Human Leadership & Transformation
Sweet success: How Häagen-Dazs franchises while protecting brand identityHäagen-Dazs, the maker of decadent ice cream, has long been a key player in the frozen desserts market, boasting annual…
14 May 2024 | 5 minute read
Executive Playbook
Sustainability & Responsible Business
Aligning brand values: How to navigate brand-event partnerships in the era of sustainabilityThe 2022 FIFA World Cup in Qatar garnered international attention, but not just for the thrilling matches. Controversy swirled around the…
5 October 2023 | 6 minute read
Executive Playbook
In the digital era, it seems like everyone is a content creator. TikTok stars and Instagram influencers are enjoying a…
10 May 2023 | 7 minute read
Insights
As consumers are increasingly asking for brands to take a stance on societal issues, managers need to decide how to…
27 February 2023 | 5 minute read
Executive Playbook
Human Leadership & Transformation
“Be yourself – everyone else is already taken”: Finding your personal brand online (and offline)Whether you’re an employee, a freelancer or a CEO, trying to stand out on social media can often seem like…
25 August 2022 | 6 minute read
The Salon
Calling all entrepreneurs, is your personal brand a priority? If not, it should be according to ESCP professors of entrepreneurship…
22 November 2021 | 8 minute read
Executive Playbook
Is it time to abandon involvement, one of the central ideas of marketing? Involvement measures the interest consumers attach to…
29 July 2021 | 3 minute read
Insights
When it comes to branding, some brands have it better than others. Thanks to effective marketing techniques, companies such as…
22 July 2021 | 6 minute read
Executive Playbook
The existence of family businesses is often based on a patronymic name or at least on the reminder of elements…
5 May 2021 | 8 minute read
Insights