Patrizia Musso

Patrizia Musso (Milan, January 15, 1969) is an Italian scholar, known for introducing some neologisms, including Advertainment (a strategy capable of blending the worlds of advertising and entertainment), glass testimonial (unfamous person featured in advertising as transparent endorser), and Slow Brand, (a new way of building content in the field of corporate communication giving importance to time and people).
University professor, author, trainer, and business consultant, primarily active in the field of corporate communication, is also specialized in advertising and branding.
==Biography==
Graduated in Philosophy and Literature with a mayor in Social Communication, she pursued a three-year postgraduate specialization in Marketing and Corporate Communication. Since the mid-1990s, she has held the position of Adjunct Professor in brand communication at the Catholic University of Milan. From 1998 to 2004, she worked as a desk researcher and senior trainer for the international company Arkema, based in Paris and owned by Andrea Semprini, an Italian scholar specialized in branding. During her tenure at Arkema, she focused on strategic training and semiotic research applied to brands for significant clients, mostly in the Advertising, Food, and Fashion sectors.
In addition to her desk research activity, she is also a university professor and collaborated with various universities and training institutions on branding topics, covering both traditional and new media. She taught courses on "Brand Promotion" at IULM University of Milan, "Brand Communication" at the IED (European Design Institute) in Milan and in Turin, in the area of Communication, Marketing & Advertising. At the Catholic University of Milan, she has been teaching "History and Languages of Advertising" and "Corporate Marketing and Internal Branding," highlighting the interconnections between External and Internal Branding. 
Since 2014, she has been the Educational Director of the Master in "Account & Sales Management" at ALMED, Catholic University of Milan. From the same year until 2021, she served as the Scientific Director of the Branded Entertainment Observatory (in Italia, Osservatorio Branded Entertainment). Thanks to her extensive expertise on the subject, she curated the Branded Entertainment column for the NC-Nuova Comunicazione magazine. 
Patrizia Musso is also a prolific author since 2005, with numerous books and essays dedicated to corporate communication and brand communication. Among her most significant contributions are well-known neologisms such as advertainment and advertainer (the brand spokesperson in advertainment contents), glass testimonial (a common person, presenting themselves as product-user in a way as transparent as glass), testimonial 3.0 (most commonly sportspeople who promote not only products, but also positive values), slow brand , and slow boss . 
She also founded the first cultural observatory on branding, brandforum.it, in June 2001, and has been its director ever since.
In June 2015, she also conceived and launched the annual event "Slow Brand Festival" in collaboration with brandforum.it, the Italian "Vivere con Lentezza" (Slow Living) Association, and the Giangiacomo Feltrinelli Foundation. Starting from 2018, the event has been enriched by the participation of ALMED - Alta Scuola in Media, Comunicazione e Spettacolo - Catholic University of Milan.
==Books==
She wrote several books about branding and advertising, in Italian.
* "The New Territories of Branding" (I nuovi territori della marca, FrancoAngeli, Milan, 2005, )
* "Internal Branding: Brand Strategies for Corporate Culture" (Internal Branding. Strategie di marca per la cultura d'impresa, FrancoAngeli, Milan, 2007, )
* "Brand Reloading: New Strategies for Communicating, Representing, and Narrating the Brand" (Brand Reloading. Nuove strategie per comunicare, rappresentare e raccontare la marca, FrancoAngeli, Milan, 2011, )
* "Slow Brand: The Socio-economic Management of the Contemporary Brand" (Slow brand. La gestione socio-economica della marca contemporanea, FrancoAngeli, Milan, 2013, )
* "Slow Brand: Winning by Learning to Run More Slowly" (Slow Brand. Vincere imparando a correre più lentamente, FrancoAngeli, Milan, 2017, )
* "Digital Tourism: Journeying Through Clicks" with Alessandra Olietti (Turismo Digitale. In viaggio tra i click, FrancoAngeli, Milan, 2018, )
Category:1969 births
Category:People from Milan	
Category:Italian people
Category:Scholars
Category:Professors
Category:Author