The Future of Institutional Branding

Rome, June 30, 2026 – Public communication, marketing, trust, innovation, and public value are the central themes of the presentation of the book ‘Brand pubblico. Il futuro della PA tra comunicazione e marketing’, written by Francesco Giorgino, Luca Giannantoni, and Lucio Lussi, published by Rubbettino with a foreword by the Minister for Public Administration Paolo Zangrillo.

The event will take place on Monday, July 6, 2026, from 5:00 p.m. to 7:00 p.m., in the Sala della Regina at the Chamber of Deputies, Palazzo Montecitorio.

The meeting will be an opportunity to open a discussion on the increasingly strategic role of communication in the transformation of the Italian Public Administration. A PA that can no longer be described solely as an apparatus, procedure, or compliance, but as a daily experience for citizens, businesses, territories, and communities.

Among the speakers at the presentation will be, among others, Senator Paolo Zangrillo, Minister for Public Administration; Hon. Saverio Congedo, Chamber of Deputies; Prof. Gaetano Manfredi, Mayor of Naples; Prof. Maurizio Serio, head of the Rome office of Rubbettino; Prof. Massimo Osanna, Head of the Department for Cultural Activities at the Ministry of Culture; Counselor Marco Villani, Deputy Secretary General of the Presidency of the Council of Ministers.

The authors Francesco Giorgino, Luca Giannantoni, and Lucio Lussi will be present. Moderators will be Giulia Massarelli and Domenico Bonaventura.

The book offers an innovative reading of the relationship between institutions and citizens: the public brand is the perceivable form of the public value generated by administrations, and not just an image, logo, or promotional campaign. Every service, counter, digital platform, information campaign, response time, and administrative language contributes to building reputation, trust, and institutional recognition.

In the book, the authors also propose the model of the Public Brand Value Telling Journey, a circular path through which a Public Administration defines, co-produces, narrates, and measures its public value as an institutional brand. This approach goes beyond the idea of marketing as mere final promotion and interprets it as an infrastructure of listening, design, storytelling, experience, data, and accountability.

From this perspective also comes the proposal for a new phase of public communication: the phase of the public brand, in which the task of the PA is not only to inform or manage digital channels, but to make the public value produced by policies and services narratable, measurable, and shareable.

Event details
Presentation of the book ‘Brand pubblico. Il futuro della PA tra comunicazione e marketing’
Monday, July 6, 2026, 5:00 p.m.–7:00 p.m.
Chamber of Deputies, Palazzo Montecitorio – Sala della Regina
Entrance: Piazza di Montecitorio

To provide the names of participants: brandpubblico@gmail.com.
For men, wearing a jacket is mandatory.

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