What is the ‘brand’ of the people of Veneto and the north-east – the fundamental characteristic with which we identify? Even after public setbacks such as the high-profile investigations into the Mose project or the ‘grandi popolari’ affair, one pairing remains steadfast: a passion for work, nurtured independently.
And, of course, it should be noted that it is no coincidence that ‘work’ and ‘autonomy’ – which are often reflected in the practical reality of ‘business’ – have always been key terms in public and political debate in the Veneto region as well.
The ‘brand’ of the people of Veneto and the North-East is the focus of a new survey carried out by the CMR-Community Media Research laboratory, whose scientific director is the Vicenza-based sociologist Daniele Marini: ‘Each of us,’ he explains, ‘is recognised for a particular trait that leaves a lasting impression, both on ourselves and on others: a nickname, a way of behaving or dressing. It is certainly only a partial identification, but it is often what defines us. And it is our ‘trademark’ or, to put it in more modern terms, our ‘brand’.” The activities that have developed over time often shape the ‘brand’ of a community too, but it only takes a few historical events to ‘deconstruct’ it.
