It's not enough to create something new, it's not even enough to be the very best. You need to be able to communicate the facts. The importance of knowing how to create a buzz, how to be the name on everyone's lips, from Tullio's era to the digital age of social media.

This episode of "With Wings on Their Wheels" one again delves into the treasure trove that is Gianni Brera's biography of Tullio and the Campagnolo brand; the company's chief communications executive, Joshua Riddle, will obviously have a few things to say on the subject at hand; and there will be interviews with enthusiasts and collectors at the Eroica race in Tuscany and at the Grandfondo Campagnolo in Rome.

Logo illustrated by Osvaldo Casanova.