WELCOME TO THE BRAND INNOVATION - Milano Licensing Day
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WELCOME TO THE BRAND INNOVATION
“brand innovation”
“ ”
We have to be everywhere . We have to give the consumer the
opportunity to see our brand, and to be near us
Remo Ruffini
“ ”
The new generation is attracted by amazing products, with a soul,
speaking to them with their language
Renzo Rosso
“
There were seasons, and seasonal proposals, six months
”
by six months. Now we have to work month by month, like
publishers with their 12 covers per year.
Diego Della Valle
“brand innovation”
“ To win the ’’5-second generation’ digital is important, but only as a
medium. Levi’s ’three pillar”strategy’ : Relevancy is Everything,
”
Creating Fans Through Authenticity, and, most important, Putting
the Brand at the Center of Popular Culture..
Anit Van Eynde, VP Brand Marketing Levi Strauss &
Co. Europe
“ IKEA Teases Collaborations With adidas, LEGO & Saint Heron:
”
More cutting-edge collections are on the horizon.
Hypebeast, 07/06/2018
“background – the new consumer” “The 5-second generation” here and now flash pop - up not one single meal, but more snacks fresh-baked product batches
“background – the new consumer” Lifestyle obsessed by“lifestyle”
“background – the new consumer” “Thrillseeker” looking for experiences “F.O.M.O.” (fear of missing out)
“background – the new consumer” Crossover intercultural contamination: video games, comics, music, social media layered in communities, tribes, sub-cultures
“background – the new consumer” Inclusion engaged activists girl power
“the new branding challenges” staying contemporary following/influencing trends , while potentiating values responding to consumers’ behavioural changes managing new “here and now” purchase models managing omnichannel strategies creating traffic telling stories creating brand experiences laying markers
“dynamic brands ” Moleskine® is the heir of the legendary notebook used for the past two centuries by artists and thinkers, from Vincent Van Gogh to Pablo Picasso from Ernest Hemingway to Bruce Chatwin. The anonymous and essential little black notebook, with its unique rounded corners, elastic closure, and expandable inner pocket, was originally produced for more than a century by a small French bookbinder that supplied Parisian stationery shops frequented by the international literary and artistic avant‐garde. This trusty, pocket‐sized travel companion held their sketches, notes, stories, and ideas before they became famous images or beloved books.
“dynamic brands ”
“dynamic brands”
“licensing vs. brand fatigue” Brand Fatigue mainstream / mass homologation lack of relevance lack of exclusivity lack of grip on consumer
“brand innovation”
“edited licensing”
“ licensing and retailtainment ”
“a standard week in brand innovation - 2017”
14-18 March 2017
Ecoalf x Sybilla (FW17) Thread x Timberland GerryMcGovern x Orlebar Brown Supreme
x Lacoste Munich 2nd Life programme Isamaya Ffrench x Camper Wrangler Flame
Resistant jeans Daily Paper x Denham Loot-Crate launches Sports-Crate OnePlus at
colette JCB safety eyewear at Specsavers Eva Mendes growing at New York & Co Tods
expands Saira Hunjan Takashi Murakami x Billionaire Boys Club More Trapstar x PUMA
Basquiat by Urban Decay Jack Daniel's x Indian Motorcycles sells out in 10 minutes
Honda Rebel x Aviator Nation Beauty & the Beast: Melissa, Swarovski, Pandora, Skin
Inc., Carrie K. Collate, Christopher Kane, Juicy Couture, Judith Lieber, Moleskine
Poketo x Misfit John Lewis And/ Or range Benny Gold x Teva Discovery Channel x
Uniqlo Muzungu Sisters x La Coqueta Kylie Griffiths x Volcom Olympia Le-Tan make-up
by Lancôme (from August) 2 Chainz x Ewing Athletics Alessi for Delta Premium class
Kendall Jenner x Daniel Wellington Preen at Debenhams Samsung The Frame TVs (Yves
Behar) Henrik Vibskov x Stutterheim PUMA x New York City Ballet (from January) Fouz
AlFahad x Mac Cosmetics Tom Ford abandons See Now Buy Now Habitat Skateboards x
Twin Peaks airweave x The Ritz Paris Tyler Warren x Billabong Veja x Flaneurz SBTG
Surplus x Timex
