Let's talk about brands.

Ferrari is the best brand in the world.
The highest in consideration and admiration everywhere.

Where would Ferrari be today,
without racing in Formula 1 since the early days?


And can you imagine where Apple would be today without the iPod?

and without the iPod, no iPhone would be there, either.

and no iTunes, and no "halo" effect on Macbook and iMac.
Without the iPod, Apple would probably make 75% less revenues and 90% less profits of what they make today.
Apple shares would be valued around $10, not $200 as they are today.

well, at Vertygo Team we are the iPod.

Not literally, of course, but figuratively we are.
We are what the iPod has been to Apple Inc.
We are that brilliant idea that makes The Difference to your company.

And this best describes what we do.

As you will learn in our Apple Marketing analysis section, the iPod was not invented inside Apple. It was brought to Apple by an outsider, an engineer who proposed it to Apple. And Apple and Steve Jobs were quick to grab the opportunity. Think were Apple would be today if they did not grab that opportunity. And now it's your turn.

Do you want to grab that Golden Apple opportunity?
If you do, don't hesitate to contact us.

And now we shall tell you more about the Vertygo Team.

We advised Apple, and Ferrari, Solaris Yachts, EMI Records, the record company who has the Beatles, Rolling Stones, Queen, Pink Floyd in its roster.

And we like Pink Floyd.
And we like Ferrari.
We love their Formula 1 cars, and we love their road sports cars.



Unlocking Your Company Potential.

We unlock your company potential working in two ways:

1st.- we identify that great potential which lies still dormant, still unexploited. Yes, like the iPod with Apple Inc. We can provide to your company that brilliant idea that makes the difference. We can do this because we are forward thinkers and we have the ability to see the forest where you see only trees around you.

2nd.- we find and focus the bottleneck factors which keep your company from fully developing its potential. And we assist you in eliminating these bottleneck factors, allowing your company to realise its full potential.
Even the most successful companies have bottleneck factors, and we are talking about great names, such as Apple, Google and Ferrari.
If you wish, we can elaborate on that, so you can understand our mindset.

Through these two ways we are able to provide you with the advice, ideas and the set of instruments that will make you increase your revenues and your profits.

We are not only your forward thinking advisors,
we are your challengers, too.


We raise the bar of your objectives and expectations, we assist you to identify opportunities from a wider perspective, we enable you to view your business in a different, more rewarding way.

As you understand, we are a rather special consulting firm.

We are the Key, that makes The Difference.

We are business consultants and strategy advisors for high profile companies, for companies with a strong growth potential, and for private equity firms.


Advising Private Equity Firms.

Private Equity firms, before deciding an investment, must carefully evaluate a company growth potential and the relevant opportunities, and assess associated potential risks, especially referring to market situations, competition, products pipeline, overall business strategies.

And this is part of the advising work that we do.

You may know more on our Private Equity consulting section.

When the investment has been done, the Private Equity Firm proceeds to cut costs, optimize operations, appoint a new management team by keeping the right executives and replacing the non-performing ones, and make the company more efficient.
Fine, but this is not enough.

The most important and most rewarding step is to identify unexploited potential and roll it out, assist the newly appointed management team to redefine the product pipeline, possibly develop and market a new killer product that will turn the company fortunes decidedly upside.

And this is another part of the advising work that we do.

You may know more about it on our Private Equity consulting section.

About assessing a company or investment potential an enlighting case study is the Terra Firma acquisition of EMI


The Deeper Layer.

There is a deeper layer of advising work that we do.
We are privy to some sensitive information, and sometimes it happens that we know in advance that certain events will unfold.
We receive confidential information on an ongoing basis from insiders within the US and UK Intelligence Agencies, from insiders in the US Navy, US Air Force, from NASA and Aerospace Industry insiders, from scientists and engineers working at Lockheed Martin, EG&G and at other key contractors of the Pentagon, from insiders deep into the button rooms of the financial world, those "in the know".
More about the Deeper Layer.


More in Detail about The Vertygo Team.

At Vertygo Team we provide strategic advice and innovative thinking in business development, in strategy and in marketing strategy. We are focused on the high and mid-high segments of the markets and we cover the US and European markets.

We advise our clients in identifying new opportunities, in studying and implementing marketing strategies to increase sales, to enter new geographical markets, to introduce new products, to improve product marketing. We assist our clients in enhancing their brand value and brand awareness in the marketplace.

Besides advising companies in their home markets, we assist US companies to improve their results in the European markets, and European companies in improving results in the US market.
We work with high profile business partners in San Francisco, Silicon Valley, New York, London, Frankfurt.

We adopt winning processes in exploiting the opportunities, and we envision innovative business models, as the ones successfully implemented by Google Inc., Apple Inc., and others.
The Creative approach and wide and open vision are our key assets.


Apple, Google and Ferrari are considered among the most successful companies in the world.


We met with the Vice President of Marketing for Europe of Apple Inc., Erik Stannow, and we discussed with him the distribution of Apple products in Europe. We provided innovative solutions to overcome the bottleneck factors limiting Apple sales in Europe as compared with sales in the US.

