Second-hand Luxury: Should Personal Luxury Brands Sell Pre-owned Products?

By Jean-Noël Kapferer As luxury brands seek to protect their symbolic capital and prestige, entering resale markets is a strategy to be carefully considered before...

5 Ideas to Set Up the Perfect Social Media Budget

Everybody has ideas to advertise, but some of them are not as successful as you may think. Also, spending lots of money on advertising...

Sound Business: Improving Your Audio ROI

By Steve Keller “What does your brand sound like?” The rise of smart speakers and voice interactive technology is forcing brands to answer that question....

Storytelling Workshops: A Tool for Breakthrough Product Innovation

By Evy Sakellariou, Keith Goffin, and Agnes Mariakaki New product development (NPD) is essential to companies and it is an area where our research shows that...

Luxury Brands Need to Reconcile Seven Dilemmas and Chart New Territory

By Dr Stéphane J.G. Girod With the fast-changing needs and tastes of today’s consumers, how would luxury brands keep their products relevant and desirable? In...

Big Data: The Deciding Element in Mobile Advertising Efficacy

By Nidhi Prakash In the age of analytics, how would advertisers take full advantage of the growing potential of big data? In this article, the...

What the French Open can Teach Businesses about Branding

The Ten Key Lessons Every Marketer Should Know By Laurence Minsky and Colleen Fahey Improving one’s brand identity is indeed one of the greatest challenges marketers...

Amazon, Just a Click Away from Luxury

What are the Implications for Selective Distribution? By Xavier Derville and Jean-Noël Kapferer Has the strategy of selective distribution, on which luxury brands depend for survival, evolved in the...

The Three Types of Big Data That Matter for CMOs

By David Dubois and Gilles Haumont Organisations today have massive amount of data at their disposal. However, not all C-level executives have clear typology of the...

Hunter or Hunted? How Digital Media and GDPR Increases Importance of Inbound B2B Sales

By Laurence Minsky and Keith Quesenberry Today, through prior digital and social media research, organisational buyers approach their vendor sales teams much more informed. Hence,...
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