Interesting point he draws about the "authenticity" of the Vespa brand. He makes a couple claims I might disagree with. But overall, a pretty good take on the brand--if you're into the Marketing-shite like I am.
Here's an excerpt:
Perhaps this focus on lifestyle is the reason why the familiar Vespa look and feel hasn't changed significantly since its original incarnation. The lifestyle of the single, middle-class European Bohemian is essentially what it was fifty years ago; cappuccinos still have froth, art galleries are still in lofts, and French film noir is still...well, noir. For Vespa, it's not the brand or the logo that's cool -- it's literally the vehicle of a lifestyle. Its image is effortless. Vespa has an indisputable history and, in its own unassuming way, it possesses something that other brands spend billions trying to achieve: authenticity.