We the Italians is pleased and proud to announce a new partnership with the Associazione Marchi Storici d'Italia, to tell through a column on our monthly magazine the story of historical trademarks that represent Italian excellence in all fields of business.

The Historical Trademark cannot be considered only as a symbol of family memories and traditions, but must be treated as a strategic lever for the enhancement of the Brand, a topical marketing tool as an additional and powerful element in the creation of value for the entire corporate business; a “historical root and active memory,” to use a definition adopted by the Associazione Marchi Storici d'Italia, as a bridge between enhancing the know-how handed down through generations and the ability to innovate for the future.

The Association was founded in 2021, in the wake of the establishment of the Registro speciale dei Marchi Storici di Interesse Nazionale (Special Register of Historical Trademarks of National Interest) established at the then Ministry of Economic Development in 2019, on the initiative of a small group of entrepreneurs with very diverse historic brand companies, but linked by a strong desire to claim recognition and a leading role for all Historical Trademarks: Antinori, Benetton, Conserve Italia, Ekaf, Gabetti, Inghirami, Lucano, Terme di Saturnia. 

The Association aims to promote at all levels the strategic importance of Historic Brands and give them impetus as a lever of competitiveness and internationalization, helping to enhance the Italian image.