“Salesian Bulletin is not just a magazine but an identity card of the Salesian Family across the globe,” affirmed Flavia in her opening remarks. She spoke about how the SB is different from other magazines, and therefore the need to build it as a unique international brand like world-famous brands such as Coca Cola, Ferrari, Tiffany, etc. She pointed out to the Salesian Bulletins from various parts of the world and asked the audience if they could identify them as one single brand. It appeared that they were different from each other, and therefore the need to build it as a unique brand emerged as a necessity. She exhorted the floor to stay relevant in the market by welcoming change with the times, while she also cautioned that any transformation should be done without losing the identity of the SB.
Flavia Trupia asked the audience, “How should a brand be?” She urged that it should be clear, distinctive, and relevant. She presented several insights that could be used to build SB as a unique brand. “A brand should focus on its ‘Being' than what it has and what it represents,” said Flavia emphatically. According to her, a brand is delicate and creates various opposite emotions like love-hate, interest-indifference, etc. A brand is all about actions, and it should be remembered even in its absence. It builds trust and distrust amidst the audience, and we conquer the customers through our consistency and care. Flavia spoke strongly about how a brand should be distinct from its competitors. The more it stands out, the better it is valued. We should not equate a brand with marketing; it is all about message, direction, and purpose. When we look at the product of communication, these parameters will define the product. A brand should not be forced up; it should be open for feedback.
“SB is not just a magazine but a project of communication for the Salesian family,” said Flavia and continued to compare it to the solar system. According to her, SB is like the solar system where so many activities revolving around, such as education, sports, accompaniment, empowerment, and various other initiatives revolve around it. The members of the Salesian family are the primary users and sponsors of the Salesian Bulletin. We need to build it as a unique brand keeping in mind all these elements.
Speaking about Cross-media, Flavia indicated the process of Ideation, production, distribution, and promotion. It becomes increasingly necessary to do 360-degree promotion. Flavia outlined some of the ideas for building the Salesian Bulletin as a big brand, which was the crux of her presentation. She spoke about the importance of presenting stories, not with self-referentiality, but stories that touch the audience. She spoke about the importance of presenting the stories of the young that happen in the oratories rather than some static information about the Salesian houses. These stories should be written from the perspective of the people about whom we write.
Flavia spoke about the importance of “Networking.” The Salesians are spread across the world, and we have the possibility of narrating stories of the young across the globe. She pointed out that “You must tell the stories of the young people, their artistic expression, sensitivity to the environment, and, of course, write about the poor and needy and the experiences of the Salesian missionaries.”
Talking about the cover page, she insisted that the editors of the bulletin must use live photos instead of stock images. Every picture has something special to communicate to the world. She also suggested that every cover should anticipate the content inside.
Regarding the visual identity, Flavia commented on the importance of bringing some evolution in visuals, logos, and design while keeping up with the signs of the times. Cliché designs and visual elements should not make the bulletin a distant product without any current relevance. She suggested that photos like 'a priest smiling with the boys in the oratory, a boy dancing, a girl playing a musical instrument' can be more appealing than some images of a building or other static realities.
Flavia also spoke about the importance of writing in today's context. She told the editors that they cannot take for granted the audience for whom they are writing.
One of her insights that triggered attention from the audience was when she spoke about 'marginality and pride.' We tend to hide the vulnerability and imperfections of people and only celebrate a few who are successful. We need to celebrate the vulnerabilities of people and take pride in them.
She concluded her speech by saying that communication is in constant flux, and we need to evolve constantly without compromising our charismatic identity.
