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BICYCLE BR A NDING
Bianchi
BICYCLE BR A NDING
Branding in the cycling industry Bianchi Ricardo Cortes
INTRO
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t started with a red-hot iron sizzling on bare flesh, or rather, bare steel. It became a promise, a big idea and the expectation that resides in each cyclist that ever
had “Passione Celeste.� Branding is the representation of an identity through color, shape, typography and imagery. In the cycling industry many companies get lost in the fight for a share of mind. Only Bianchi has successfully communicated identity mainly through its distinctive and unique Celeste color. Complementing this ubiquity of color, Bianchi uses a contemporary sans serif typeface and a meaningful logo mark to further enhance its branding identity in the industry.
Let’s consider what makes Bianchi successful and why. It is not just
the aesthetics (that is given) but adding to its design there is a set of identities that help to advance the brand. Vision, meaning and authenticity gave Bianchi the foundations for its success. Differentiation, sustainability and coherence gave Bianchi a consolidation in the industry. Flexibility, commitment and value project Bianchi projection into the future.
BRANDING
Branding
WHAT IS BRANDING
W
hat is branding? From a business point of view, branding in the marketplace is very similar to branding on the ranch (Camper 58). A branding program
should be designed to differentiate a product from all other cattle on the range (58). Even if all other cattle on the range look pretty much alike. Successful branding programs are based on the concept of singularity (58). The objective is to create a perception that there is no other product on the market quite like your product. Conventional marketing is based on selling when it should be based on branding (Camper 59). Marketing is not selling (59). Marketing is building a brand in the mind of the prospect (59). Marketing is brand building.
A brand name is nothing but a word in the mind, albeit a special kind
of word (Ries and Ries 28). A brand name is a noun, a proper noun, which like all proper nouns is usually spelled with a capital letter (Camper 59). Any and every proper noun is a brand, whether an individual, a corporation, or a community owns it (60). Bianchi was once a proper noun for its founder, Eduardo Bianchi, but then it later became the name of a bicycle company.
Like any proper noun Bianchi refers to a specific object. This object is
not just a bike with a logo, marketing, or a position statement. It is a foundation, stating what the company represents and what the company offers no other company can offer. So Bianchi has become a proper noun that not only refers to something, but a proper noun that differentiates itself from others. That is what branding is all about. Let’s explore some definitions:
Brand Identity
Brand Personality
Brand identity is the visual elements
Brand personality is the character-
Brand values are what the brand
unique to an organization or product
istics or traits that describe
stands for, believes in and ultimately
which may include any one or more
an organization or product as if
how it is different from other
of the following: symbolic imagery,
it were a living being, such as
brands (Pavitt 26). While they can
st ylistic treatment of name, color,
dynamic, sexy or aloof, driving
easily be a separate set of traits,
t ypographic specifications and
visual and experiential touch points
brand values neatly bridges brand
any other accessory visual elements
that consistently deliver emotional
personality with a brand promise,
designed to bring recognition and
qualities to the point of association
by let ting the audience gain a bit
association (Wheeler 12). Sometimes
and retention (Pavitt 23).
more insight into what is an
this is referred to as “trade dress”,
organization or product as a living
or “visual identity”.
feelings that a brand evokes in
a customer. For example love and
what attributes and virtues
“trade dress” would be its distinctive
Kay diamonds, safety and Volvo.
represent a brand. For instance,
celeste color, as well as colors of
Bianchi’s personality is represented
if Bianchi could talk, it might say:
the Italian flag, the eagle logot ype
by its innovation, as the first modern
“I am all about great products, but
and the type face. Other good examples
bike. Bianchi evokes familiarity on
you should know first that I am
of this characteristic on the industry
its customers. Also Bianchi’s quality
pure and kind to the industry. I have
would be the custom typeface of
evokes felling of trust in its
a conscience” (Wheeler 17).
specialize bikes, the logo livestrong
users, giving it a reliable personality
in yellow, and the Schwinn star
to the brand.
values through being involved in the
For example in Bianchi the
logotype. In other words any visual
The brand personality is the
Brand Values
entity (Wheeler 17). In other words
Bianchi communicates its
most impor tant races, sponsoring
aspect that adorns enriches or
the best cyclist, and by always
garnishes a brand.
encouraging the sport of cycling in advertising campaigns.
