“I Love IT” is a registered trademark, in all the UE country, created to promote Italy’s small businesses and crafts trade on the national and international market, with the aim of surprising people and debunking the countless clichés about a key sector of the Italian economy, one that is often underestimated with respect to its true scope. Today, more than ever, small businesses – with their strengths but also their structural limitations – have become a driving force of the Italian economy, ambassadors of true Italian craftsmanship and quality, both at home and around the world, despite the fact that, often, they do not have the support of large-scale marketing strategies and commercials brand names that consumers instantly recognize.