La Filippa, the intangible value of a brand in a paper edited by Amapola
Communication, reputation, consensus. An Amapola paper on the La Filippa landfill case study.
How much do intangible assets mean for a brand? What is the value for an organisation of intangible assets – which are no less substantial for being intangibles – like communication, reputation, innovation? These are the questions examined by the Reputation Paper edited by Amapola for La Filippa, the sustainable landfill in Cairo Montenotte (in the Italian province of Savona).
The La Filippa Reputation Paper and the role of communication for the brand
Reputation, intangibles and brand are particularly important topics in a complex business like waste management, especially as regards final disposal, the target of constant criticism and prejudice and subject to high reputational risks. In a business that is difficult to administer, management is often in danger of assuming entrenched positions, of not wanting to communicate, of trying to be invisible and ignored. This is why it is important to make clear that communication and its effects on reputation can, on the contrary, have very tangible repercussions and impacts on the company and its ecosystem, extending to the economic level.
«La Filippa is a unique story of entrepreneurial courage in Italy,» says Amapola partner Sergio Vazzoler. «Taking on the most contested area of the waste industry, the landfill, and redesigning it through a new approach, was a challenge that was accepted and won thanks to transparency, confidence in communication processes and, even more important, the determination to pursue the concept of “renewal”, applied equally to the environment and the community. And the great merit of this project is that it created a reproducible model.»
From the Paper
“La Filippa’s reputation has become the mainstay of the entrepreneurial success of a brand that today enjoys a solid and widespread consensus, far beyond the region in which it operates.” This is the outcome of a strategy in which action and communication interact, in which “the bar of the ability to listen to and analyse the context in which the company operates” is raised every day, “so that the company can act and appear for what it is, motivating every decision, going beyond the superficial into the merits of each request and concern”.