Brand Promise
Brand Concept
Brand promise refers to the
That’s why publicity in general is more
Brand concept refers to the sin-
benefits that come with the brand,
effective than advertising (Ries and
gular concept or idea to be owned
either practical or emotional,
Ries 15). Advertising a promise simply
in the mind of your audience, aka
gained by those par taking in the
protects a brand (Camper 61). News is
“conceptual ownership” (Wheeler 18).
experience or consumption of an
what gives a brand its credibility (61).
organization or a product (Wheeler
Bianchi’s brand promise
If there is one core component in the discipline of branding, it is this
17). Brand promise could be viewed
is built on publicit y rather than
one, because it encompasses the
as the words that define the
advertising. The brand slogan is
other components and becomes an
brands. For example, “the best
“Passion for celeste” which does not
cola”, “the more durable tires”,
tell you it is the best or the fastest
or the lightest bike. What this
exponentially growing stimulus competing for our mental associations
“the ultimate driving machine.”
idea in the user’s mind. Look at history and the
In other words the brand promise
brand promise tells you is that the
represents the brand’s slogan, the
company puts passion on every bike
(mindshare) (Ries and Ries 22-28).
pleasures to be enjoyed and the
they make.
And now look at the successful,
pains to be reduced by the use or
almost cultish brands, and note
association of the brand.
corroboration of this promise by
Advertising legend Walter Landor once said: “Simply put,
But more importantly is the
their singularity and consistency in
people within the industry, many
the concepts they own in our minds:
years the advertising, and the
Volvo-safet y, 3M-innovation,
a brand is a promise. By identifying
participation on the most important
Nordstrom-ser vice, Amazon-
and authenticating a product
cycling venues. So advertising
expense (25).
of ser vice, it delivers a pledge of
protects the Bianchi’s promise and
satisfaction a quality” (Camper 60).
publicity gives Bianchi its reputation.
singularity is so important because
Many design and branding people
The emotional conceptual
it is the way we think, whether we
still agree with this to be a relevant
like it or not (Wheeler 18). With
force, however, a brand must do
so much bombardment from an
more than just promise. Al and
ever-growing number of companies
Laura Ries state in their book The
and messages all vying for our
22 Immutable Laws of Branding,
attention, mindshare is the only
“What others say about your brand
way our brains can latch on to an
is much more powerful than what
organization and/or product (18).
you say about it yourself.”
Successful brands realize that they are not going to get everyone, but they will surely capture an audience that thinks the way they do.
PASSIONE CELESTE THE BIANCHI BRAND
COLOR
T
he thoughtful use of color and an understanding of its attributes are key for designers and artists; it can
dramatically affect the outcome of their work (Marks and
Stutton 9). Color usage and how it can effect the way a message is perceived or a product is viewed is intensely studied and funded by groups such as the Color Marketing Association, where color forecasting and color psychology have become big business (9). Companies make major i nvestments in determining what colors will make the consumer respond positively to their brand (9). Color experts are called upon to evaluate focus groups and color test marketing to ensure that the chosen palette is sending the right message to the intended audience (9).
