Brochures—whether corporate or financial—catalogs, annual reports, sustainability reports, and factsheets, in both digital and print formats, are the hallmarks of corporate communication. More precisely, they serve as the vehicle through which corporate culture travels, acting as a producer and disseminator of knowledge.
The way a company presents itself, and the underlying storytelling woven into its communication, form the cornerstone of corporate publishing. This narrative doesn’t merely reflect the brand’s core values; it is also carefully crafted to resonate with the language and expectations of its stakeholders.
Corporate publishing finds expression in a variety of multimedia formats: on paper or digital platforms, through symbolic or descriptive imagery, in motion or static. Regardless of form, everything must align with the guiding idea that embodies the company’s DNA.
The skill of those who design corporate communication lies in their ability to adapt this core idea across multiple formats without compromising its essence—expressing, potentially without limits, the company’s unique identity.
The Corporate Publishing Project in the Age of AI
How is corporate publishing changing with the advent of Artificial Intellegence automations? What does it mean to create content in the era of ChatGPT? And further, what value does printed corporate publishing still hold in a time of digital dematerialization?
These are pressing questions for anyone involved in shaping brand identity.
As Antonio Romano aptly puts it: “Understanding a company’s DNA means understanding the space it is able to define—even without showcasing its products.” Without clear direction and governance, no automated system can guarantee the quality and coherence necessary for consistent communication across the entire corporate ecosystem. A brand is ultimately a promise—and if that promise is fulfilled, it becomes reputation.
While digital technologies have made corporate publishing faster, they have also risked making it more superficial. Today, there is a growing need to return to accuracy: in the text itself and in the way it is delivered. There is a renewed call for more authorial contributions.
It is often said that every company is now a media company—a publisher of its own content. But being a true publisher means possessing a clear vision of the world, one that is expressed exclusively through the quality of its authors.
