Stepping back to go forward - The Rapelli case


Master in Corporate Communication

22 March 2018

If you know where you come from, you will know where to go. You can use this sentence for two purposes: getting likes on Facebook easily or building a successful corporate brand strategy. Rapelli chose the second option. 

Ivan Trezzini, marketing manager at Rapelli SA and former MCC student, this morning showed the importance of brand origin and essence to our Master students. He welcomed the students at the company headquarters, where students got first-hand insights on how to dig into the brand history to renew corporate storytelling. Rapelli did it and – according to the data – became the most recalled company in its industry, in Switzerland. Stepping back to go forward, in other words.

A great opportunity to see how to apply what was discussed in class and – last but not least – taste their salami!