In the sequence of visual perception, the brain reads color after it registers a shape and before it reads content (Wheeler 10). Choosing a color for a new identity requires a core understanding of color theory, a clear vision of how the brand needs to be perceived and differentiated, and ability to master consistency and meaning over a broad range of media (17). Bianchi bicycles are traditionally painted Celeste, a turquoise also known as Bianchi Green. Contradictory myths say Celeste is the color of the Milan sky, the eye color of a former queen of Italy for whom Eduardo Bianchi made a bicycle or a mixture of surplus military paint (“Wikipedia� np). The shade has changed over the years, sometimes more blue, then more green, but the essence of Bianchi’s brand was to build on this color (np). Color is used to evoke emotion, express personality, and stimulate brand association (Wheeler 16). In the case of
Typically 21 days of racing and 2 rest days covers 3,200 kilometers. The Tour de France winner wears the yellow jersey.
A 21 day-long segments over a 23-day period that includes 2 rest days. The Giro de Italia winner wears the pink jersey.
Along with the Tour de France and Giro d’Italia, the Vuelta a Espana makes up cycling’s Grand Tours. Winner wears the Red Jersey.
Branding
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Color is used to evoke emotion, express personality, and stimulate brand association (Wheeler 16). In the case of Bianchi this could not be truer. The emotion Celeste evokes goes beyond the brand; it represents the whole sport of cycling. Celeste is the combination of blue and green, according to its founder, the blue represents the sky and the green represents nature. In the world of cycling these two colors go hand-in-hand since all the major cycling competitions are under the blue sky and into the green of nature. The Bianchi’s Celeste color expresses personality because no other bike company wants to use that color since it is associated Bianchi’s products. Finally, Bianchi’s Celeste color stimulates brand association because that color not just adorns the products but also defines them. For example if you see a group of bikes on a bike rack, if you know about bikes and there is a Celeste one among the group, it is certainly a Bianchi. This is another reason why other brands restrain themselves from using Celeste, that color is owned by Bianchi.
While some colors are used to unify an identity, other colors might be used
functionally to clarify brand architecture, through differentiating products of business lines (Wheeler 16). Designers formulate special and unique brand identity color strategies (16). Traditionally the primary brand color is assigned to the symbol, and the secondary color is assigned to the logotype, business descriptor, or tagline (17). In Bianchi the Celeste color is the primary color and the colors of the Italian flag, green, white and red are the secondary colors. In addition to the core brand color, system color palettes are developed to support a broad range of communications needs (17).
Bianchi
Typeface
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ypography is known as an invisible art, because if a typographer has done a good job and produces a typeface on a page that flows and is easy on the eye,
he has done his job and the reader doesn’t notice (Williams 12). Good typography is about visualizing language through the arrangement, composition and choice of type-family (12). In the words of Jim Williams, author of Type Matters, “Typefaces are clothes for words and like a finely tailored suit, it’s the detail in their composition that adds interest” (12).
Since the eyes of readers are mounted side by side, the ideal shape
for a typeface is horizontal (Ries and Ries 48), roughly two and one-fourth units wide, and one unit high (48). This horizontal shape provides the maximum impact for a typeface logo (49). This is true wherever the typeface is used-buildings, brochures, advertisement, or bike frames.
Of equal importance to shape is legibility. Typographers often go overboard
in picking a typeface to express the attribute of a brand rather than its ability to be clearly read. Typefaces come in thousands of styles and weights, but customers are only dimly aware of the differences.
What typeface does Rolex use in its logotype? Ralph Lauren? Rolls Royce?
Serif? Or, sans serif? The truth is the words like Rolex, Ralph Lauren, and Rolls Royce are what communicate the power of the brand (Ries and Ries 50). The typeface used for the brands can help or hinder the communication process. This is why legibility is the most important consideration in selecting a typeface (50). Once legibility is attained typefaces are capable of communicating feelings (50). Sans serif typefaces look modern; serif typefaces look old-fashioned. Bold typefaces look masculine; light typefaces look feminine (50).
