Influx suggests that Barilla has made a serious commitment with the Academia, one that works on so many different levels:

1. It gives the brand a cause to get behind- Barilla clearly states it doesn’t regard spaghetti and meatballs as Italian food and they want to protect the integrity of real Italian cuisine

2. It provides a cultural hub- a physical location for the cause

3. It allows the brand to introduce premium line extensions

4. It presents the brand as a thought leader

5. Barilla’s important customers can be entertained and educated at the Academia- and return home as brand evangelists

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