Roma president James Pallotta talked to FastCompany.com about the brand strategy of the Giallorossi. Here are his words:
“The International Champions Cup is great exposure, but it’s really just one little piece of the puzzle. There are a lot of teams with global brand aspirations, but how do you go about it? Just producing content for content’s sake isn’t the answer, it has to be good. We produce more content than anyone else, but it’s clear that people are responding to it. There is a lot of lip service being given to content, but you just can’t produce shit and expect people to pay for it or spend time with it. At the end of the day, our mantra is everything we do has to be first class. If I see anything that gets put out there that’s crap, I lose it. Fans can get easily jaded if you’re not doing things right, with their interests in mind. I don’t put pressure on anyone saying, we’ve got to be in India, we’ve got to be in Africa, we need a bigger presence in China! I don’t generally have a lot of patience, but I understand that if this is going to be a sustainable project and brand, that it’s really putting in a huge infrastructure over the years that will allow us to systematically gather fans because we’re doing the right thing. It has to be sustainable.”