The Bianchi typeface definitely enhances the brand. It was originally serif, but
was later changed to sans serif, a modified version of Neue Helvetica 93 Blackz Oblique. Since it is a seven-letter word spelled with only six letters repeating the letter (i), it is easy to read. On the frame of most bikes and in all other advertising the typeface is set about two and one fourth units wide and one unit high. It is in italics, primarily for two reasons: italics are tilted to the right which gives a sense of movement and italics are used to denote words in a different language, in this case Italian, which for the cycling industry translates to quality.
Logotype
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logotype is a symbol that represents, immediately and credibly, a product (Pavit 34). For branding, a logotype
should synonymous with the brand and represent its line of business (34). Logotypes represent personality through imagery and mind associations (34). Logotypes are the nonverbal communication of the brand, which can be used to reinforce, repeat, substitute, complement, accent and regulate the verbal communications (34).
A great deal of effort has gone creating elaborate symbols and logotypes (Pavit 35). Crests, shields, coats of arms, and other heraldic symbols have poured out of graphic design studios (35). The power of a brand lies in the meaning of the word in the mind of users (35). Therefore, the logotype has to represent this word or be closely related to this word (35).
The logotype of Bianchi is an eagle (Fig. 1). The eagle is widely associated with power, speed and determination. An eagle flies despite its massive size. This is why many countries, including the US, have chosen the eagle as a symbol. The eagle symbolized the Italian army crest at the time Bianchi was founded. In an effort to convey patriotism and the other associations Bianchi adopted the eagle to represent its meaning of power of materials, speed of bikes and a determination for quality products.
Vision Vision is one of the most important qualities for a successful brand; it enables brands to be able to predict the next big thing or the next big obstacle. A good example of a brand with vision is Apple; they were the first to come up with mp3 players, smart phones, and the list goes on and on. Vision for Apple signified being first at something. But vision is not just being first; to have a good vision you have to anticipate whether being first at something is going to be successful or not.
Vision requires courage. Big ideas, enterprises, products,
and services are sustained by organizations that have the ability to imagine what others can not see and the tenacity to deliver what they believe is possible (Wheeler 30). Behind every successful brand are passionate leaders who inspire others to see the future in a new way (30).
The convincing vision of Bianchi has proven effective
and articulated and sets the foundation and inspiration for the brand. Bianchi’s graphic designers have translated the brand’s vision into a tangible expression and a visual language. The triumph of Bianchi’s designers resides in their ability to project the future of the company based on this vision. In other words, Bianchi’s designers applied the quote of famous computer scientist Alan Kay, “the best way to predict the future is to create it.”
A good example of Bianchi’s vision can be observed in its
new line of products. The same way the first bikes were represented with color typeface and a logotype, each new model is treated as a new opportunity to visually represent the company’s vision and innovation (Bianchi np). For example the new line of racing bikes, Oltre XR, innovates with 20% more rigidity and 30g lighter than previous models (Bianchi np). Also Bianchi innovates with a line of fixed gear bikes, The Pista, that are decorated with the old logotype and the old typeface to evoke a vintage look in a modern bike. For these and other innovations Bianchi has been able to come up with fresh concepts in the world of cycling.
Having a strong vision that projects the future of the
company is not the only reason that Bianchi has found success; it is also because of a rigorous quality assurance process and marketing research, Bianchi puts every effort to make sure every employee, product and costumer is aware of its vision. This step is critical; it communicates the meaning of the brand and its identity.
Meaning The best brands stand for something: a big idea, a strategic position, a defined set of values, and a voice that stands apart (Wheeler 20). Meaning inspires the creative process and it is conveyed through a symbol. This symbol has to represent the essence of the company. The designer’s challenge is to absorb the definition of what a brand symbolizes and condense it into a simpler form, an idea.
Bianchi already conveys a word in the mind of users through its
color, because color captures in the prospect before content. For content Bianchi uses an eagle that captures the essence of the brand. The color and the logotype represent the core principles of the company
According to Terry Marks on his book Color Harmony, colors create
in the brain associations based on old experiences and are capable of evoking feelings. First, the color Celeste is processed by our brain through our rods and cones. It’s then filtered and broken down into blue, yellow and green. The color blue evokes a sense of calm and peace and a trust. The color yellow evokes a sense happiness and optimism and a curiosity. The color green evokes a sense of safety and generosity and goodwill.
