Mondadori Portfolio:Picture This!Willow:NeoPOP Art, licensing and Co-Branding

Beatlesmania!Opsec: Brands Security

TRENDS OF TRENDS OF THE SEASON:THE SEASON:POP, ROCK, RIDERS AND HERITAGE

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Brand Jam 2.0Branding vibes, remastered

Brand Jam was born around one simple idea: we justwanted a place to promote and share with passionateprofessionals like us a different view of brand licensing, co-branding, and collaborations projects.Barely one year after, Brand Jam gathered a richcommunity -we love to consider it a crowd of “believers” –which hears, comments and faithfully follows our contents:in a nutshell, Brand Jam is seen as a container of brandinginspiration.Then a number of requests followed from this avidcommunity: to select and compile all the visual material,hélas only available online, into some publications, somesort of yearly based compilation. That’s what “the Best of Brand Jam” is about. Brandingvibes, remastered, like your best loved group. All material is not new, but “remastered” according thebranding trends we have caught during the year in the toptrade fairs and compiled accordingly.Hoping it can be a useful tool to keep on the desk and toconsult every now and then, or at least a nice series tokeep collected on the bookshelf.

Thank you for the love

The Brand Jam team

www.brandjam.it

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CONTENTSCONTENTS4 INTERVIEW

Mondadori Portfolio: Picture This!

8 PEOPLE & PROJECTSWillow: Neopop Art, Licensing and Co-branding

12 FOCUS ONBeatlesmania!

14 THE BEST OF BRANDING VIBESRiders on the stormPop till you dropHeritageKings of Rock'n'Roll

24 ACADEMYIs Your Licensed Brand “Big Enough” for a Brand Protection Program?

Brand JamLucciTM SrlCorso Sempione 1120145 Milanowww.brandjam.it

Publishing and AdvertisingCorso Sempione 1120145 MilanoPh. +39 0234938355brandjam@brandjam.it

Number 0 not for sale, all the contents are property ofBrandJam and all the images belong to the rights owners

On the coverAndy Warhol

Picture courtesy ofMondadori Portfolio

Interview page 4

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MONDADORI PORTFOLIO:Picture this!

An archive of over 4 million images, ranging fromclassical art to the cinema, from graphics tocelebrities and from food to the naïf. The MondadoriPortfolio boasts the sort of collection only a publisherwith a hundred years of history could ever hope toachieve. And now this collection is no longer confinedexclusively to partners look ing for pictures with theright impact, the Mondadori Portfolio project is tak ingit to mark et for retail and co-branding initiatives.Brand Jam interviews Elisabetta De Simone, Salesand Operations Manager of Mondadori Portfolio

Brand Jam: What is Mondadori Portfolio?

Elisabetta De Simone: Mondadori Portfolio is acollection of photographs from Mondadori’sprestigious magazines – all household names in Italy.Starting from Epoca, which is considered the Italianequivalent to Life, and on through the likes of Grazia,Tempo and Panorama, we’ve used all our in-houseMondadoriElecta experience and expertise to createan archive of thousands of pictures. Subjects rangefrom Italian and European paintings, unique insightsinto classical, modern and contemporary architecture,masterpieces of sculpture, key archaeological sitesand collections from leading museums. There arepreviously unpublished collections and shots by someof Italy’s best-known photographers from the 1950s tothe present day: names like Mario de Biasi, WalterMori and Sergio del Grande.Mondadori Portfolio is a unique collection whichnarrates over a century of Italian history in terms ofevents, society, fashion and entertainment.

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B.J.: You already have a number of consumerproduct projects up and running, can you giveus a brief outline about that?

E.D.S: We have consolidated our expertise inconsumer products over the years, mainly in the fieldof our art portfolio. Clients include some of the bignames in the business, like Bassetti and GutEdizioni. With them we’ve gone beyond thedomestic market here in Italy and gained experienceinternationally.

B.J.: What sort of opportunities does MondadoriPortfolio offer retail businesses?

E.D.S.: We feel we can be valuable partners inhelping exploit the new opportunities currentlyavailable in retail, opportunities which are showinggrowth. Some of the well-known companies we haveworked with, like Sephora and Dolce & Gabbana, arealready wired in to this trend: choosing and using exactly the right shot to present not just a product,but above all an idea, is the most effective strategythere is to grow and consolidate your brand.

B.J.: What targets have you set yourselves indeveloping your licensing sector?

E.D.S.: Well, we know we’ve got a lot going for us interms of experience and expertise, so we’reconcentrating on finding the best solutions to beideal partners for any client, able to come up withexactly the right project to enhance that X factorwhich makes their business special. Which is whywe think licensing is the obvious way to go, a sort ofnatural follow-on for what we do and who we are.

B.J.: So Mondadori Portfolio isn’t just your usualrun-of-the-mill image stockists?

E.D.S.: Looking back, we now realise that was neverall we wanted to do right from the beginning. We’vealways been aiming at providing material in the fieldof promotions, primarily culture, but also news,entertainment and, above all, communication. We’reunique on the Italian market: an agency which seesphotos not just as simple physical props, but as ameans to an end.

