Mila is a dairy co-operative based in Alto Adige. It gathers 3,500 small producers under its umbrella; together, they form a significant business enterprise. The Company is an excellent representative of the culture of its local region and is closely involved in its protection: the unspoilt landscape of alpine cowherd’s huts and farms, the harmony between the countryside and the over-3000 farmers who live there and consider their work a mission rather than a job. Within a competitive scenario in which Alto Adige-ness was already used by other companies through self-referential advertising, Mila adopts an approach focused on conveying in a unique, proprietary way the company’s belonging to its local region. Mila was turned into a leader by defining a new brand grammar.