The Bianchi eagle logotype is perfect for the company. The symbolism
of an eagle is widely associated with power, speed and determination. Bianchi as a company represents innovation, ingenuity and a passion for making the best bikes. Power and speed represent the quality of bikes determination represents the passion for making bikes. This is how the logotype expresses the meaning and the brand promise.
Authenticity In psychology, authenticity refers to self-knowledge and making decisions and choices that are congruent with that self -knowledge (Wheeler 22). Authentic identities emerge from a process that is both investigative and intuitive (22). Authenticity is not possible without an organization having clarity about its reasons for being, its value proposition, and competitive difference. Brand identity must be an authentic expression of an organization its unique vision, goals, values, voice, and personality (22). Authentic design must be appropriate to the company, its culture and values, its target market, and the business sector in which it operates (22).
Shortly after its origins, Bianchi not only made bicycles, but motorcycles
as well. After a few years it was successful at making both products. Despite its success the company knew that in order to build a more powerful brand it had to focus on only making what they were more passionate about and what they originally intended to do. When you expand a brand, you reduce its power; when you contract a brand, you increase its power (Ries and Ries 49). Many companies fail to realize this and try to expand to different fields. Not being authentic to one product can be disastrous. Remember Jack Daniels beer? Or tapa Cola? (Ries and Ries 52) That is probably the best example of what happens when a company loses focus (53).
Bianchi’s authenticity is the result of its designers’ ability to know what
the company stands for. The graphic designers at Bianchi know what the cycling industry wants, but more important, they know what the industry needs. The values that Bianchi owns in the mind of its users due to its color and logo apply both its products and the industry. Bianchi defines itself first by its products and then by what the brand contributes to the sport of cycling, its passion. The industry itself has realized the authenticity in Bianchi.
Bianchi’s authenticity is also reflected in the people who use Bianchi
as a reference point for the industry, from the first time client to the most decorated of its cyclists. A successful brand is ultimately a question of authenticity. It needs to reflect transparently the values of the company behind it. Bianchi reflects a set of values and qualities. The Bianchi qualities are, value, top of the line materials, the latest technology and integral design. These qualities or associations with Bianchi have been built over time, abstracted from experience. Since the brand promise goes parallel with these associations, a feeling of trust emerges from the brand to carry out on this promise.
Differentiation
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e live in a time when we are bombarded by brands (Wheeler 24). They reveal themselves in every aspect of our personal and professional spaces (24). Brands always compete
with each other within their business category and at some level compete with all brands
for attention, loyalty, and money (24). When a designer creates a brand mark, it is his or her responsibility to create a unique symbol that is differentiated, has the power to communicate within a split second, and, in many cases, is reproduced smaller than a wild blueberry (24).
Color is one of the strongest visual values of branding. A school bus by any
another color is no longer a school bus; the color yellow expresses its essence. As consumers we depend on the familiarity of Coca-Cola cans that are red and UPS trucks that are brown (Wheeler 19). A person does not need to read the type on a Tiffany gift box in order to know where the gift was purchased (19). Tiffany’s signature blue sets off a series of immediate impressions that are aligned with the company’s overall positioning and brand identity strategy (19). Similarly a person does not need to ride a Bianchi to know the bike is a Bianchi, the color says it all and it is the most distinctive way of differentiation from other bikes.
