The other day here in England, in Brighton, I was in the gym and I was talking to one of them
guys you’re always talking about, right? Italy, England,
but who do you have, who do we have?
You have pizza, but what do you have? But we instead have the world champion boxing …
At a certain point to do away with it, the Valentino Rossi card drops.
I say we go well we have Valentino Rossi.
And this guy got on his knees!
Belin, he knelt! Now I have several questions to ask you. The first is:
how many of us have a brand, a product, a service, that when you say it
do people kneel? I do not know, there’s the Pope,
there’s Valentino Rossi, it’s not like there’s a lot out there.
The second consideration is that this was simply a mad, freaking outrage,
– possible, absolutely possible – the third option instead,
is to take note of the fact that our Valentino Rossi,
have you heard? Instinctively, our Valentino Rossi, is not it?
Valentino Rossi is a cult brand, it is a brand
now epic, and often with these great characters
one makes the mistake of thinking that as
they have a lot of money, they have won everything,
so, I’m a cult brand for that. Instead it is not true.
I do not know, Ivan Lendl, he won everything, he was number one
of the world, a crazy character, certainly for those who played tennis
He was a great man, but he never became a cult character.
Because? Because he was not a character like that, he was not a brand capable
to catalyze attention such as one like Valentino Rossi
he can do. Because? A first obvious aspect
it’s longevity. He is 38 years old, for another I did not believe that Valentino Rossi
38 years old, because he’s a bit like Gianni Morandi.
It is one of those that always seems like a child.
It means that it is a brand that has always been there, for my generation – 45 years –
more or less Valentino Rossi has always been there. Always at high levels.
Either he won or he came second,
or he always did discuss. This means that if you were
a Valentino Rossi competitor, 20 years ago, you had to get used to
the idea of competing at the highest level for the next ones
20 years. Which is a mess, it’s a bit of that long-term vision
by Jeff Bezos of Amazon, here’s something like that.
And as a public instead you have a brand that actually
becomes the national hero. When things go bad luck, Valentino Rossi
often gave us moments of joy, understood.
A second characteristic is that Valentino Rossi is not an “I”
but it’s us, and in fact if you think about it it’s a bit like the 2008 Obama campaign.
The campaign was: Yes, we can.
He did not say: Yes, I can. And Valentino Rossi is the same thing.
He’s a tribal man, when you see he has his own
VR46 tribe because it is one capable of building
this type of relationship. The super true fans,
those that just go crazy for Valentino.
Here he has this ability because you are part of the project.
If you lose we lose together, if we win we win together. And for this,
third characteristic, forgive him a little of everything, all his ups and downs
etc., etc. Apart from that in Italy, they do not forgive you
a failure, this is something to remember but it is true.
One like Valentino Rossi who collected, I read
an article by Euro Sport, from 2000 to today a standard figure
350 million euros, clearly on the one hand you are happy
on the other you know how it is in Italy, right? Uhuuu!
In addition he had all the various trouble with the tax in theory the brand
it could have been diluted, but this did not happen, why?
Why do you forgive him, and why do you forgive him?
Because in the end you believe him. Steve Jobs said:
“Brand in the end is trust” the brand is ultimately trust
and you believe in Valentino Rossi.
Because? Number one because it has brought results over the years,
it was very consistent.
With him you have the facts that speak. A second characteristic is that
you believe him because emotionally there is a relationship
very strong, it is an intense one, it is one that excites.
I mean when Sampras came in to play
at tennis, it was perfect, it was a phenomenon, but it was boring.
For me, I have another book by Sampras behind, a big fan of Sampras,
mind you. Valentino Rossi, instead is one that excites,
in good or bad it excites and this makes you vibrate
understood as a rope and at that point you are in relationship with him.
And the third characteristic is that it is not perfect, it is admittedly not perfect.
Which is his beauty, less beautiful for opponents,
why does it go flat, no? When it goes down on the track, and when it’s out, in interviews
ehhe is someone who goes inside like a bull,
inside all the shoes.
“He’s used to doing this bullshit, obviously he takes his ass to get behind every Sunday!
Hello! “Another aspect that closes the circle of this crazy brand
that now has become Valentino Rossi is that you see one
driven by passion, so go on a motorcycle
it’s not a job.
guys you’re always talking about, right? Italy, England,
but who do you have, who do we have?
