Within the context of Interbrand’s Utopian Night series, Silvio Vigato, Juventus’ Co-Chief Revenue Officer, Head of Brand, Licensing and Retail, illustrates the branding program supporting the international growth plan of the Club.
Milan, Italy (May 30, 2017) – On the evening on May 29, Interbrand Milan hosted a Utopian Night that offered a unique opportunity for an in-depth conversation about Juventus‘ growth plan in terms of presence, influence, and business, and how this plan is being activated in collaboration with Interbrand.
As it is for people, growth is a natural impulse for businesses; and each organization and brand has its own unique story. It’s the singularity of these stories that Interbrand wants to retrace during its Utopian Nights, which offer an insider’s view of how brands are the most formidable accelerators of growth.
Football is increasingly a universal language and a global sector, and to play a central role in it, it is crucial for these organizations to stay ahead of social, economic, and sports-related changes. With this in mind, Juventus has set itself a goal of growth: extending its influence to international markets and audiences by giving its brand a wider and more profound meaning.
Yesterday’s Utopian Night included the participation of Silvio Vigato, Co-Chief Revenue Officer, Head of Brand, Licensing, and Retail at Juventus; Manfredi Ricca, Chief Strategy Officer for Interbrand EMEA & LatAm; and Lidi Grimaldi and Paolo Insinga, respectively Executive Director and Creative Director of Interbrand’s Italian office.
Manfredi Ricca and Lidi Grimaldi observed: “Juventus is the ultimate example of how brand can be a catalyst for growth. This rebranding is allowing the Club to expand its business horizons by building relevant experiences for completely new targets.”
During the evening, Vigato, Ricca, Grimaldi and Insinga retraced Juventus’ growth path, highlighting its transformation into an identity brand: from the new visual identity to the creation of initiatives that are foundational to the new brand experience of the Club, synthesized as “Black and White and More.” These experiences include the Academy, immersive retail formats, and digital and physical products and services, amongst others.
Paolo Insinga, Creative Director of Interbrand Milan, explained: “From concept to identity and beyond: together we are building the future experience of Juventus.”
Juventus’ expansion program proves that the brand is the key driver for sustainable growth. The brand strategy underway is transforming Juventus into a true icon, a global brand with roots in Italy, by focusing on its distinctive elements—the black and white stripes, the letter J, and the scudetto shield—and sharing its core values of perseverance, ambition, and excellence with a wider audience.