Ferrari’s Other Great Strategic Triumph: The Black, or Better Said, the Crossing (One of the brands that best understands brand experience and expansion dynamics)
By Maqueda and Maurizio: Elegance, technology, and crossing marketing at the Italian Grand Prix. In 2022, the limited edition Ferrari team gear in yellow was a mega success. The crossovers with Ray-Ban, Puma, and other sponsors generated all sorts of products for fans, including, of course, limited edition cars. Ferrari understands that a brand doesn’t merely engage in "branding activities" or marketing actions. Just as the quality a company generates under its branding encompasses culture, marketing, and everything it does, this lesson is clear and inspiring. Here’s why it represents a total shift in the identity of any brand.
By Maqueda and Maurizio: Elegance, technology, and crossing marketing at the Italian Grand Prix. In 2022, the limited edition Ferrari team gear in yellow was a mega success. The crossovers with Ray-Ban, Puma, and other sponsors generated all sorts of products for fans, including, of course, limited edition cars. Ferrari understands that a brand doesn’t merely engage in "branding activities" or marketing actions. Just as the quality a company generates under its branding encompasses culture, marketing, and everything it does, this lesson is clear and inspiring. Here’s why it represents a total shift in the identity of any brand.