Bianchi

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BICYCLEBRANDING

BICYCLEBRANDING

It 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.

INTRO

Branding in the cycling industry

BianchiRicardo Cortes

Branding

BRANDING

What 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:

WHAT IS BRANDING

Brand IdentityBrand identity is the visual elements

unique to an organization or product

which may include any one or more

of the following: symbolic imagery,

stylist ic treatment of name, color,

t ypographic speci f icat ions and

any other accessory visual elements

designed to bring recognition and

association (Wheeler 12). Sometimes

this is referred to as “trade dress”,

or “visual identity”.

For example in Bianchi the

“trade dress” would be its distinctive

celeste color, as well as colors of

the Italian f lag, the eagle logotype

and the type face. Other good examples

of this characteristic on the industry

would be the custom typeface of

specialize bikes, the logo livestrong

in yellow, and the Schwinn star

logotype. In other words any visual

aspect that adorns enriches or

garnishes a brand.

Brand PersonalityBrand personality is the character -

ist ics or traits that describe

an organization or product as if

i t were a liv ing being, such as

dynamic, sexy or aloof, driving

visual and experiential touch points

that consistently deliver emotional

qualities to the point of association

and retention (Pavit t 23).

The brand personality is the

feelings that a brand evokes in

a customer. For example love and

Kay diamonds, safety and Volvo.

Bianchi’s personality is represented

by its innovation, as the first modern

bike. Bianchi evokes familiarity on

its customers. Also Bianchi’s quality

evokes felling of trust in its

users, giving it a reliable personality

to the brand.

Brand ValuesBrand values are what the brand

stands for, believes in and ultimately

how it is dif ferent from other

brands (Pavitt 26). While they can

easily be a separate set of traits,

brand values neatly bridges brand

personality with a brand promise,

by let t ing the audience gain a bit

more insight into what is an

organization or product as a living

entity (Wheeler 17). In other words

what attributes and virtues

represent a brand. For instance,

if Bianchi could talk, it might say:

“I am all about great products, but

you should know first that I am

pure and kind to the industry. I have

a conscience” (Wheeler 17).

Bianchi communicates its

values through being involved in the

most important races, sponsoring

the best cyclist, and by always

encouraging the sport of cycling in

advertising campaigns.

Brand PromiseBrand promise refers to the

benefits that come with the brand,

either practical or emotional,

gained by those partaking in the

experience or consumption of an

organization or a product (Wheeler

17). Brand promise could be viewed

as the words that define the

brands. For example, “the best

cola”, “the more durable tires”,

“the ultimate driving machine.”

In other words the brand promise

represents the brand’s slogan, the

pleasures to be enjoyed and the

pains to be reduced by the use or

association of the brand.

Advertising legend Walter

Landor once said: “Simply put,

a brand is a promise. By identifying

and authenticating a product

of service, i t delivers a pledge of

satisfaction a quality” (Camper 60).

Many design and branding people

still agree with this to be a relevant

force, however, a brand must do

more than just promise. Al and

Laura Ries state in their book The

22 Immutable Laws of Branding,

“What others say about your brand

is much more powerful than what

you say about it yourself.”

That’s why publicity in general is more

effective than advertising (Ries and

Ries 15). Advertising a promise simply

protects a brand (Camper 61). News is

what gives a brand its credibility (61).

Bianchi’s brand promise

is buil t on publicit y rather than

advertising. The brand slogan is

“Passion for celeste” which does not

tell you it is the best or the fastest

or the lightest bike. What this

brand promise tells you is that the

company puts passion on every bike

they make.

But more importantly is the

corroboration of this promise by

people within the industry, many

years the advertising, and the

participation on the most important

cycling venues. So advertising

protects the Bianchi’s promise and

publicity gives Bianchi its reputation.

Brand ConceptBrand concept refers to the sin-

gular concept or idea to be owned

in the mind of your audience, aka

“conceptual ownership” (Wheeler 18).

If there is one core component in

the discipline of branding, it is this

one, because it encompasses the

other components and becomes an

idea in the user’s mind.

Look at history and the

exponentially growing stimulus com-

peting for our mental associations

(mindshare) (Ries and Ries 22-28).

And now look at the successful,

almost cultish brands, and note

their singularity and consistency in

the concepts they own in our minds:

Volvo-safety, 3M-innovation,

Nordstrom-serv ice, Amazon-

expense (25).

The emotional conceptual

singularity is so important because

it is the way we think, whether we

like it or not (Wheeler 18). With

so much bombardment from an

ever-growing number of companies

and messages all vying for our

attention, mindshare is the only

way our brains can latch on to an

organization and/or product (18).

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 CELESTETHE BIANCHIBRAND

The 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

COLOR

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

Bianchi

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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).

Typography 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.

Typeface

Alogotype 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 non-

verbal communication of the brand, which can be used to

reinforce, repeat, substitute, complement, accent and

regulate the verbal communications (34).

Logotype

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 deter-

mination for quality products.

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.

Vision

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 logo-

type 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.

Meaning

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.

Authenticity

Branding

Differentiation

We 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.

Bianchi

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Sustainability

In 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.

Coherence

Whenever 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.

Collection of posters from different periods, showing the versatility of the brand. (below)

Evolution of Bianchi’s typographic logos. (left)

Identity

Identity 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 commu-

nications 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).

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.

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.

Commitment

Value

LOVEYOUR BIKEBIANCHI125 YEARS

1THE IMPORTANCE OF BEING FIRST

It 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

Bianchi

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Conclusion:

In 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.

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Lunde, Paul. The Book of Codes. 1st Edition. California: Weldon Owen, Inc., 2009. Print.

Pavitt, Jane. Brand New. 1st Edition. New Jersey: Princeton University Press, 2000. 223. Print.

Ries, Al, and Laura Ries. The 22 Immutable laws of Branding. 1st Edition. New York: HarperCollins, 2002. 255. Print.

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Wikipedia contributors. “Cycling Teams Tour de France 2012.” Wikipedia, The Free Encyclopedia. <www.en.wikipedia.org/wiki/2012.tour_de_france>.

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