Palazzo del Ghiaccio
10:00 - 12:30

Startup Branding Canvas by Luigi Centenaro

Define the first prototype of your Startup’s Branding Strategy

Through several pivots Branding is always the last thought.

Startups do however require a lean and visual tool to develop their Branding strategy, align their team, set communication priorities and brief the professionals who’ll take care of the promotion.

Utilizing the Branding Canvas the participants will be able to identify the first prototype of their Branding strategy.


  • Startup Branding: rationale and key insights
  • Introduction to the Branding Canvas
  • Definition of Brand Promise
  • Brand Positioning: define how to differentiate from the competitors
  • Ideation of communication initiatives
  • Definition of an Investment Plan: what to do to ensure everything gets done
  • Who is Luigi Centenaro

Who is Luigi Centenaro

Founder of BigName, the first organization entirely specialized in the innovation of people and teams within firms, first Personal Branding Strategist in Italy and father of the Personal Branding Canvas, the practical method and in one page to effectively do Personal Branding. Co-Author of the book Personal Branding, published by HOEPLI and attached to the Il Sole 24 Ore, author of the Personal Branding in the Firm volume, distributed by Asseprim – Confcommercio and curator of the Italian edition of the volume Business Model You by Tim Clark (HOEPLI), Business Model Team by Tim Clark and Bruce Hazen (HOEPLI) and Personal Branding for the Manager by William Arruda and Deb Dib (HOEPLI).

After a long experience in large multinationals where he took care of development, sale and marketing of internet services, he developed, the first Italian website entirely dedicated to this topic.
Professor of Personal Branding for the Bocconi Business School MBA, St. Gallen University MBA, the MIP MBA, the IULM University, IED, Master in Digital Strategy at the Politecnico di Milano, the H-Farm MADE, the Università Ca’ Foscari of Venezia and Il Sole 24 Ore Business School courses.

(*) the time and room might be subject to changes.
Please be reminded that to be granted access to the workshops you’ll have to register on the Eventbrite’s event here