You have pizza, but what do you have? But we instead have the world champion boxing …
At a certain point to do away with it, the Valentino Rossi card drops.
I say we go well we have Valentino Rossi.
And this guy got on his knees!
Belin, he knelt! Now I have several questions to ask you. The first is:
how many of us have a brand, a product, a service, that when you say it
do people kneel? I do not know, there’s the Pope,
there’s Valentino Rossi, it’s not like there’s a lot out there.
The second consideration is that this was simply a mad, freaking outrage,
– possible, absolutely possible – the third option instead,
is to take note of the fact that our Valentino Rossi,
have you heard? Instinctively, our Valentino Rossi, is not it?
Valentino Rossi is a cult brand, it is a brand
now epic, and often with these great characters
one makes the mistake of thinking that as
they have a lot of money, they have won everything,
so, I’m a cult brand for that. Instead it is not true.
I do not know, Ivan Lendl, he won everything, he was number one
of the world, a crazy character, certainly for those who played tennis
He was a great man, but he never became a cult character.
Because? Because he was not a character like that, he was not a brand capable
to catalyze attention such as one like Valentino Rossi
he can do. Because? A first obvious aspect
it’s longevity. He is 38 years old, for another I did not believe that Valentino Rossi
38 years old, because he’s a bit like Gianni Morandi.
It is one of those that always seems like a child.
It means that it is a brand that has always been there, for my generation – 45 years –
more or less Valentino Rossi has always been there. Always at high levels.
Either he won or he came second,
or he always did discuss. This means that if you were
a Valentino Rossi competitor, 20 years ago, you had to get used to
the idea of competing at the highest level for the next ones
20 years. Which is a mess, it’s a bit of that long-term vision
by Jeff Bezos of Amazon, here’s something like that.
And as a public instead you have a brand that actually
becomes the national hero. When things go bad luck, Valentino Rossi
often gave us moments of joy, understood.
A second characteristic is that Valentino Rossi is not an “I”
but it’s us, and in fact if you think about it it’s a bit like the 2008 Obama campaign.
The campaign was: Yes, we can.
He did not say: Yes, I can. And Valentino Rossi is the same thing.
He’s a tribal man, when you see he has his own
VR46 tribe because it is one capable of building
this type of relationship. The super true fans,
those that just go crazy for Valentino.
Here he has this ability because you are part of the project.
If you lose we lose together, if we win we win together. And for this,
third characteristic, forgive him a little of everything, all his ups and downs
etc., etc. Apart from that in Italy, they do not forgive you
a failure, this is something to remember but it is true.
One like Valentino Rossi who collected, I read
an article by Euro Sport, from 2000 to today a standard figure
350 million euros, clearly on the one hand you are happy
on the other you know how it is in Italy, right? Uhuuu!
In addition he had all the various trouble with the tax in theory the brand
it could have been diluted, but this did not happen, why?
Why do you forgive him, and why do you forgive him?
Because in the end you believe him. Steve Jobs said:
“Brand in the end is trust” the brand is ultimately trust
and you believe in Valentino Rossi.
Because? Number one because it has brought results over the years,
it was very consistent.
With him you have the facts that speak. A second characteristic is that
you believe him because emotionally there is a relationship
very strong, it is an intense one, it is one that excites.
I mean when Sampras came in to play
at tennis, it was perfect, it was a phenomenon, but it was boring.
For me, I have another book by Sampras behind, a big fan of Sampras,
mind you. Valentino Rossi, instead is one that excites,
in good or bad it excites and this makes you vibrate
understood as a rope and at that point you are in relationship with him.
And the third characteristic is that it is not perfect, it is admittedly not perfect.
Which is his beauty, less beautiful for opponents,
why does it go flat, no? When it goes down on the track, and when it’s out, in interviews
ehhe is someone who goes inside like a bull,
inside all the shoes.
“He’s used to doing this bullshit, obviously he takes his ass to get behind every Sunday!
Hello! “Another aspect that closes the circle of this crazy brand
that now has become Valentino Rossi is that you see one
driven by passion, so go on a motorcycle
it’s not a job.
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