Enhance the excellence of Made in Italy, the beauty and taste of Italian brands in all sectors, from industry to services. This is the goal of the ‘Brave Italy!’ Project, launched by Confindustria and entrusted to Renzo Rosso by President Carlo Bonomi. The first step will be to map the enormous Italian production potential, to bring out the best excellences in the various sectors, collecting ideas and contributions from the voices of entrepreneurs and associations. Companies and production companies will be selected from those with a high propensity to export and brand recognition, “sector leaders” and with a high degree of investment in innovation and research, oriented towards environmental and social sustainability, and start-ups in sectors and markets emerging.