Let’s think for a moment that we want to buy a bicycle at a bike shop. Once
inside the concert of brands begins, Specialized, Cervelo, Colnago, Felt, etc. We have to make a choice from hundred different bike brands. Which one should we buy? Or rather, which one will call our attention first? Bianchi’s differentiation form other brands plays a vital role on its success and on its legacy. For any person interested in a bike, Bianchi will stand out mainly for two reasons. First, Bianchi will stand out for its distinctive color and the application of that color on the whole bike frame. Second, Bianchi will stand out for its details, its logo and its name, applied throughout the bike frame in strategic parts. Those two reasons happen in a sequence for a reason, first the color calls the attention and then the details convince. This process might not be unique in the industry, but it was pioneered and mastered by Bianchi.
Branding
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Sustainability
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n the twenty-first century, the only constant is ongoing change (Wheeler 26). Our institutions, technology, science, style, and vocabulary are in continuous flux
and the rate of change is accelerating (26). And yet designers, who are the arbiters of style, need to design identities to have sustainability (26). Sustainability is the capacity of an identity to last in a changing environment, characterized by changes no one can predict (26). During its 125 years of existence, Bianchi has proven to have a sustainable model for its trademark. This achievement is the result of many strategic and ingenious permutations. These permutations have been possible in part to ongoing changes in technologies of both design and materials. Bianchi reassured their clients of what they represent on the biking world by modifying their look to the changes of the industry.
For example Bianchi is constantly changing its frames to look and to
be more aerodynamic. Also Bianchi changes components of its materials to attain a better weight to strength ratio. Furthermore, Bianchi made changes to its typeface to look more modern from an original serif typeface to a san serif typeface. This change has a lot of significance since you can change materials every year according technology, but you can only change your already successful typeface once or twice. The old Bianchi typeface looked a lot like letters from an old typewriter and the new one looks more like letters from a laptop. This change signified a rejuvenation process for Bianchi and a testament of its sustainable model.
Bianchi
Coherence
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henever a customer experiences a brand, whether by using a product, talking to a representative, or making a purchase
on a website, the brand should feel familiar and have the desired effect (Wheeler 28). Coherence is the quality that ensures that all the pieces hold together in a way that feels seamless to the customer (28). An effective identity consistently applied over time is one of the most powerful marketing tools that a company can deploy (28).
The Bianchi color, symbolism and quality are the same
whether the customer has a road bike, a fixed gear, wears a jersey or watches an ad. Bianchi produces the desired expectation for its users because Bianchi understands them. Bianchi uses specially designed colors, typeface families, and formats in order to produce immediate recognition. This combined with the great quality of its products, creates not just a feeling of approval but a comfortable experience. In other words Bianchi knows how it wants to be perceived and communicates it on its bikes and products on a simple and comprehensive way.
Evolution of Bianchi’s typographic logos. (left)
Collection of posters from different periods, showing the versatility of the brand. (below)
Identity
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dentity could be described as the visual aspects that form part of the brand. Identity systems, in order to be successful, must continuously
demonstrate an inherent flexibility (Wheeler 30). Stellar programs easily adapt to a broad range of marketing and communications applications over time to achieve sustainability (30). Flexibility ensures that communications stay fresh and relevant. Designers examine how flexibility can be achieved within the brand architecture (30).
Bianchi’s graphic designers are constantly encouraged to
express the company’s identity with flexibility. But how exactly they do this? It is important that the visual aspect of a bike is flexible, and that is more difficult to do than say, let’s say a sneaker. Sneakers come in different colors, designs, models, and textures. Bikes only come in one shape. Celeste characterizes Bianchi so the possibilities for flexible uses of colors decrease. In order to achieve a flexible identity, Bianchi has played with the combination of its three visual identities, logo, typeface, and color. These three identities are placed interchangeably throughout the bike, making countless combinations possible. Logo on the center of the fork, with the typeface on white on a Celeste frame or logo on the center frame with Celeste typeface on a black frame, and so on. This process has given Bianchi a great advantage for growth in the evolving market. Bianchi might have started with one color, one typeface and one logotype, but everything has been modified and adapted over with time.
