Where it comes from.
Francesco Galvani founded Deep Marketing with a group of former managers from major companies. Before this he was a marketing manager at Luxottica, on the Ray-Ban brand, and in the Slowear group; he teaches branding strategy, has written six books, and Treccani, Italy's national encyclopaedia, cites him as a source in the war against marketing gurus selling smoke.
The years spent on the other side of the table, coordinating ten suppliers who passed the blame around, are the reason you find one point of contact here, and a written method.