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NEOPOP ART, LICENSING AND CO-BRANDINGA world peopled by beings midway between micro-organisms and viruses, who communicate through

speech bubbles in sounds that mark out and identify each of the characters in what is a far cry from theconventional onomatopoeia used in other cartoons. W elcome to the NeoPop world of W illow, an artist

whose talent is at the service of both international art galleries and well-known brands such asBorsalino. Let's explore the relationship between art and co-branding and licensing

A real passion for Pop Art and cartoons. He started working for publishers and agencies.But soon he realised that his art work wasgetting increasingly succinct, concentrating onlines and messages, with colour obviouslyplaying a big role. This brought him to change the medium he wasworking in, to make the move from paper tocanvas, to get into direct contact with the endusers of my work, whether that meant thegeneral public or companies.That's how he started his collaboration withfashion and design Brands.

" I think licensing is a jungle of companiesthat can be turned into a happy huntingground for artists, but you certainly need theright advice and guidance. I can’t understand why, especially in Italy,there’s this view that artists, and musicians,should steer well clear of anythingcommercial and maintain some sort ofhieratic “purity”. I think the time has come torealise that if you really want to beconsidered a professional you’re going tohave to hop down off your pedestal and facesome challenges in different sectors "

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NEOPOP ART, LICENSING AND CO-BRANDINGA world peopled by beings midway between micro-organisms and viruses, who communicate through

speech bubbles in sounds that mark out and identify each of the characters in what is a far cry from theconventional onomatopoeia used in other cartoons. W elcome to the NeoPop world of W illow, an artist

whose talent is at the service of both international art galleries and well-known brands such asBorsalino. Let's explore the relationship between art and co-branding and licensing

A real passion for Pop Art and cartoons. He started working for publishers and agencies.But soon he realised that his art work wasgetting increasingly succinct, concentrating onlines and messages, with colour obviouslyplaying a big role. This brought him to change the medium he wasworking in, to make the move from paper tocanvas, to get into direct contact with the endusers of my work, whether that meant thegeneral public or companies.That's how he started his collaboration withfashion and design Brands.

" I think licensing is a jungle of companiesthat can be turned into a happy huntingground for artists, but you certainly need theright advice and guidance. I can’t understand why, especially in Italy,there’s this view that artists, and musicians,should steer well clear of anythingcommercial and maintain some sort ofhieratic “purity”. I think the time has come torealise that if you really want to beconsidered a professional you’re going tohave to hop down off your pedestal and facesome challenges in different sectors "

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"I’d always wanted to work with an Italianfashion brand; for a company on the cuttingedge of “M ade in Italy” excellence, fromdesign through to production"

And he started in a big way, the first partnershipwas with Borsalino.

Then while the Borsalino capsule collection was being presented at Pitti in June 2011, he

was making an advertising video for Smemoranda with his colleague Pao,

using a very special technique. The videocame out on YouTube and then in multi-screen

cinemas throughout Italy over the summer.

In Christmas 2011 he wrapped up a whole 18 metre-long t ram in Milan for an original

promot ion campaign with Motta . And for Christmas 2012 he realized a limited edition of the Panettone Motta boxes.

01. 600 Fiat piece unique of Art -02. Throne armchair by Luca

Boffi - 03. Borsalino SS12collection - 04. Vespa unique

piece of Art

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After Borsalino severalcollaboration came to lifeJust to quote the most recent,he is working for the secondyear with Comix , that askedhim to "willowize" its cover.[05.]

He came two years ago indesign and tablewear sectorwith a great live painting eventduring MACEF MIlano tocelebrate three brand newpartnership with: Weissestalchinaware, Rivadossi flatwareand Luca Boffi design with alimited edition of sofa andthrone armchair. Again he collaborated withBodino, Ariete, Maisonfire,

Chuap Chupswho's next? " At the end of the day I think

licensing, or rather co-branding, is an interestingvehicle in terms ofcommunication and multiplediffusion of an artist’s work "

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BEATLESBEATLESMANIA!MANIA!

by Jeanne Dark

Beatlemania is a term that originatedduring the 1960s to describe the intensefan frenzy directed toward British rockband The Beatles during the early years oftheir success.

Cultural observers and psychologistshave long speculated and written aboutwhy Beatlemania became so intense,even in comparison to other waves ofcelebrity fandom.

After fifty years The Beatles is still morethan a band, is a lyfestyle, is an iconicBrand.

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BRITISH STYLEThe Beatles are known all over the word for theirmusic but also for their style, from the hair cut,shoes, to their suits. They were a real fashionICON. They used to dress a preppy style, a timelesselegance, with care of details and quality ofmaterials.Quite different from the style of their“colleagues”, it's said they were loved by thegirls as by the grand-mothers ...

EVERYONE GETS CRAZY FORTHE FAB FOUR!Every time they appeared in a broadcast or for a liveperformance, city stopped, the streets were full of crying girlsand people of every age.

