NPM: So far we have talked about luxury from the point of view of consumers. Marco, you made an interesting point that seems worth going back to. In addition yo the idea of aesthetic education, which we have already touched on, there is also the idea of enhancing and valorising crafts (a typical Italian quality) We don’t only need writers, poets or top managers, there is a production process, a chain that must be preseved, and manual labour and artisans are characteristic of the Italian way, that still has, in some segments- Marco you spoke about districts-the fashion and design areas for example, all the production stages in Italy. This is extremely specific and a typical Italian trademark, allowing us to produce excellence and iconic pieces, an idea you both mention in your books, to quote one: Ferrari. A true Italian icon. We have said then, we have a great choice but there are brands that develop such a strong and instantly recognizable identity that they absorb what belongs to other worlds as their own. Besides design then, is there brand design?