Today, the 2026 General Assembly of Centromarca – the Italian Association of Branded Goods Manufacturers – was held at Palazzo Mezzanotte in Milan, opening with remarks by President Francesco Mutti.

Moderated by Daniele Manca, Deputy Editor of Corriere della Sera, the discussion featured Alberto Dalmasso, Giuseppe Lavazza, Giacomo Ponti, and Antonio Marcegaglia, Chairman of Marcegaglia.

“Many of the values traditionally associated with brands are also highly relevant to a product such as steel. Although steel is considered a commodity, the choices made by our customers – manufacturing companies and distributors – are increasingly driven by suppliers that can enhance the value of the product,” Chairman Marcegaglia emphasized. “Competitive pricing alone is no longer enough. The strength of the company, its reliability, the quality of service, its reputation, and the overall image of the brand all play a decisive role.

There are also other dimensions linked to the product itself. For example, CROMATICA by Marcegaglia, our latest innovation, combines design, aesthetics, and new applications with the traditional qualities of steel. Today, even in the world of commodities, the difference is not determined solely by what you produce, but by the value you are able to build around your product.”