I Love Ugly x Onitsuka Tiger Kitty McCall x Häagen Dazs COST x Only NY Marc Newson x
NikeLab Merrell Work & Tactical footwear Fjällräven travel collection Manchester
museum of Science by Peter Saville Caran d'Ache exotic pencils x Mizensir*
* osservatorio Collaboration Generetion Brand Jam / Crescendo Brands“a standard week in brand innovation - 2018” 2-4 April 2018 The North Face x Supreme (repeat) Jägermeister Jäger Balm Gant x Parley for the Oceans My Little Pony at Tezenis Brompton BWC Edition Gatorade patch Houtique x Federico Giner Boston Red Sox x Vineyard Vines Care Bears x Alice Vandy Arena Icons launched SpongeBob/Betty Boop in Moschino Swim (repeat) Sonos x Hay teased Shinola x Campfire Audio x Audeze Off-White for KaDeWe ShopDisney/Minnie Mouse x Chiara Ferragni Nike x A.L.C.NEFF for Meijer MLB Timex license Ebbets Field Flannels x Leather Head Sports Looney Tunes x New Era Anna Sui x Third Man Records Alpha Industries DIY Series x Kristina Laurendi Havens FDNY Foundation x Canada Goose Le Petit Prince x Montblanc KKW x Mario Dedivanovic Street Fighter x Naked & Famous (repeat) Nike x Vivendii x Nike x Off-White Converse x SNS Primark x Henry Holland Inglot x Jennifer Lopez Budweiser x Jim Beam Butterfly Twists x Harley Viera Newton Vans x Spitfire Wheels Vionic Beach x Marissa Quinn x Changing Tides Alain Mikli x Alexandre Vauthier Ader Error x Maison Kitsuné Kimoji x LuMee Billabong x Elle Ferguson Soma x Parley for the Oceans x Starbucks Pioneer DJ x Supreme (April Fools?) Defend x Ayumi Hamasaki Surf is Dead x Jungles Jungles Cruz Infusions x a.k.a.Sacai x fragment design Chemistry x 420 Waldos Tatty Devine x Poppy Chancellor Kartell x La Double J (TBC) Ibu Movement x Ali McGraw (repeat) NOAH x Vuarnet Ovvo Optics x Caroline Wozniacki Tolani x Nicky Hilton Fritz Hansen x Nendo Minuty x Ashley Mary Converse Addict x Gore-Tex adidas Y-3 x James Harden Vans x Concepts Louis Vuitton Les Petits Nomads living objects - Campana brothers, Urquiola, Wanders, Atelier Oï Nike x Ruba Abu-NimahYakima x Poler Dr. Martens x Engineered Garments (repeat) Oakley x fragment design Hedon x 4H10Asics x Steve Aoki (repeat) Champion x Beams artist series new edition x 4 artists AIAIAI x Deviation Hublot x Karmaloog Doraemon x Takashi Murakami x Uniqlo SPRZ New Balance x Limited Edt Vault BMW Access launches Kappa x Marcelo Burlon (repeat) Burton x Married to the Mob (repeat) Diadora x Hanon (repeat) Volcom x Ryan Burch Corian x NINE (Lego BTL) Sergio Tacchini x Applebum Reebok x Montana Cans (repeat) Guess Jeans x Sean Wotherspoon Louis Vuitton Echo luggage tracker Victorinox luggage removable battery PF Flyers x New Balance PUMA x ALIFE (repeat) New Era x Cone Mills x Todd Snyder Doku.Europe x Cuba Bling IQOS x Nigo (repeat) GAN x Flavia del Pra Video Games exhibition at V&A adidas signs up BIG3 Roland Garros x J.M. Weston Patta x ALCH (repeat) Jaguar x Waymo (concept)/Nyden first products teased Mizuno x mita sneakers (repeat) Snarkitecture book Bulova book Where's Waldo x Google Maps Onitsuka Tiger x COOHEM Tommy Hilfiger x Runway of Dreams launches Good Thing x Jasper Morrison Vibia x Note Design Studio Playboy x Journal Standard Reese's replaces supermarket eggs for April 1
“Collaboration Generation”
“what is brand innovation” communications activations through products short term, frequent and varied together with external partners (licensing, co-branding, co-marketing) objective: telling a different story enlight a different brand value inflate brand desirability
“brand innovation by type”
“brand innovation by origin”
“brand innovation by sector”
“Halo Licensing Survey”
“takeaways” brand innovation is a powerful tool brand extension, licensing, cobranding are means to an end enhance brand perception enhance brand stature enhance brand equity brand innovation is “soft” innovation, plus it is often based on the licensing model, so its accessibility is actually a great opportunity it must be used frequently and with diversity to win consumer affinity brands as cultural forces: savoir faire; repertoire
“Brand New Event - STD”
“q & a” paolo.lucci@brandjam.it
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