Lifestyle Brands—A Guide to Aspirational Marketing

STEFANIA SAVIOLO is a Professor in Management and Technology at SDA Bocconi in Milan, Italy. She teaches in the SDA Bocconi Strategic and Entrepreneurial Management Department and is Director of the Master in Fashion, Experience, and Design Management Division. She has a degree in Economics from the University of Bocconi, a Ph.D in International Law and Economics, and has studied at the Stern School of Business, New York University. Her interests are in competitive strategies in the style and fashion sectors, internationalization strategies, and brand management. She has published widely in Italian and in the Harvard Business Review China.

ANTONIO MARAZZA is the CEO of the Milan office of Landor Associates, one of the world's leading branding consultancies, and is a member of the European board of directors. His branding experience covers a wide range of industries, including financial services, consumer goods, B2B, oil, leisure, and luxury in brand strategy, naming, corporate branding, and product branding. He worked for seven years with Burson-Marsteller in Italy developing experience in public relations and public affairs. He has also worked with the Milan Chamber of Commerce, where he initiated and ran the communications and publishing department. He presents lectures on branding at several Italian universities and has a degree in economics and business from Bocconi University, Milan, Italy.