A Brand Named Sue

By Fabian Fallert

“Life ain’t easy for a boy named Sue.” Country singer Johnny Cash apparently knew what he was talking about. Your name determines your road in life. Thus, a well-chosen name is often considered the first fundamental decision related to each new being — a decision that grounds personality, be it the personality of a newborn baby or newborn brand.

The Beauty of Deconstruction

By Nora Schäfer

In today’s society, brands are increasingly expected to drive social change. This goes far beyond traditional CSR and requires a new dimension in social relevance of brands and brand management. Brands are constantly adjusting to keep pace with social development. Consumer-centricity, iteration, and fail forward are just a few buzzwords that describe the new modus operandi. Transformation is a compelling need.

New Luxury Paradigms

By Amandine Rodrigues

There are three main myths about luxury that need to be discussed. One is the common misconception that luxury comes from the Latin word lux, or light, when in fact it comes from the term luxation, or dislocate. Luxury is not about glitter, shiny, and bling but about distance: it is about a product or a service accessible to the happy few.