Superbrands sets local roots

Following the launch of the Superbrands branding concept in Malta, Maurizio Comollo, president of Superbrands Italy, responsible for Monaco and Malta, outlines the latest local developments.

The focus of activity for Superbrands in Malta has been twofold since the local launch some weeks ago: the SuperbandsMalta.com website going live and holding a series of meetings with the most important managers on the island.

According to Maurizio Comollo, president of Superbrands Italy, responsible for Monaco and Malta, the website is now being regularly updated. Leading brand owners in Malta and Gozo are being invited to participate in Superbrands' first programme dedicated to Malta.

"The individual brand owners in the top 350 are being contacted by Misco on our behalf. They can expect to step onto a 'Platform of Excellence' that gives value and focus to brands," he affirmed. "It gives an opening to local brands at an international level, while multinational brands show how deep rooted their leadership is worldwide."

Mr Comollo does not see Malta's size as an obstacle for his project. "Size is not a handicap today when the value of a software program may be superior to a heavy package weighing several tons. Where intellectual property can be marketed, a territory's dimensions are not important, creating a true global village.

"The advantage of being part of a 'Branded Programme' is to amplify what that brand is achieving on an international level, giving importance and authority that goes beyond investing in traditional media."

The biggest challenge for Superbrands in Malta, he says, is to demonstrate that the island has an appeal that goes far beyond its dimensions. "It is also the home of international and local brands that together create a dynamic and interesting fibre in society that is worthy of discovery."

Mr Comollo, 52, has been president of Superbrands Italy since 2002. Hailing from Turin, he studied political science in Italy, before obtaining a commerce degree in the US with a major in public relations. With Piedmont and its capital Turin being considered the "Detroit of Italy", it is understandable that he has occupied many positions in the automotive sector. Among the multinational companies he has worked with in various capacities are Klippan, Webasto and Britax.

He was in charge of PR for the European Rally Championship, following all aspects of sponsorship, including for journalists and valued customers and relationships with top drivers, federations and best brands. He also developed a publishing company that made books and magazines about sport.

He has grown Superbrands in Italy from scratch in the past seven years and now produces no fewer than five brand bibles: Superbrands for consumers, Superbrands for business, Superbrands Luxury and Lifestyle, Corporate Social Responsibility and Coolbrands, with a sixth, eSuperbrands, in the pipeline.

This was no mean feat: "The Italian market is very cynical," Mr Comollo observed. "Businessmen think they do not need any extra help to promote their brands. When we launched the first Superbrands dedicated to Italy, they were thinking it was a typical British initiative that would be of no use to them.

"But the Superbrands concept that puts the spotlight on and pays tribute to outstanding brands across the country was a winning choice and they realised that this platform of excellence could help to improve the perception of their value to all stakeholders and increased the prospects of communicating their message successfully."

In Italy, as in many other countries, Mr Comollo said brands have many opportunities to meet each other. The great success that has been the Superbrands experience was: "It provided them with an opportunity to discuss issues of mutual interest and talk about their future without any distractions.

"Superbrands is perfect for co-marketing actions, meeting the press, distributorship agreements and as an exclusive club for top managers."

Recently, Superbrands facilitated agreements in the fields of licensing and franchising. Kazachok and AZ Franchising, two specialists, saw great value in the programme and developed these initiatives with other brands.