Benetti re-evaluate its brand identity

Benetti Yachts celebrates its 140th anniversary this year and has taken the occasion to re-evaluate its brand identity. Following market research, it has restyled its in-house magazine, revisited its website and launched a new marketing campaign under the tag line ‘Being Unique is an Art’.

“Every owner is unique,” reads the new ad, as we see over the shoulder of an anonymous owner into the interior of his pristine yacht. “Their world, their style and their success stories are unique. Which is why we like to listen to them, get to know them and build yachts that are as unique as they are.” Developed in consultation with the Lindbergh agency, the ad differs from others we have seen in one vital respect: it focuses on the owner, rather than the end product, and his experience of not just owning a yacht but also building it.

The importance of this experience was reinforced during the 13th Azimut-Benetti Yachtsmaster, the annual event that brings together the captains and crew for three days of seminars and social activities, which this year took place in Livorno from 26-28 February. The Yacht Ownership Lifecycle, presented during the opening session, is an ongoing process that begins with the build and continues through delivery, warranty and lifetime customer care, up to the sale of the yacht. Even then, the process does not necessarily come to an end and in the case of repeat clients will start all over again.

“When it comes to custom superyachts, high build quality should be a given,” insists Corrado Del Fanti, communications manager for the Azimut-Benetti Group. “The build alone might last two or three years when the shipyard is in continuous contact with the owner, either directly or through his representative and captain. During this time the owner’s circumstances might change; a son or daughter might leave home or there might be a new addition to the family, for example. So from the owner’s point of view it’s not just about the product, but how you arrive at that product – the software rather than the hardware, if you like. We’ve realised that it’s all about the experience, and a positive build experience can make all the difference.”

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"Our new marketing strategy aims to redress the balance between tradition and innovation.” – Corrado Del Fanti

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This realisation came about after the company took a long, hard look at the brand values that have put it at the top of the global order book and seen Benetti launch close to 300 boats since 1873. Working with researchers from the University of Turin, a survey of owners, brokers and captains revealed that although Benetti enjoys high brand recognition, other aspects of its image were in need of updating in today’s ultra-competitive marketplace. Hence the three-year marketing and communications strategy is just one element of a campaign that will see a refreshed visual identity, a dense calendar of international events, new customer relations strategies, and social network activities on Facebook and Pinterest.

Benetti yachts in the past have been easily identifiable. The soft, streamlined superstructures penned by Stefano Natucci were recognisable from a distance and brought valuable brand recognition. But such familiarity also meant the brand was rarely associated with innovation in terms of exterior styling. Then 65m Nataly came along and immediately changed the game.

The masculine profile designed by Redman Whiteley DIxon looked more north European than Italian and confounded our expectations. Benetti’s Design Innovation initiative, which presented multiple concept projects from 16 designers during the 2012 Monaco Yacht Show, reinforced this new direction and nested neatly with the current ad campaign.

“Historically, Benetti has built classically styled yachts, which have formed the basis of our brand equity,” confirms Del Fanti. “But the downside of this is that visionary owners have been less likely to come to us for their next boat. Our new marketing strategy aims to redress the balance between tradition and innovation.”

Read the full article in Issue 7 of The Superyacht Owner.

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