The iconic Italian car manufacturer Alfa Romeo is celebrating its 100th birthday this year. One hundred years for any company is quite an achievement but it got us thinking about the Alfa Romeo brand. A brand is a promise, pure and simple. Alfa Romeo cars turn heads, look fast standing still, are engineered for the next century and demand joyful driver participation. How did they get there and stay there after a century that saw so many car manufacturers eating dust? Its all about the “S” word….STRATEGY. Alfa Romeo started out with a plan to win virtually every important race of the 20th century and dominate at a time when the world was thinking of cars as magical machines.With a STRATEGY in place supported by tactics critical to the STRATEGY i.e. design, engineering, speed and, oh yes, we’re from Italy, the brand grew, prospered and lives, even today. Think the tactic of having Dustin Hoffman drive an Alfa Romeo Duetto in the film The Graduate helped? Sales soared in the US once Benjamin secured Elaine from the alter and really pissed off Mrs. Robinson. “I have to have that car” was what people were saying as they left the theater humming Simon and Garfunkel tunes. Alfa even named a future model The Graduate.
So where’s your brand at?
What’s your promise and what tactics do you think will get you, your products and your company to the next century? At FirstTracks Marketing Group we help companies answer these questions by starting with the STRATEGY. Let’s get together and talk STRATEGY. Call us at 1-603-924-1978 or fill out our online form.