Italy's got a branding problem

When I tell people about my Fourth of July trip to Genova, I get a few blank stares. But if I say, "You know, Genoa?" the lights come on. Pesonally, I wasn't even sure which pronunciation was Italian until I visited myself and saw Genova on all the road signs.

You see this problem every once in a while in Europe. Paris is still Paris even when it's Par-ee. The native Germans call Munich "München" which is fine, but I don't know why they call French-speaking Geneva "Genf."

Still, no country is as all over the place as Italy.

EASY

Rome = Roma

Milan = Milano

MODERATE

Genoa = Genova

Turin = Torino

DIFFICULT

Florence = Firenze

Venice = Venezia

Clearly, Italy has no brand manager. Imagine Coca-Cola being called Cooala-Cokie in Bologna, or someone in Padova bumming a Marlbrizio cigarette from you.

I'm not saying Italians should call Firenze Florence. But Italy definitely needs to impose some brand guidelines.