Brand & business growth leader — Milano

From Brand
to Business
Growth

Almost a decade at Interbrand taught me how strategy creates value only when it changes decisions.

My work gradually evolved from brand consulting into client leadership and business growth — helping organisations grow through clearer thinking, stronger relationships and better commercial outcomes.

See my work → Download CV LinkedIn ↗
Filippo Narcisi at the Inter Training Centre, Appiano Gentile
A grid of iconic brand and cultural moments
Brands & culture

A 360° view

There are countless examples.

Products.
Politics.
Football.
Food.
Cities…

A few are enough. I've always been curious about how brands shape the way people think, choose and behave — whether in business, sport or culture. Those patterns often explain why some organisations stay relevant while others don't.

9+Years in strategic consulting
€5M+Business contribution
10+International clients
C-suiteSenior stakeholders
About

Turning complexity into clear decisions.

My fascination with branding didn't start in a boardroom. It started with noticing how anything around us — a city, a street, a place I'd never been to — already tells a story before anyone tries to shape it. Companies aren't that different. Every organisation tells a story. The interesting part is making sure that story creates value.

Over almost a decade at Interbrand, my role evolved from strategy projects into client leadership and business development. Working with senior stakeholders taught me that good strategy isn't about having the smartest idea — it's about helping people make better decisions together.

I'm still learning. That's exactly what motivates me. I enjoy complex environments, ambitious teams and the challenge of turning strategic thinking into measurable business results.

Filippo Narcisi in Singapore
Moving around — Singapore
Apple Marina Bay Sands at night, Singapore Singapore skyline reflected at night

Strategy only matters when it moves the business.

Working principle
Expertise

What I do

A business-first approach to brand — commercial judgment, senior relationships and structured execution, increasingly augmented by AI.

Commercialimpact Business growth Client leadership Strategy & AI
001

Business growth & commercial impact

Connecting strategy to revenue and measurable outcomes, keeping the business case front and centre.

  • Revenue & business-case thinking
  • Negotiation & sales — JAWS certified
  • Go-to-market & growth strategy
002

Client leadership & stakeholder management

Building and holding senior, C-level relationships through clarity, trust and negotiation.

  • C-level relationship management
  • Decision-making & alignment
  • Active listening & team leadership
003

Strategy, innovation & AI

Analytical rigor and structured execution, using AI to sharpen thinking, speed and quality.

  • Positioning, analysis & program management
  • AI-powered workflows & prompt design
  • Storytelling & public speaking
Experience

Where I've built it

Director-level · Brand consulting

Interbrand

Interbrand — brand and culture moments Interbrand — team session Interbrand — strategy workshop Interbrand — the people behind the work

The core of my journey — leading complex engagements, senior stakeholders and business impact, with a €5M+ personal contribution in recent years.

Specialist · Media & entertainment

Sky Italia

Sky Calcio — TV studio, on set Sky Italia — broadcast control room

Early, specialist-level exposure to media and entertainment — content, audience engagement and execution.

Founder-led · Consumer app · 2016–2018

iFlit app

iFlit app — product development desk iFlit — designing the identity iFlit — the founding team iFlit — where brand becomes experience

Founded and led a mobile discovery platform for local venues and events, from product strategy to partnerships, community and go-to-market — before Interbrand.

Perspective

Writing & recognition

Notes on brand, business and culture — plus published recognition.

Recognition

A real case study — the Invicta turnaround, work carried out by Interbrand — is featured among the classic examples in Philip Kotler's Marketing Management.

Invicta went from a generational icon (the "Jolly" backpack) to near-collapse, then rebuilt itself through strategic repositioning and brand equity — a textbook example, cited by Kotler, of how a mature brand can escape decline.

"Listen to the consumer — needs change, and a company must evolve beyond its original hit."

Case Invicta — brand turnaround Company Interbrand Framework Kotler · repositioning & brand equity
Read the analysis

The crisis (1990s–early 2000s). Born making military bags and turned into an '80s–'90s icon with the "Jolly" backpack, Invicta declined sharply at the turn of the millennium — a case of marketing myopia, failing to adapt the product to new needs and losing ground to more dynamic competitors.

The turnaround. Interbrand rebuilt the brand on repositioning and brand equity: extending from a purely school-age target to a broader urban, lifestyle audience; shifting from selling objects to selling values (adventure, travel, heritage) — Kotler & Keller's augmented product; and moving from traditional promotion to relationship marketing that re-engaged stakeholders to rebuild trust.

The lessons. Listen to the consumer — needs change, and a company must evolve beyond its original hit. Manage the product life-cycle — repositioning can rejuvenate a mature brand before terminal decline. And protect brand equity — the emotional attachment to the name turned nostalgia into a strategic lever for new audiences.

Filippo Narcisi — portrait
Il Problema Sbagliato — cover
Il Problema Sbagliato — first page
Essay

Il Problema Sbagliato

Perché il tuo business non cresce — e perché il marketing, da solo, non ti salverà.

Read the opening lines

"Da quasi dieci anni faccio un mestiere che a cena devo spiegare due volte. La versione breve: aiuto le aziende a capire chi sono, cosa le rende davvero diverse, e a farlo vivere alle persone — in ogni prodotto, messaggio ed esperienza. La versione lunga richiede solitamente un'altra bottiglia."

Request the essay · share your wrong problem →
LinkedIn post — brand strategy and sports business
Sports business

Brand strategy meets sports business

A short note on what sports business reveals about brand strategy and growth today.

Read the full note on LinkedIn ↗
LinkedIn post — brand strategy and business transformation
Business transformation

Brand is back. AI is essential.

A note on where brand strategy and business transformation meet, as CMOs rethink both at once.

Read the full note on LinkedIn ↗
LinkedIn post — Singapore place branding
Place branding

Singapore: place becomes brand

A city doesn't need deep history to build deep identity. With vision, design and partnerships, place becomes brand.

Read the full note on LinkedIn ↗
LinkedIn post — Alaska Summit, brand narrative
Brand narrative

Alaska Summit: when narrative outpaces fact

A reflection on brand narrative and legitimacy — what happens when a consistent story earns more trust than fragmented truth.

Read the full note on LinkedIn ↗
Il Problema Sbagliato

What's your wrong problem?

Vuoi ricevere l'essay completo, o raccontarmi il problema sbagliato che stai risolvendo con grande determinazione? Scrivimi qui — rispondo sempre.

Selected clients

Trusted by

Ferrari, FC Internazionale Milano, Samsung, Lumenis and Allianz, alongside Molteni, Strauss, CDP, KKR, Sisal, Edison, Jardine Matheson and Moleskine — among further engagements under NDA.

Full case studies available on request.

Education

Foundations

2017–2019

Master's — Brand Management & Business Strategy

IULM University, Milan
2016–2017

Open Innovation Lab — Business Accelerator

Entrepreneurial mindset · strategic thinking · business development
2013–2016

Bachelor's — Public Relations & Corporate Communication

IULM University, Milan
Contact

Let's build something.

Emailfilipponarcisi6@gmail.com↗ LinkedInFilippo Narcisi↗
Based inMilano, Italia
Start a conversation →Download CVLinkedIn ↗