Mauro Porcini

But again, customizations of products.

And this happened in fashion.

You go to Nike.com and you can totally build your shoe from scratch.

Just as an example.

You can do that with cars too.

Why can't you do that with televisions?

Exactly.

And then all the way to in the portfolio, you can have multiple choices of different kinds of designs for different kinds of needs.

Now, if you do this, there is no way you can build an identity through your products.

So the identity is going to be built in our world, first of all, through the branding on the product.

So we need to be

smart about how we brand the products.

And then it's going to be built through the brand identity in visual communication.

And then it's going to be built through the experience in retail, events, or any time you experience the brand.

And then what is linking everything together, the glue of everything, is the brand purpose, the philosophy, the vision.

Now,

This is more common in other industries, like in fashion, you know, even though you have a language, if you buy Prada or Gucci or many other brands, they offer you products that are super minimalistic and then they go all the way to different kind of languages within the same brand, the same portfolio.

But in tech is not the habit.

And so you can choose.

You can be one of those brands and those companies with a very, very clear identity.