Thursday, November 24th, 2022, 18:30 – 20:00
Auditorium West Campus, USI Lugano
Entrance is free
Niccolò Branca is an Italian business humanist and writer. Since 1999 he is president and CEO of the Holding of the Branca International S.p.A Group. The historic brand produces the world-famous drinks Fernet Branca and Branca Menta, as well as many others.
His leadership represents the fifth generation of a family in business, identified since almost two centuries with a unique drink: a secret medicinal herbal remedy now shaping the imagery of the Milanese social wellness and urban life.
The company is today led by the principles of the “economy of awareness”, a business concept based on humanistic principles applied to the organization throughout the entire value chain. The motto “novare serbando” links the idea of innovation evolving with the market trends and consumer needs while preserving the cultural heritage through the ancient entrepreneurial values of the Branca family.
Two of the last books authored by Niccolò Branca are Per fare un manager ci vuole un fiore (Mondadori 2013, Marcos y Marcos 2020) and Economia della Consapevolezza (Macos y Marcos 2019).
The event is organized by USI UNESCO Chair in collaboration with