Funny thing about Italy. There is next to no advertising. Very little discussion about the web.
And everyone rides a Vespa — while smoking — and drinking a coffee.
All they do is eat, drink and make merry.
Interestingly though, the Italians gave birth to what was the first global brand: SPQR.
SPQR stands for the "Senate and the Republic of the People of Rome."
You can still find it etched into stone on memorials and buildings across Europe.
Saatchi & Saatchi CEO Kevin Roberts notes in his recent book "Lovemarks: the future beyond brands" SPQR was "one of the most feared and respected trademarks in the world." Four letters that told you the mighty Roman Empire was nearby.
"Over the centuries trade increasingly stretched past local boundaries and the importance of trademarks increased. Its fine to trust the local blacksmith. You could check out the forge, bite the metal, ask around. But the weird guy bringing iron implements from the next village? Not so easy. Trademarks moved up a notch from simple name tags to marks of trust and reliability" Roberts continues.
See the trip was not completely wasted.