The Brand-Building Canvas: How to Build a Business and a Brand in One...

By Klaus Heine Most entrepreneurs today do not just wish to make money, but also aim to serve a good purpose. They combine self-discovery with...

Why Printing is still Important in our Digital World

Technology has completely changed the way many businesses work, giving the team everything they need to do their job effectively at the touch of...

How Luxury Brands can benefit from Personality-based Branding

By Klaus Heine and Haibo Xue Luxury brand management is identity–driven. Drawing on the concept of anthropomorphisation, Klaus Heine and Haibo Xue outline how to...

How Banks Grow Now

By Piercarlo Gera, Alessandro Secchi and Luca Gagliardi Spending on customer loyalty keeps going up, but returns are diminishing. This article will tackle how banks...

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...
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