issue 1 - Roland Berger

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p business culture vip entrepreneurs CLINT EASTWOOD, born in 1930, worked as a lumberjack and piano player before being discovered for a role in a TV series. With the earnings from his first movies, he founded the Malpaso film production company. Eastwood, known for tightly sticking to schedules and film budgets, has no difficulties finding business partners—for golf apparel brands, golf courses, hotels and spa resorts. GÉRARD DEPARDIEU is a symbol of French cinema and recipient of numerous international awards, including a Golden Globe for “Green Card,” which co-starred Andie MacDowell. Born in 1948, the Frenchman is not only a wine connoisseur, but is also becoming a large-scale winemaker. Today, Depardieu owns and manages vineyards all over the world. ERIC CLAPTON, 59, is considered one of the best blues guitarists in the world. The eight-time Grammy Award winner was inducted into the Rock and Roll Hall of Fame no less than three times: with The Yardbirds in 1992, with Cream in 1994 and as a solo artist in 2000. Since he refused to buy his shirts anywhere else, he saved the English menswear store Cordings from bankruptcy. Good nose for business Stars have achieved everything on stage and screen, and now business is luring them in. A well-known name is no guarantee for success, however. Instincts must go hand in hand with good business sense, as in the case of Clint Eastwood, Eric Clapton and Gérard Depardieu. : He holds a golf club more often than a revolver. Clint Eastwood, the 74-yearold veteran of Western movies, has been driving golf balls down fairways for more than 50 years and has a 10 handicap. Golf is more than a recreational activity for the Oscar winner (“Unforgiven”). Together with fashion designer Nancy Hale, he founded golf apparel brand Tehama in 1997, which is one of the most successful clothing brand names in the United States today. Designed in the spirit of the 1940s, Tehama sportswear brings in $30 million for Eastwood and for two years in a row the lifestyle magazine Robb Report voted 54 think: act
paul newman’s sauces have earned more than $150 million business culture f Tehama one of the top five brands in the “Best of Men’s Activewear” category. Like Eastwood, an increasing number of actors, star athletes and music celebrities are trying their hands as entrepreneurs. US punk singer Gwen Stefani is backing the handbag label LeSportsac, that allows buyers to custom-design the bags over the Internet. Latina pop star Jennifer Lopez has invested some of the millions she has earned on stage and in movies in her own perfume and clothing collection, as has her ex-boyfriend, rapper P. Diddy. Tennis starlet Anna Kournikova also likes fragrant ARNOLD SCHWARZENEGGER OVERESTIMATED HIMSELF, AND BRYAN ADAMS’ MAGAZINE WAS DISCONTINUED scents and is pitching a perfume brand bearing her name as “shamelessly sensual.” Boxing chanpion Henry Maske, on the other hand, prefers hefty and calorieladen; he is currently the owner of four McDonald’s franchises. Stars can’t always be sure of hitting the jackpot, however. Wimbledon winner Boris Becker sunk millions into setting up a sports portal on the Internet, which flopped just as did his investments in fashion and nutrition. Canadian rock star Bryan Adams unsuccessfully tried his hand as publisher of a German lifestyle quarterly called Zoo, launched in October 2003. And Hollywood action heros Arnold Schwarzenegger, Sylvester Stallone and Bruce Willis, along with comedienne Whoopi Goldberg, completely overestimated the business potential of their movie-themed restaurant Planet Hollywood. The restaurant chain opened in 1996 and went bankrupt three years later, as not enough patrons wanted to eat their burgers and french fries amidst original movie costumes. So what distinguishes the celebrities who succeed as entrepreneurs? It takes more “ I just wanted to make sure that I could keep buying my clothes at Cordings.” Eric Clapton than the right accountant and attorney to evaluate a business model’s chances of success. It takes a mix of business savvy, a healthy assessment of one’s own market value, and occasionally a heartfelt story. Antonio Banderas, 44, for example, comes off as patriotic when he says, “A man without roots is nothing,” —and lives by it. Born in Málaga, Spain, the Hollywood star of “Desperado” and “Evita” invested the millions from his movies exclusively in Spanish brand names: restaurants, movie theatre chains and olive oil. Guitar legend Eric Clapton, 59, reveals a sense of tradition and typical British understatement when he says, “I just wanted to make sure I could keep buying my clothes at Cordings.” Mister Slowhand reacted quickly and took a 50 percent stake in the menswear store dating back to 1839 when it was threatened with closure in late 2003. Now this traditional company, located on Piccadilly in London, radiates a new look and will soon be launching its first collection for women. A personal story links 79-year-old Oscar winner Paul Newman with his commercial success. When he transformed a family Christmas tradition into a giant business in 1982 by founding “Newman’s Own,” the actor decided that he would donate all profits to charitable organizations—among others the foundation he created in the wake of his son’s drug-related death. Many Based on the family recipe used by the Newmans every year on Christmas Eve, the salad dressing became very popular with many Americans. In the first year of business, Newman and his partner made a million dollars. Since then, he has raked in about $150 million for good causes with his variety of high-end dressings, soft drinks, sauces and more. “It got out of control in a good way,” is Newman’s comment about his culinary adventure. Top director Francis Ford Coppola (“The Godfather” ) and his colleague and friend George Lucas (“Star Wars”) have demonstrated how to transform a high-profile name into a brand. Over the last 12 years, Coppola has worked as a distinguished winemaker. In 2002 he and Lucas brought out a Merlot called “Viandante del Cielo”— Italian for “Skywalker,” and a reference to the main character in the science fiction saga “Star Wars.” “Cyrano” is also both brand name and allusion: The French actor Gérard Depardieu has 100,000 bottles of wine with the “Cyrano” label produced every year. In a muchlauded performance, Depardieu played the big-nosed poet and fencing master Cyrano SUCCESS IS LIKELY WHEN A BRAND, FAME AND A GOOD STORY ALL WORK TOGETHER de <strong>Berger</strong>ac in a 1990s movie. Ever since Depardieu, an avowed bon vivant, purchased the Château de Tigné vineyard in Anjou, France, he has become a bona fide collector. In addition to his French vineyards in Bordeaux and Languedoc-Roussillon, he now also owns others in Italy, Spain, Algeria, Morocco and Ukraine. Depardieu wines such as the 2003 “Ma Vérité” and “Confiance”, received the highest praise from the famous wine critic Robert M. Parker, Jr. The 55-year-old actor shows that he not only has a distinctive nose for character roles but also a good sense for business. think: act 55
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