where saffron growers are concentrated

Watch the full interview (in english) at the link below:
Interview with Mr Mascheroni

On behalf of the USAID-WIE Teams in Kabul and Herat (Afghanistan), a special “thank you” goes to Mr Mascheroni and to the Consorzio Chianti Classico.

Discover the Cosorzio Chianti Classico here: www.chianticlassico.com


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

The interview with Mr Mascheroni contributed to the content of the post below. 

albertozavatta.com/blog/afghanistan-national-saffron-growers/


Afghanistan National Saffron Growers






Afghanistan National Saffron Growers

 

Meeting with the ANSGU – Afghanistan National Saffron Growers Union

Alberto Zavatta meets the Afghanistan National Saffron Growers Union in Herat (ANSGU) on Sept. 15 and 16 at Hotel Arg. The two-day encounters have highlighted the role of communication and branding for the saffron sector not only in Herat but in the whole Afghanistan.


A Consortium Brand for Herat?

Mr Zavatta has presented a series of relevant corporate communication case studies of premium products worldwide. He has discussed with all the participants about the future of saffron within a protected denomination scheme and a territorial brand vision. The project will take into consideration sustainable and feasible actions of marketing and communication support to this unique, precious symbol of Afghanistan’s food culture.

The Afghanistan National Saffron Growers Union is a national organization established in April 2013 with the scope of coordinating the activities of saffron farmers, associations, companies and other interested stakeholder of saffron industry. 

The Union, founded and guided by President Eng. Bashir Ahmad Rashidi, comprises more than 38 associations and 42 companies and has its main office in the Herat province. 


An initiative promoted by USAID Women in the Economy

The event took place thanks to the USAID-funded program Women in the Economy (WIE). WIE partners with Afghan women to help them find a new or better job. The program supports women-owned businesses or businesses that employ at least thirty percent women to increase their revenues.

WIE works with job seekers, businesses, financial and training institutions, and many other stakeholders. The goal is to help Afghan women make investments in their own success and enter the mainstream Afghan national economy.

To learn more about USAID and WIE, visit:
http://www.promote-wie.com
https://www.usaid.gov


Credits

Founder of the Milan-based agency Alberto Zavatta – Inspiring the next you. Alberto Zavatta is an expert of strategic corporate communication, branding, total identity, emotional marketing, packaging design. Mr Zavatta has gained international experience over the years with global communication projects for major multinationals and national companies. This makes of him a professional with a remarkable background. His experience includes all levels of strategic communications and branding. Mr Zavatta’s approach merges style, creativity and Italian essence with passionate vision, cosmopolitan touch and global culture.


Check also

Are the themes of International Development relevant to you?
You may watch the interviews of Alberto Zavatta to the women of the project “Women in the Economy”. Just follow the link below:

http://albertozavatta.com/blog/usaid-women-in-the-economy-interviews/




USAID Women in the Economy – Interviews








 

 



Communicating Mobility as a branding activity

Alberto Zavatta offers an analysis of communicating mobility , focusing on the importance of a communication content inherent in the project itself and conveyed in the most correct way to a vaste target of users.

Communicating mobility, therefore, as the subject of a conscious branding activity, between the consolidation of the project proponent’s reputation and the citizens’ search for knowledge and accessibility.

The article was published on FLOWS Magazine: here

 

Communicating mobility and performance and ability to adapt, participatory democracy and sustainability

How many times have we wondered whether our western societies are the best result of civilisation we can aspire to today? And where were errors made and where do they continue to be made? And last, but not least, which factors make a decisive contribution to promoting a growing crasis between what progress imposes and what the human being is prepared to cope with – in terms of time, pace of life, ability to respond and adaptivity?

 

What is mobility?

The expression “communicating mobility” contains the keyword “mobility”. So, let’s talk about ‘mobility’, as it is an extremely vast concept. There are many types of mobility, often interrelated, often mutually essential. We have a concept of mobility that refers much more closely (and prosaically) to the dynamic event of movement in space – transport. 

