Last week, I was in Milan speaking to 1,500 businessmen at a World Business Forum. Michael Eisner, Colin Powell and Alan Greenspan were also presenting, along with one of the creative geniuses of our age, Renzo Rosso, the Founder of Diesel. Renzo is constantly reinventing fashion, advertising and the in-store experience as he restlessly and rapidly drives Diesel forward. This is a brand based on belief and experience. One of my favorite things last year was to go up to Renzo’s farm in the hills, close the doors, eat suckling pig and drink the red wine he produces on the slopes just outside. Meanwhile, back at the forum, the participants lapped up the two days (having payed, I think, around 2,000 euros per delegate for the privilege) and the feedback was tremendous. I focused on making the world a better place through business, with a strong call to arms on sustainability at the individual level. We also used the occasion to launch The Lovemarks Effect in Italian and the initial reaction has been fantastic. L’Espresso ran a few pages on the idea just prior to the conference. There was also a lot of interest from marketers in Milan as to how they could add emotion and passion into their brands locally. I met the principals of Illy and Lavazza coffee within minutes of each other and both had the same aim - to really establish their brand as a preeminent Lovemark.