Inter Milan marketing chief Danovaro explains promotion plans and badge change

Inter Milan marketing chief Marco Danovaro has detailed plans for the club and it’s global profile in the future.

Danovaro has spoken with the FootballCo Business Podcast about his time with Inter.

“When I arrived at Inter they asked me to do something different from traditional marketing,” he stated. “We started down a path as a brand to grow and project ourselves into the future.

“The goal was to make this club something more than a football club. Inter for us must win on the pitch but also must be recognizable even in terms of lifestyle, digital identity, and so on.

“We strongly believe in the idea of being an entertainment company. From this we started and have grown over the last few years.”

Danovaro continued, “Digital marketing is a way to engage with our fans and with people who are interested in the world of football and also in what we do. It is the next step for all companies that want to entertain consumers.

“We interact with our supporters through press releases published at six am.

“A new way of communicating that allowed a different type of interaction with the fans, who were curious to know the new players in the team and therefore connected very early on with our channels.”

On designing the club’s new crest and visual identity, he stated, “It was a great honour, but also a very tough challenge for me and my team to redesign the logo.

“It represents millions of fans and at the same time it holds emotional meaning for them.

“We carefully chose our partner and already at the first meeting we found the right mix between those of us who represent the traditions, and the Leftloft design company which represents the future.

“The new logo is based on iconic imagery.

“We decided to keep only two letters. I for Internazionale, our name and our way of thinking, and M of Milan, our city.

“We have chosen to keep our traditional colours but to slightly change the blue to a more ‘digital’ one.”

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