Mobility that is faster and faster, more and more interactive, increasingly integrated with digitalised communication systems, more and more ‘communicative’ with the user and increasingly aimed at being compatible and acceptable. What do I mean? I mean to say that I think we can talk of ‘mobility models’ to the extent that these do not only and exclusively present a question of performance (in the evolutionary prerogative of “today better than yesterday”) but integrate a set of socially-rewarding parameters with it – sustainability, energy saving, health protection, improvement in the quality of life.

And here an alternative (or integrative) concept of mobility emerges, perhaps less prosaic but no less relevant, based on the ability of our thought to sustain performance, to deposit it as experience and understand its meaning. In all this, what is the role of communication and how strategically important is it to think of a mobility project (meaning ‘transport’) without disregarding the final user’s ability to think, understand and remember?

 

Communicating projects

Communication should be given a fundamental value from the very start, as planning a ‘communicating project’ (i.e. able to have an intrinsic message) is different from planning a mere ‘project’. In the first case, giving the project a declared intended content, with values and purposes represents a promise to the community that a ‘mere project’ doesn’t necessarily demand.

While a ‘mere project’ can be pleasing in itself (or for the person that fulfils it), a ‘communicating project’ must be self-explanatory, be shown in its true essence and be liked by a much larger public than its creators. The conceptual, structural, functional, economic, cultural and social components of the project converge powerfully in the institutional message of the work – or service – and outline its contents.

Although the approach through ‘communicating projects’ may be generalist, so able to develop and be successful in a design context (whether or not of transport), I believe it is useful to concentrate our focus here on urban mobility, as the weight and impact of ‘cities’ (urban agglomerates) is growing.

 

Communication and participatory approach

In time, cities will find that they will have to take into consideration, and implement, important measures relating to transport and introduce policies aimed at an efficient and fully sustainable approach to urban mobility. The passage from present to future should have an aim to be achieved by combining socially sustainable strategies and innovative technological solutions – and more. 

The successful measures will be the ones that talk directly about sustainable mobility to the people they were intended and designed for; communicating directly and indirectly will be the discriminating factor, the added value. Thus, the aim is to favour the involvement of citizens right from the start, making them key players in change and participatory in the diffusion of a shared message. The European Commission (EC, COM (2013) 913 final) traced a very clear guide on the participatory approach, describing it as follows: “A sustainable urban mobility plan follows a  transparent and participatory approach. The Local Planning Authority should involve the relevant actors […] from the outset and throughout the process to ensure a high level of acceptance and support”. 

Communication becomes an essential tool in enabling private individuals to take part in public choices, reducing the distances between the public decision-maker and the citizens.

 

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Public engagement

A reference to the recent introduction to Italian law of ‘public engagement’ (Prime Minister’s Decree No. 76/2018 on “method of performing, type and size limits of works subject to public engagement”, adopted pursuant to Art. 22, sub-para. 2, Legislative Decree 50/2016) is almost natural

Public engagement is the expression of the participatory democracy process and takes the shape of interaction (within public, particularly administrative, and regulatory procedures) between society and institutions, which aspires to obtain a unitary result shared by all parties. From this point of view, Article 6 of the Aarhus Convention 1998 establishes specific criteria for the path of participatory democracy to be effective. 

In particular, there are three basic conditions: inclusivity, i.e. the person with knowledge useful for the decision is justified in taking part; timing of participation, i.e. this must occur when all the options are still open and all opinions are valid; the need for a reason, i.e. the participatory process ends with a document that summarises the essential content and presents the possible alternatives for the decision that the institution has to take.

 

Débat public

The ‘Débat public’ is a tool copied from France, which has been applied it since 1995 (Barnier law) to involve citizens in the definition of projects of a certain importance, even before they take on a definitive form. Although the public engagement system is a relatively recent introduction in Italy, it is certainly destined to become highly central for the management of large works, and, as is easy to understand, those that favour mobility (of people and goods) will have a discriminating role. 

Equally, it is to be hoped that a new voice will be given to citizens and the transmission of their needs in the decision-making process.

