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Explore the concept of beauty as Italy's competitive identity in this TEDxMilano talk by Maurizio Robilant, entrepreneur and founder of the "Italia Patria della Bellezza" Foundation. Discover how Robilant, drawing from his 30 years of experience in branding consultancy and support for Made in Italy, proposes to create a unique competitive identity for the country. Gain insights into the intersection of aesthetics, culture, and national branding as Robilant shares his vision for leveraging Italy's renowned beauty as a strategic asset in the global marketplace. Learn how this approach could potentially reshape perceptions of Italy and influence its economic and cultural standing on the world stage.
