Evaluating an artist’s worth

To support the creation of Casa Modigliani in Italy, The Modigliani Institut wanted to know the value of Amedeo Modigliani. Our job was to measure the worth of this remarkable human and artist.

Using international market research as a foundation, we evaluated the strength of the Modigliani brand, along with its potential economic value, across a range of product categories and markets. The insight from this process was used to translate Amedeo’s legacy into a solid brand proposition, as well as informing brand extension strategy and prioritizing opportunity areas.

Our analysis gave the Modigliani Institut a strategic and economic framework with which it could select the best investments and find the right co-branding partners.

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