In a message dated 4/8/2004 7:08:09 PM Eastern Daylight Time, richardsachs@juno.com writes:
<< this is a reallllllly grey area; these businesses didn't "bill". there were no brochures with "copy" and superlatives. no ads and marketing to speak of. all the hype was generated by the journalists and, in turn, by consumers. >>
I think "live up to their billing" is pretty on target here. This was meant as used in show business, a broad ranging presentation of "the product" in an elaborate public relations campaign.
These businesses (mostly men with big talents and even bigger egos) tirelessly engaged in promotion of themselves that was broad based and often hyperbolic.
I have (and I bet you have too) had personal communications with the aforementioned "master builders" and they were very quick to claim that their products were the absolute best in every possible way. Plenty of hype straight from the horses mouth! Although I DO think that the best from the master builders produced wonderfully refined and artful bicycles, the sheer arrogance and conceit of the builders was always an amazing thing to witness.
The fact is, the whole marketing (another sheer business term) effort by the "CEO" of these companies revolves around the assertion, either directly or subtly, of absolute excellence in performance and craft.
Rather than produce bombastic brochures and ad copy (although the latter does exist in many double spread page ads in BiciSport), these marketing campaigns took the usual marketing philosophy for high end product by sponsoring conspicuous teams and riders, elaborate trade show displays, deluxe fittings and high prices. Masi has never been a company with a lot of advertising dollars but DeRosa in particular has spent amazing sums in BS ads. Etc., etc.
I agree the press and consumers have participate eagerly with this building of image but there is no question where it all starts, in the ambition of the heads of these companies! That is, Ugo, Faleiro, Cino, Alberto, Irio, Ernesto.... Those "humble lads upon whom fame has been forced by adoring fans."
Dale
Dale Brown
Greensboro, NC