Today as yesterday peoples love The Beatles and their music...On 9th September 2009 (9-9-9) the complete remasteredcollection of The Beatles music was published ...in few hourswas all SOLD OUT!

TAILORINGThe heart of British fine tayloring, was based inSavile Row LONDON, one of the most importantcity for fashion menswear .Iconic memory, and inspiration for couturiers allover the world.In N°3 SAVILE ROW was based an other icon ofthe British culture ...Apple Corps Ltd.THE BEATLES headquarter Also place of theirlast live performance, on the roof. An unforgettable memory ...

FOR FURTHER DETAILS CONTACT:

APPLE CORPS LTD.27 Ovington Square - SW 3 1LJ, London [UK] - Ph. +44 20 7761 9600 - Fax: +44 20 7225 0661

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THE BEST OFBRANDING VIBES

TRENDS AND INSPIRATION______________________

by Mick Regan

fashion, bags, accessories, design,housewear, furniture, media device andmuch more. We have been around the most significattrade fairs to catch the trends of theseason FW 14

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THE BEST OFBRANDING VIBES

TRENDS AND INSPIRATION______________________

by Mick Regan

fashion, bags, accessories, design,housewear, furniture, media device andmuch more. We have been around the most significattrade fairs to catch the trends of theseason FW 14

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RidersRiderson theon theStormStorm

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Trend follower:1. Barbour2. Kenzo3. Baracuta4. Krizia5. Slam

Inspirational Brands:1. Goodyear2. Deus Ex Machina3. Triumph4. Moto GP5. Moto Morini

DETAILSDETAILS

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POP TILL

YOU DROP

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Trend follower:1. Converse2. K-way3.VipFlap4. Sicem5. Havaianas6. Swear

Inspirational Brands:1. KeithHaring2. Disney3. SpongBob4. Coca-Cola5. Hello Kitty6. Minions

DETAILS

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Heritage

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Trend follower:1. Eastpack2. Converse3. Clarks4. Forme5. Burton6. Ben Sherman

Inspirational Brands:1. Gulf2. Fiat 5003. Vespa4. HarrisTweed

Details

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Kings ofRock'n'Roll

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Trend follower:1. Clarks2. Converse3. Izzue4. Vans5. WornBy

Inspirational Brands:1. Rolling Stones2. Sex Pistols3. Blondie4. Marshall5. John Lennon6. Metallica

Details

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Is Your Licensed Brand“Big Enough” for a BrandProtection Program?Powered by

A common question that arises when brandsconsider initiating a brand protection licensingprogram is whether the brand is “big enough” towarrant the investment in those kinds of services. Wework with many brands who were, at first, concernedwith this very topic.

One client, an iconic celebrity brand, was concernedthat its brand value was being diluted in themarketplace due to unlicensed knock offs. While thisbrand wasn’t listed on any the top-earning licensedbrands lists, it enjoyed an enormous global following.Adding a brand protection label on all officiallylicensed products helped maintain the integrity of thebrand and allowed consumers to easily distinguishreal from fake.

In another case, a brand specializing in motorcyclesand biking equipment faced a counterfeiting problemwith its licensed merchandise. The brand itself isextremely well known, however, its licensing programis not huge but it enjoys a cult following anddedicated fan base, so knock-offs are particularlydamaging. Implementing a brand protection programhelped ensure customer satisfaction, and virtuallyeliminate any question of authenticity.

Even city government licensed products get knocked-off. In one particular case, a city tourism departmentencountered a major problem with counterfeits thatwas damaging their relationships with legitimatelicensees and eroding their royalties. Although ahyper-local program, tourists attracted to the location

oftentimes unknowingly purchased fake replicas of theproducts, significantly detracting from brand value.The brand authentication program they implementedhas resulted in a 70% increase in their royalty revenuefor their tourism marketing department, vastlyimproved market share for their licensees, andprovided a way for tourists to check for authenticity.

These cases show that a brand does not necessarilyneed to be “big” in order to invest in brand protectionmeasures. There is a fairly simple test to check andsee if your brand has reached the threshold.

Assuming you intend to grow your market share, andif your brand achieves a reputation that attractsconsumer and distributor interest—i.e., there ismarket demand that responds positively to your brandidentity—then your brand has become an attractivetarget for gray-market and counterfeiting activities, andbrand protection programs will pay substantialdividends.

The answer is not a specific number or a percentage:the answer relates to the presence of market demandassociated with your brand identity. The real questionis not about size, but the presence of brand value.That demand becomes the core asset that driveslicensing revenue, and that calls for the brandprotections that licensing technologies and servicesprovide. If it is worth it for criminals to attempt to robyour brand, then it is worth it to invest in brandprotection.

Mondadori Portfolio:Picture This!Willow:NeoPOP Art, licensing and Co-Branding

Beatlesmania!Opsec: Brands Security

TRENDS OF TRENDS OF THE SEASON:THE SEASON:POP, ROCK, RIDERS AND HERITAGE