The Modigliani Institute
The Modigliani Institut’s mission is to celebrate Amedeo Modigliani’s life and art. One of its goals is to establish a Modigliani House in Italy to host the once-misunderstood artist’s archives. As a November 2010 US $68.9 million Sotheby’s sale of the Modigliani painting “La Belle Romain”—which eclipsed the artist’s previous auction record—suggests, the artist's work grows more relevant each year.
To help move the project forward, the Institut reached out to Interbrand to develop the Modigliani brand.
Our brand valuation focused on the three key markets with the most potential for the brand: the U.S., Japan and Brazil. To derive an overall net present value for the Modigliani brand, we combined quantitative research with financial forecasts that were based on existing agreements and business plans.
Next, to avoid the risk of diluting a unique legacy, we translated the artist’s spirit into a sharp brand proposition. We also analyzed potential extension opportunities for the brand, filtering out those that were likely to impact the brand negatively.
The project pioneered a new model of interaction between culture and business.
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