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Azzurro La Plata and Azzurro Dino, from a concept, a theme, a crossing, to a quantum brand strategy. Why do we say it's quantum?:
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First, because quantum strategy yields exponential results, given its exponential efforts.
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Second, because while it delivers great commercial results, these are a consequence of results first, in the creation of real, honest value, of doing extra beyond the commercial realm. The pursuit of beauty, transcendence, utility, breaking limits, improving, creating something valued, is the cornerstone of everything.
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The reality is that it's quantum because it changes the paradigm of doing everything without "soul," or everything "transactional," of seeking short-term gains. The goal is to transcend.
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Quantum entails thinking much more broadly, being strategic, thinking expansively.
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It's a lie that this implies less effort or that it's simpler. On the contrary, it's much more complex, diverse, and doing it requires immense talent in planning, coordination, and communication.
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It's quantum because it has another dimension, much more real, where everything is valued, everything is created without disappointing, giving the best. We say it's much more realistic and authentic because it genuinely seeks to "enchant" others, but for that, there must be a fascination with what is done. (Passion).
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That passion cannot be solely focused on obtaining dividends, only economic ones. We're talking about wanting to achieve reputation, respect, appreciation, transcendence, literally winning the hearts of customers, fans, followers.
To make it real, something paradoxically with a lot of logic, common sense must be applied:
Crossing or in other words (doing everything necessary for people to love you):
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Fisigital (or On-off Fisigitality and real experiences), in addition to the use of multimedia and real creative content.
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Collaboration and partnership (co-creation).
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Quality limited editions.
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Branding applied to every detail of the brand's actions and identity.
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Themes, gamification (making everything playful), entertainment, real and differential conceptualization, brand expansion to experiences.
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Doing, avoiding procrastination, short-term thinking, individual profitability, to understand the long-term sustainability of everything.
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If this weren't understood, Ferrari would never have lost money or not won in F1 races to become a valued brand in cars.
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If this weren't understood, Disney wouldn't lose millions on its nighttime events and fire shows, to globally earn much more in restaurants or shops, with nighttime purchases or in its resort hotels by keeping visitors all day.
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This not only applies to Ferrari or Disney, it applies to every venture or brand, regardless of size.
The PUMA-FERRARI concept (which also applies to Ray Ban): from blue to a quantum thematic universe:
Drawing inspiration from pivotal moments in Scuderia Ferrari HP's history, including their first Formula 1 victory and the outstanding achievements of legendary drivers like John Surtees and Niki Lauda, the collection captures the essence of passion, perseverance, and unparalleled success.
These triumphs are etched in the racing history archives, alongside iconic races where champions like John Surtees clinched victory in 1964, covered in the timeless blue hues supported by Scuderia Ferrari HP mechanics. Transitioning from the blue racing suit, marking Niki Lauda's triumphant victory in 1973, to the iconic red, symbolizes the evolution of a legacy steeped in passion and perseverance.
Now, by returning to azzurro with the Limited Edition Miami release of Scuderia Ferrari, classic blue tones reignite the spirit of those historic moments, embodying the essence of Scuderia Ferrari HP's unparalleled success.
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The Miami Limited Edition reintroduces classic blue tones, reminiscent of the team's iconic racing suits from the past. With standout pieces like the varsity jacket, team shirt, and Speedcat Pro racing boot, the collection is designed for the next generation of Scuderia Ferrari HP superfans.
This release also features exclusive accessories that capture the essence of Scuderia Ferrari HP's iconic style. Each piece in this collection reflects the precision craftsmanship and attention to detail synonymous with both PUMA and Scuderia Ferrari HP.
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Join Charles Leclerc, Carlos Sainz, and the entire team as they sport the declarative pieces from this collection, carrying forward the Azzurro heritage for the next generation of Scuderia Ferrari HP superfans and continuing the legacy of racing passion.
The PUMA Limited Edition Collection for Scuderia Ferrari Miami will be available for purchase on April 29 at select PUMA stores, Ferrari stores, and online at puma.com and ferrari.com. The tribute extends even further by reviving Azzurro La Plata and Azzurro Dino, blue tones associated with historic moments and legendary drivers like Alberto Ascari and John Surtees. This paradigm shift not only pays homage to the past but also represents a bold step towards Ferrari's future on the racetracks. The combination of elegance, tradition, and innovation will be palpable at the Miami Grand Prix, capturing the world's attention with the team's new chromatic adventure.
Tomorrow we'll show you more about this vital strategy and give you more concrete examples of this crossing that changes the way brands are managed.
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