A good identity does not guarantee success. An effective
brand identity is tied inextricably to management’s desire to nurture it (Wheeler 32). The bottom line is that identity systems need to be enforced, tweaked, monitored, and occasionally revitalized (32). A new brand identity program signifies the beginning of an investment of time and capital, not the end (32).
Commitment Bianchi’s success through its 125 years is also, in big part, thanks to the company’s commitment to the brand and to the sport of cycling. Bianchi recognized early in its life the value of a disciplined approach to build and enhance the brand in the sport. Designers at Bianchi play a role at managing the brand identity system. They come up with ideas to enhance the sport of cycling through their innovations and not the other way around.
Value Creating value is the indisputable goal of most organizations (Wheeler 34). The best companies consistently demonstrate their value through the superior quality of their products and services and their unswerving dedication to meeting their customers needs (34). The best brand identities are the most public and widely communicated symbols of that value (34).
What is the value of a Coke can for a consumer? It’s about a $1.25 in
a vending machine, but it also is the end of thirst trough an enjoyable experience. So, the monetary value is just half the equation; the emotional value is the other half and the one that, in the end, stays in the consumer’s mind. Now, what is the value of a bike? For a Bianchi that ranges from $500 to $10000, but it also represents 125 years of passion in building the best quality bikes.
Bianchi has a business success that is a testament of the quality of
design of its products. Through the years the Bianchi brand has built not just trust, but loyalty from its customers. This loyalty is valued as a competitive advantage with measurable results.
LOVE YOUR BIKE
BIANCHI 125 YEARS
THE IMPOR TANCE OF BEING FIRST
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t is a consensus among designers that, brands are born, not made. A new brand must be capable of generating favorable publicity in the media or it won’t have a chance in the
market place (Ries and Ries 14). The best way to generate publicity is by being first. In other words, by being the first brand in a new category (14). Band-Aid, the first adhesive bandage, CNN, the first cable news network, Gore-Tex, the first breathable waterproof cloth, Heineken, the first imported beer, Bianchi, the first bicycle company
All these brands, and many more, were first in a new category and, in the process,
generated enormous amounts of publicity (Ries and Ries 15). There is a strong relationship between the two. The news media wants to talk about what is new, what is first, and what is hot, not what is better (15). When your brand can make news, it has a chance to generate publicity. And the best way to make news is to announce a new category, not a new product (15).
What others say about Bianchi is much more powerful than what Bianchi
says about itself. The word of a renowned professional cyclist carries a specific weight on the industry. That is why publicity in general has been more effective for Bianchi than advertising. And why, over the past few years, positive reviews from professional cyclists have eclipsed advertising as the most effective force in promoting the Brand.
In 1885 Eduardo Bianchi, then 21 years old, started his enterprise as a bicycle
manufacturer. His first idea conceived 125 years ago, was to reduce the diameter of the front wheel and balance the gap of the motion with the application of a chain, and then to lower down the pedals. And so the very “first” modern bicycle was born (“Bianchiusa” np).
The fact that Bianchi was the very first modern bicycle gave the company
immense publicity. Everyone from the simplest individual to royalty wanted to have this bicycle. And so the brand was born. Bianchi was built on publicity, not advertising.
Branding
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Conclusion:
I
n the cycling industry, many things have changed since Eduardo Bianchi came up with the first model of the modern bike, new components,
new materials and even new applications to the original design. But even after all this years, the bases of that original design are still the same. The same thing can be said about Bianchi and that is because Bianchi has been built parallel to the cycling industry. The same color that was and is seen on bikes, jerseys, the Gyro di Italia, the Tour de France, and every major biking competition is still Celeste. The seal of an eagle that once adorned the Italian army is still representing the ingenuity, speed and commitment of Bianchi with its audience. The typeface that evolved through time evokes speed and quality still spells Bianchi in san serif. All this time, since the brand was born, Bianchi has successfully advanced its brand through ingenious applications, applications that ultimately turned any Celeste bike into a Bianchi.
Bianchi
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