Last but not least: Berlusconi tries his hand at rebranding
Silvio Berlusconi's party is struggling with its tarnished image. A marketing firm has now been tasked with turning things around and designing a new name and logo for the Italian prime minister's party.
Soon Berlusconi's group will no longer be called "Popolo della liberta" (PdL/People of Freedom) but "Popolari" (People's Party), according to the Roman daily Il Messaggero. It can't hurt that the popularity of the strongest governing party is on the decline according to the latest polls. The new name is intended to evoke memories of the great party of Italian Catholics founded by the Sicilian priest Luigi Sturzo in 1919. In addition, the Prime Minister wants to avert a possible copyright claim to the PdL logo by his former ally Gianfranco Fini. (The PdL was formed in 2009 from the merger of Berlusconi's Forza Italia grouping and Fini's right-wing Alleanza Nazionale). However, a new name alone is not enough, and Berlusconi is aware of this. The prime minister has other good ideas up his sleeve: for example, getting more women into management positions. Good idea, that way everyone benefits!
