From September 29th to October 5th, Jesi [Ancona, Italy] and its beautiful historic centre will host the Brand Festival, , a week-long event entirely dedicated to the brand and its identity. I'll be there too: my speech is scheduled for Friday 30th September between 9.30am and 1.00pm, , during which I will illustrate the concept that has always underpinned my professional approach: Brand Care.