We met with the Executives of Communications and Brand Management of Ferrari in Maranello and we talked about high profile communication of the outstanding Technology and Engineering of Ferrari Formula 1 and Ferrari Sports Cars through a cross-media project, aimed especially to the US and Northern Europe markets.


Apple, Google and Ferrari are in our opinion the brightest examples of intelligent marketing.


Apple Marketing Strategy.

Apple owes its overwhelming success to the smart iPod + iTunes product combination, a combination of a great hardware piece with great style, great software, great performance, user friendly interface, with a great e-business service. The iPod + iTunes halo effect and new great Mac computers and Mac OS software did the rest in increasing Apple revenue stream.
In the 5 years between 2003 to 2008 the Apple shares increased 25 times, from $7.5 to $180 per share. At July 2008 prices Apple stock market capitalization was $160 billion.

But, as we said, even the best companies with the best products have bottleneck factors which often avoid full exploitation of the opportunities.

Few people are aware - and few market analysts too - that for the first 3 years the iPod was an absolute flop. The iPod was launched in october 2001, and between 2001 and 2004 iPod sales were between 100-200 thousand units per quarter, very far from today's 8-10 million units per quarter, and they were not even covering the product research & development costs.
Then, in June-Aug 2004 something happened, and iPod sales began to grow strongly, quarter after quarter. Today, we all know where the iPod stands, and what a remarkable success it is.

Analysis of the Apple Marketing Strategy


The iPod made the fortune of Apple, and it stands out as the major turning point in the company growth.

Few people know - and few market analysts too - that the iPod + iTunes business idea was not conceived inside Apple, but was proposed to Apple by an outside source, a music lover and Engineer named Tony Fadell, who was later hired by Apple. Fadell had approached other companies before Apple, including Microsoft, and Microsoft had turned away Fadell and discarded the project, as "uninteresting" ...

The merit of Steve Jobs and of the Apple Executives was in the ability to listen, catch on the business idea, build a team around Tony Fadell, make a smart development process, and finally coming out with an excellent product, beautifully styled by Jonathan Ive.


Ferrari Marketing Strategy.

Ferrari is a myth and a legend in the automotive industry.
Yet, Ferrari never spent a penny in communications or in advertisement. Ferrari is a typical "no marketing" winner. In reality they did a great marketing "unawarely". Passion is their marketing.

Enzo Ferrari, driven by his own passion, not only built the most beautiful and fastest sports cars in the world, he brought Ferrari to car racing from the start, and his passion for engines made Ferrari a legend in the racing world. Enzo Ferrari drove his passion and excitement in racing to supporters all around the world, he made the Ferrari legend and Ferrari became a myth. Ferrari never left car racing and Formula 1 and the synergies between Ferrari Formula 1, Ferrari gorgeous sports cars, Emotion and Passion have been and still are the winning marketing strategy of Ferrari.

Analysis of Ferrari Marketing Strategy


Google Marketing Strategy.

Google Inc., from just a smart algorithm, has developed a totally new business model, has become in a few years the world leading search engine, has developed winning applications as Google Earth, Google Video, Google Maps, Gmail, and is enjoying a huge success. Google, starting from scratch, has won the challenge against a giant like Microsoft and against the previous search engine market leaders Yahoo, Lycos and Altavista.

Today Google Inc. is the 5th biggest US company, considering stock market capitalization.

Analysis of Google Marketing Strategy


Larry Page and Sergey Brin, the two young founders of Google, have been advised and assisted from the beginning by Wilson Sonsini Goodrich & Rosati, the premier corporate law firm of the Silicon Valley in technology and growth enterprises. Wilson Sonsini Goodrich & Rosati have assisted Google Inc. in their initial public offering, IPO, at the New York NASDAQ. At the IPO in August 2004 Google share price was set at $85, which to many financial analysts seemed eccessive and unreasonable.

In nov. 2007 Google shares topped $700. Google stock market capitalization reached $230 billion.

Wilson Sonsini Goodrich & Rosati are an outstanding corporate law firm. They have great skills and they understand technology and innovation. Wilson Sonsini Goodrich & Rosati have been advising us on a specific assignment in the Silicon Valley.


Vertygo Team on the Google Search Engine

Vertygo Team has top ranking on the Google Search Engine.
The Vertygo Team Analysis section has become the world reference on Apple Marketing related topics: iPhone Marketing, iPod Marketing, and on marketing topics related to Google Inc. and Ferrari.

Our analysis pages have been visited by Boeing, Nokia, Sony, Google, Microsoft, Intel, EMI Music Group, Fox Broadcasting Company, Nielsen, Nielsen Media Research, General Electric, Lawrence Berkeley Laboratories, US Department of Defense, the US Army, US Navy, US Air Force, NSA, National Security Agency, Fort Meade, Maryland, Dean Witter Financial Services, New York, Société Générale Corporate & Investment Banking, Cerberus Capital Management, New York, Aventis Pharmaceuticals.

We received visits from the most prestigious Universities in the world:
University of Harvard, University of Stanford, Yale University, MIT Boston, Rutgers University, London School of Economics, Oxford University, Università La Sapienza, Roma, Italy, Luiss University, Italy, UCLA University of California at Los Angeles, University of California at Berkeley, University of Texas at Austin.

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