Brand Perspectives
MEANING IN LUXURY BRANDING: BEYOND COMMUNICATION — WHY CULTURAL SIGNIFICANCE OUTLASTS MESSAGING
Theme: Introducing MAENA (2/2): A New Lens on Luxury Brand Strategy There is one question that drives most brand strategy meetings. It is not...
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WHAT IS MAENA AGENCY — MEANING AS THE MOST OVERLOOKED LEVER IN LUXURY BRAND STRATEGY
Theme: Introducing MAENA (1/2): A New Lens on Luxury Brand Strategy Behind every agency is a conviction. This is mine — and why I...
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FATHER’S DAY AND THE LUXURY GIFTING PARADOX
The decline of modern luxury codes (3/3): Father’s Day and the Conformity of Commercial Moments After exploring the uniformisation of luxury aesthetics and the...
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LUXURY AMBASSADORS STRATEGY AND THE EROSION OF DESIRE
Theme: The decline of modern luxury codes (2/3): The Saturation of Faces An exploration of how the overexposure of brand ambassadors is diluting luxury’s...
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LUXURY BRANDING AND THE LOSS OF SINGULARITY
Theme: The decline of modern luxury codes (1/3) – The standardization An exploration of how luxury codes are becoming increasingly homogeneous, and what brands...
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