In summary: The term "fuffaguru" has been officially recognized and included in the Treccani Vocabulary of Neologisms, citing Deep Marketing CEO Francesco Galvani as an authoritative source. The neologism — a combination of "fuffa" (nonsense) and "guru" — describes those who organize fraudulent courses and seminars for profit, promising easy earnings. Its spread is linked to the explosion of social networks: the US FTC documented in 2024 losses of 12.5 billion dollars related to fraud, including bogus coaching programs. Galvani, author of an evidence-based volume with over 420 scientific sources, helped bring the debate on marketing quality to Italy's highest cultural institution.
Dear friends, clients, and marketing enthusiasts, today is a day that will remain etched in the history of Deep Marketing and certainly in our memories. With immense joy and pride, we announce an extraordinary milestone that marks not only the recognition of our tireless work, but also a significant victory in our crusade for ethical, quality marketing.
Our founder and CEO, Francesco Galvani, a well-known science communicator and prominent figure on Quora Italy, has achieved a milestone that few can boast: being cited by the prestigious Treccani Encyclopedia as an authoritative source in marketing for a neologism. And not just any neologism, but one that perfectly embodies the mission of Deep Marketing.
A Game-Changing Term
The term "fuffaguru" has been officially recognized and included in the Treccani neologism dictionary. This is not just a linguistic achievement and a statement -- it represents a turning point in our battle against misinformation in marketing.
A "fuffaguru" is a self-proclaimed marketing expert who promises miracles, sells smoke, and ultimately damages businesses and families with advice devoid of substance and real value. It is the embodiment of everything Deep Marketing fights against every day.
This recognition is not just a badge of honor for Francesco or for Deep Marketing. It is a beacon of hope for all those who believe in marketing based on real expertise, effective strategies, and tangible results.
The inclusion of "fuffaguru" in the Treccani is tangible proof that our commitment is making a difference. We are changing the very language used to talk about marketing, drawing attention to a critical problem that plagues our industry.
The Deep Marketing Journey
Let us briefly retrace the journey that brought us to this historic moment:
- The founding of Deep Marketing with a clear mission: to raise marketing standards and provide client companies with a "one-stop-shop" where they can finally work with the best selected professionals in the field.
- Years of tireless fight against deceptive and unethical marketing practices. Cease-and-desist letters, lawsuits, (death) threats against our founder. Tons of fake negative reviews against us to silence us.
- Francesco Galvani's constant commitment to scientific communication, from marketing to soft sciences. Including the publication of the only Italian evidence-based marketing book with over 420 sources ("The Scientific Guide for Entrepreneurs", available on Amazon).
- Growing recognition from the marketing community and now, finally, from Italy's most prestigious cultural institution.
The Future Is Bright (and Free of Nonsense)
This milestone is not a finish line, but a new beginning. With renewed vigor and the Treccani's validation behind us, Deep Marketing is committed to:
- Intensifying our battle against the "fuffaguru" who infest the industry.
- Educating even more businesses and professionals on the principles of ethical and effective marketing.
- Constantly innovating, bringing cutting-edge strategies to our clients.
- Continuing to fight to spread integrity and competence in the tumultuous sea of digital marketing.
This moment of joy would not have been possible without the unwavering support of our clients, partners, and supporters. You are the ones who have enabled us to fight this battle day after day, and our deepest gratitude goes to you. Not to mention the incredible community of Fufflix by Germano Milite.
A New Chapter
The inclusion of "fuffaguru" in the Treccani is not just recognition of our past work, but a mandate for the future.
Deep Marketing accepts this responsibility with determination. Together, we will continue to write new chapters in the history of marketing, raising standards, challenging the status quo, and building a future where quality, ethics, and real results triumph over nonsense.
The journey continues, and the best is yet to come. Thank you for being part of this epic adventure!
Sources and References
- Treccani — Fuffa-guru: Significato ed etimologia nel Vocabolario dei Neologismi
- Treccani Magazine — Fuffaguru: analisi linguistica del neologismo
- Libreriamo — Italiano: il cambiamento semantico da "guru" a "fuffaguru"
- Il Nord Est — Da "vannacciano" a "fuffa guru": i neologismi della Treccani raccontano chi siamo (2024)
- Quotidiano Nazionale — Come cambia l'italiano: dai fuffa guru all'amichettismo
- Federal Trade Commission — Reported Losses to Fraud: $12.5 Billion in 2024
