Fabrica: WordCount™ is a new interactive presentation of the 86,800 most frequently used English words. It’s just one little example of the creative thinking out of Fabrica, the Benetton Research and Development Communication Centre, in Italy, a think tank that supports the creative development of young artists and researchers from all over the world.

In its role as a laboratory of applied creativity (its name comes from the Latin word meaning "workshop"), Fabrica deals with new forms of communication, following two key principles: a hands-on approach to training (the young grant holders are invited to "learn by practice"), and a multi-disciplinary approach.

Like the Medici of Renaissance Italy, the Benetton family has long been a patron of creative artists. The relationship between Benetton and creative artistic expression was formulated by Luciano Benetton and Oliviero Toscani, the creative genius who separated branding from advertising for the Benetton Group.

Luciano Benetton : "The purpose of advertising is not to sell more. It's to do with institutional publicity, whose aim is to communicate the company's values (...) We need to convey a single strong image, which can be shared anywhere in the world."

Oliviero Toscani pursues this : "I am not here to sell pullovers, but to promote an image"... Benetton's advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids...

The history of Benetton's unconventional advertising under the unfettered direction of Oliviero Toscani is legendary, and the subject of many an interesting case study. Since the departure of Toscani from Benneton in May 2000, after the controversial death-row campaign, the house of Benetton has taken a less shocking approach to branding.

Fabrica is now the communications arm of the Benetton Group. And, a different approach to branding the company and advertising its fashion is now evident in their magazine, Colors, on The Hip Site, and with their brand extensions Playlife and Killer Loop, and their "most trend-setting brand," Sisley.

Along with this fresh approach to advertising, Benetton remains committed to social responsibility as a brand characteristic of the group, by working on social causes like racial discrimination, poverty, child labor, and AIDS awareness, but in less controversial campaigns than Toscani's. As pointed out on Snark Hunting, Benetton has found new ways to promote social causes without shocking imagery; like "Food for Life" in partnership with the World Food Program of the United Nations.