 

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Mobility and effective communication

Citizens are the reference target group when we talk about large-scale works and mobility (whether urban or not). People live in spaces and move in them not just using different means of transport but also with different functions and different destinations and purposes. The ability to elaborate specific, diversified communication methods is required to reach citizens effectively and efficiently.

Needs are identified and the aim of the design move forward through the investigation of the strategic reasons for the work or service, its economic and financial features, value positioning, sustainability, unique features and what I define as “future history”, i.e. the outlining of content that is the result of the combination of real data, project elements and avant-garde technological solutions. 

Starting to communicate this stage lays the basis of effective communication. Creating the message in the best way means tracing the bases of a strategic-narrative installation that will be able to sustain the values and ideals of the project in time. It draws its identity, makes it visible and tangible verbally and visually. The activation of social screening (quality-quantity geolocalised market research) integrates the contents not only of the project, orienting the results in the best way, but also contributes to determining a refinement of the positioning of the communication through listening to users’ ideas and requests. 

Surveys, workshops and training events concerning urban mobility keep attention focused on the value of communication and promote repeated and periodic co-operation with citizens.

 

Communicating mobility as a “brand”

I come from a context where the consumer is at the centre of the thoughts of someone who does marketing and communication every day – their ‘behaviour’ is the area of exploration, analysis, creation and any amendments. They have to be observed carefully, listened to, ideas connected, and new dynamics of attraction researched yet, at the same time, you mustn’t think that you have absolute, certain knowledge, nor the certainty to gain their preference or deceive yourself into thinking that you’ve won their loyalty and that nothing will change. 

The connecting element between people and our product (or project or service) can be a sign, a word or a colour. We call it brand.

 

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Building a powerful brand

Today, knowing how to communicating mobility requires the communication ability of a brand, i.e. a set of tangible and intangible values able to represent a unique identity and promise an equally unique experience. 

‘Brand’ certainly has an infinite number of other definitions but, with respect to the topic we’re dealing with, it’s what I would suggest is the closest at present.

An accessible, clear, correctly built brand, with contents replenished and transmitted intelligently can help consumers to understand the benefits of sustainable transport, a ‘modal shift’ in mobility or the introduction of a regulation that changes the status quo.

A mobility project that intends to overcome diffidence, suggest a new way of moving, set out non-standard connecting routes among urban areas, and stimulate a more responsible, careful attitude to the environment and natural resources must be able to mix two ingredients, apparently very different but incredibly effective if combined in the right way – ‘reputation’ and ‘fun’. Reputation is an essential component in constructing the credibility of the project and its proposer or implementer; ‘fun’ is the dynamic suggested for the accessibility and exploitation of the project. 

 

The role of reputation

The more the mobility project (brand) is able to acknowledge the preferences, needs, satisfaction and ‘dislikes’ of the community of users. So change the design proposed to generate credibility and trust, the more the reputation is consolidated. In contemporary society, unlike the past, a brand can no longer simply be applied with the sole aim of giving it fame.

 fun becomes the key word in building accessibility and exploitation, particularly in the form of the event.

The brand – designed, reasoned and full of content, turns into physical reality through a tangible manifestation (the event) that results in it becoming collective property and which acts as a sort of ‘preview’ of the permanent experience available to citizens.

 

Communicating for the future

The correct planning of the communication strategy for sustainable, aware mobility is not only a critical factor for achieving a quality result in economic and efficiency terms but also, and in particular a political and ethical responsibility towards the new generations, the ones that will deal with the challenge of the future that we are already immersed in.

Communicating consists of wondering ‘why’ about things and sharing clearly the ‘reasons why’ without forgetting that mobility is best expressed in our thought and in our ability to imagine.

 

Check also

What about getting some inspiration on future perspectives? Don’t miss the voices of Shaping the Unconventional. Check the link below:

http://albertozavatta.com/blog/shaping-the-unconventional-voices-for-tomorrow/

 

Shaping the Unconventional – Voices for Tomorrow