Between February and April 2018, Antonio Santangelo has been charged by FULL (Future Urban Legacy Lab of Polytechnic University of Turin), in his quality of board member, to train researchers, Ph.D. and post-doc students, to effectively communicate the meaning and the results of their studies. Moreover, after training these personnel, Antonio Santangelo has been asked to conduct a research on how to build the brand image of FULL and on how to position it in the field of University Research Centers. The results of this research have been reported to the FULL board, to help the personnel to take more aware decisions on the Center communication.