WEDNESDAY, 14 SEPTEMBER 2011
Reality Check: MARQUES conference Part 3
Marco Boglione, President, BasicNet Group, Italy gave the pre-lunch keynote speech, at which he spoke of evolution of the branding and marketing of jeans across the past half century and the management of intangible assets in the clothing industry in the era of sports licensing.
Marco, whose brands include the ubiquitous KAPPA, SUPERGA and JESUS JEANS, explained that his company was responsible for the sale of some 60 million t-shirts a year -- without manufacturing a single one. What the company does is to sell business opportunities through its IP portfolio, to entrepreneurs and distributors. BasicNet considers its brands as "raw materials", which are then enhanced by design and other value-added processes. It's really a 'software' company, since it doesn't actually produce any physical "hardware". With no need for industrial capital and little exposure to risk, the company's brand equity has grown more rapidly than it would have done, had it owned and controlled all of the intermediate steps leading to the sale of branded products to the public.
In conclusion. Marco said that imagination was more important than knowledge, since it creates real value in intangibles. The ten most successful companies in the world didn't start with business plans -- but they had imagination.
Posted by: Jeremy Phillips @ 12.06
Tags: Baveno Conference 2011,