February 24, 2015
From Maserati Ghibli app
Italian automaker Maserati completed its search for Britain’s top 100 entrepreneurs and released the list of these successful business leaders on a microsite for the campaign.
In conjunction with Centre for Entrepreneurs, Maserati chose individuals who portray similar entrepreneurial spirits as its founders and who give back to the next generation. Honoring 100 British businessmen and women will likely help the automaker demonstrate a personal dedication to upcoming generations of innovators.
"Maserati’s competition is fierce," said Chris Ramey, president of Affluent Insights, Miami, FL. "Owning ‘innovation’ in the car space differentiates their brand from others."
Mr. Ramey is not affiliated with Maserati, but agreed to comment as an industry expert.
Top 100
In November, Maserati teamed with the Centre for Entrepreneurs to determine 100 of Britain’s most successful entrepreneurs to celebrate 100 years of Maserati.
Consumers will be able to nominate their own submissions and the final 100 entrepreneurs were announced this week. The initiative will help Maserati draw attention to its own heritage as well as the accomplishments of 100 individuals, bringing attention to the entrepreneurial spirit of the brand (see story).
By encouraging members of the Centre for Entrepreneurs to nominate potential entrepreneurs for this award, Maserati saw a large portion of the business leaders from technology fields.
Maserati 100 site
“When we started the campaign, we didn't know which individuals would be nominated by the public,” said a spokesperson from Maserati. “However, it's no surprise that the technology sector accounts for half of the entrepreneurs named in the Maserati 100 list, as the technology industry employs almost 1.5 million people in the United Kingdom and is one of the fastest-growing business sectors in the world, not just the U.K.; that, in turn, means that more Brits now work in technology than in Financial Services.”
Entrepreneurs include Richard Branson for his work with Virigin StartUp, a non-profit company offerinf financial support and business mentoring to young companies. Others include woman such as Kate Craig-Wood who is a cloud computing entrepreneur who campaigns for women in technology and getting young girls interested in tech fields.
Also, Michelle Wright, the founder of Cause4 which works to provide support to charities and social enterprises so they can grow.
The full list of entrepreneurs is on Maserati’s microsite for the campaign and the individuals will be honored an event at London’s Mayfair.
Lifting spirits
Focusing on entrepreneurs allows brands to demonstrate their own histories and present initiatives by focusing on similar successes of others.
Scottish whiskey distiller The Macallan aimed to capture the attention of up-and-coming technology entrepreneurs at the interactive aspect of Austin, TX’s South by Southwest festival March 7-11, 2014.
The Macallan held both physical tasting events and social events over the weekend portion of South by Southwest Interactive where many young upstarts networked and attended seminars and special events. Although SXSWi’s target demographic may not be seen as the traditional high-end whiskey drinker, The Macallan may spark a connection that grows as attendees rise in their careers (see story).
Also, French jeweler Cartier is supporting women entrepreneurs with its annual Cartier Women’s Initiative Awards that promotes female-led startup companies.
Created in 2006 by Cartier and its partners, the Women’s Forum, McKinsey & Company and Insead Business School, the awards are given to the woman or group of women with the best business plan submitted to the global competition. Brands can be humanized by investing in causes that empower future leaders (see story).
Looking to entrepreneurs can bring out a brands values in an unusual manner.
"The tech sector connects the dots between entrepreneurial risk, innovation and success," Mr. Ramey said. "All values that enhance Maserati."
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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