Like all major brands, more than the logo, it is the story of these men and women, engineers and technicians, daring designers, exceptional mechanics, legendary pilots who created the Ferrari myth. It is they who have made the brand with the black stallion a symbol of Italian luxury, exclusivity and performance all around the world.
The story is that Enzo Ferrari, the founder of Ferrari, had a friend named Francesco Baracca, who died in action during the First World War; and whose story recalls as the best Italian fighter pilot of the Great War, shooting down 34 enemy aircraft during his 63 fights.
Enzo and Francesco were very close friends. In 1923 after a victory at the Savio Automobile Grand Prix, Enzo met Count Enrico and later Countess Paolina, the parents of the national hero. The Countess would have given her a key ring with a Prancing horse emblem that the Italians call the Cavallino Rampante, the one his son had painted on the squadron plane he was flying, saying "Ferrari, take it and put it onto your cars, it will bring you luck"
Enzo remodels the horse, adds a yellow background from the color of the city of Modena he comes from, and adds the letters S and F: Scuderia Ferrari. It is on an Alfa Romeo 8C 2300 that the emblem will appear for the first time in 1932 during a race of the 24 hours of Le Mans.
And so the Ferrari myth was born.
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.
I have great respect for anyone who can invent a clever name that suggests something about the brand. Some of my favorite coined names are Dreamery, Groupon, Pictionary, Cinnabon, Chillow, Pinterest, Chuggemaut, and San Franpsycho. (…) It's important to make sure your name is meaningful to potential customers, not just to you.
In the 1960s, sociologist William McPhee coined the notion of "double jeopardy", to describe people's sympathy and tendencies toward certain behaviors.
Its application to marketing is due to the statistician Andrew Ehrenberg who made the "double jeopardy" concept an empirical law according to which brands with lower market shares suffer from both low purchases and low brand loyalty.
In other words, less popular brands not only have fewer buyers, but also have fewer loyal customers compared to the dominant popular brands in the market. According to the concept of "double jeopardy", a dominant brand therefore has the highest percentage of purchase and a greater consumer loyalty to its brand. What is for the popular brand a double advantage, has a negative consequence for less popular brands: it is difficult for them to retain their customers and increase their sales because it is not easy to convince buyers that the quality of a product less sold, is of better quality than a brand recognized by all.