Lecturer and Researcher at Politecnico di Milano, where he holds the chair in Brand Strategy and Development, and Visiting Professor at Tongji University in Shanghai, where he leads the Italian Style workshop. At Politecnico di Milano, he is also Director of the executive course Licensing & Brand Extension, a high-level training hub on premium licensing, unique in its kind.

He conceived and coordinates EXTRA, a research center dedicated to studying and developing new marketing-design strategies to enhance, position, and reposition brands in the high-end market segment.

He is Director of the international Master in Brand & Product Management at MFI (Milano Fashion Institute), an inter-university consortium founded by Università Bocconi, Università Cattolica, and Politecnico di Milano.

He is the author, among others, of the following volumes: Dizionario del design (1993); Automobile. Glossario dello stile(2001); Be Different. Il valore attrattivo del brand design nelle imprese (2005); Lusso Necessario. Trasformare prodotti e servizi in brand alto di gamma (2008); Nuove Tradizioni: metodologia, stile, coerenza (2008); Sport e stile (2011); From Italy: l’unicità del saper pensare e fare italiano (2014).