A rigorous process was created consisting of various stages: èèanalysis of all material from recent years relating to the company, its history, its values, its internal climate, its symbols, surveys into external perception and all other available surveys; èè management and management and 1 in-depth qualitative survey carried out as a result of 10 focus groups representing all families and companies, making a total of 120 participants; èè1 quantitative survey involving all employees, to recap the previous stages; èèstrategic identity proposal, and identification of a combination of internal communication activities in line with this in-progress identity.