The Prancing Horse: How Ferrari Built and marketed a Brand that Spans Generations
From the iconic red paint adorning head turning bodywork, to its iconic prancing horse against the eye catching yellow shield; I think you know the brand we're talking about!
Expanding far beyond the company created by Enzo Ferrari in the 1930's as a means to pursue his insatiable passion for motorsports, Ferrari is now a worldwide phenomenon, conveying a sense of status and prestige unmatched by all but a few brands worldwide
𝙃𝙤𝙬 𝙙𝙞𝙙 𝙩𝙝𝙚𝙮 𝙙𝙤 𝙩𝙝𝙞𝙨?
Like all good things, the growth of Ferrari as a global brand was achieved with a great deal of time and care. With careful attention to detail, every aspect that makes up the brand is overflowing with a sense of meaning, from their vehicles to their online marketing.
1. 𝙀𝙛𝙛𝙚𝙘𝙩𝙞𝙫𝙚 𝙐𝙨𝙚 𝙤𝙛 𝘾𝙤𝙣𝙩𝙚𝙣𝙩 𝙈𝙖𝙧𝙠𝙚𝙩𝙞𝙣𝙜 - Consistently engaging their audience with all manner of quality content over their range of social channels, from Concept sketches, driver interviews, & photos celebrating the rich history of the brand. Ferrari ensures there is something for everyone, ensuring the brand is front of mind to their 16 Million Facebook followers, making them come back for more
2. 𝙏𝙖𝙧𝙜𝙚𝙩𝙞𝙣𝙜 - Every single day, thousands flock to Ferrari's range of social channels. The brand's talented marketing team effectively uses a range of modern tracking tools, and targeted advertising to ensure the brand is always close to their ideal clientele
3. 𝙀𝙭𝙘𝙡𝙪𝙨𝙞𝙫𝙞𝙩𝙮 & 𝙋𝙧𝙚𝙨𝙩𝙞𝙜𝙚 - Ferrari's supercars are only available to society's upper echelon. Its limited number of dealerships & wait times for vehicle deliveries foster a sense of exclusivity and rarity creating a brand that not only encapsulates 4 wheeled performance and driving experience but creates a brand that is aspirational.
4. 𝙈𝙚𝙧𝙘𝙝𝙖𝙣𝙙𝙞𝙨𝙞𝙣𝙜 -Not everyone can afford to own a Ferrari, and they know this. Thanks to the brands extensive use of merchandising, and advertising, anyone is able to buy into the aforementioned exclusivity and prestige of Ferrari, well, without owning a Ferrari! From clothing, hats and shoes to surfboards, mahjong sets and photo frames, Ferrari really does offer something for anything looking to show off their commitment to the brand
A prime example of masterful use of brand, online marketing and merchandising, Ferrari has solidified itself as a global pillar of prestige that has stood the test of time, forming an emotional connection with many of its followers that has transcended generations, and expected to continue to do for for many more to come!
