July 14, 2023, Milan. The third edition of Best Brands Club begins, an exclusive think tank that brings together the strongest brands in Italy in the now consecrated location, the prestigious Mudec in via Tortona in Milan.

The initiative was launched in 2021 thanks to the contribution of GfK and Serviceplan Group, with the support of UPA, to meet the demand from many companies to analyze the data behind the ranking and understand the motivations.

This year, the Club starts with an initial meeting in which 10 brands at the top of Best Brands 2023, moderated by Giampaolo Colletti, journalist and marketing expert, confront the data presented in March to define what it means today to be a Best Brand.

The protagonists of 2023 are Amazon, Dash, Nutella, JBL, Lego, Mattel, Microsoft Xbox, PayPal, Samsung, and Tempo. Each of these brands brings its experience to the working table and will contribute to the drafting of Book THREE, to be released in March 2024 on the occasion of the ninth edition of Best Brands Italia.

While in 2022 the central theme of the discussion was "Multidimensionality," leading to an additional award for the brand that best expressed itself in all four categories (Best Friend), this year the discussion started under the sign of "Multigenerationality."

The scenarios presented by Beppe Minoia of GfK and the intervention of Nicola Palmarini, director of the "UK National Innovation Centre for Aging," highlighted the economic opportunity of a longer life and the implications of coexistence on the planet at the same time with five different consumer generations.

All of this - discussed during the meeting - leads to the need to reconsider the concept of the "target" and how a brand should position itself in the face of such a proliferation of potential targets and behaviors.

Also this year, the Book of Best Brands will be made available in digital format to all those who passionately study and follow the evolution of the brand as a driver of consumption and our economy."