Joseph was professor of Communication Sociology at Milan State University for many years. Then he realized that his research activity was more fun and left the academy. From 1990 to 1995, while working at the university, Joseph also headed the Communication Research Department of CRA, the Nielsen ad hoc research institute in Italy. In 1995, he felt he wanted to be independent and founded Alphabet, a boutique Milan-based research agency which specializes in qualitative research and communication analysis. Now Joseph is a sociologist, semiotician, brand and storytelling expert, with a deep interest in digital media. In his research activity he has worked for the most important local or multinational companies and communication agencies doing business in Italy. Also, given his natural inclination to cross borders, Joseph conducted extensive qualitative research in the US, several European countries and Asia (Japan, China, Thailand). Joseph is also a published author. His last three books are called: “Storytelling and Artificial Intelligence” (Franco Angeli 2020), “AI Brands” (with Alessandro Giaume and Alberto Maestri, Franco Angeli 2021), “Brand Storytelling in the Metaverse” (Scheiwiller 2022).