What drives someone to spend €120 on a bottle of perfume, the scent or the story behind it? In recent…
2 October 2025 | 5 minute read
The Salon-
Purpose or perfume? What really drives luxury buyers
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Human Leadership & Transformation
Winning hearts, not just games: the power of emotion in sports marketingIn sports marketing, success often hinges on emotion. Whether it’s the excitement of a last-minute goal, or the pride in…
29 August 2024 | 5 minute read
Executive Playbook -
Human Leadership & Transformation
How cross-functional talent can lead to high-impact communications“Take the first person you see when arriving at the office: the office manager. Is their presence justified by operational…
23 September 2022 | 7 minute read
Insights -
The Metaverse: how do brands fit into this new ecosystem?
In today’s post-social media world, the growing role of the Metaverse is changing the way brands develop their digital strategies.…
9 May 2022 | 9 minute read
Insights -
Audio: a pillar of media innovation in 2022?
It feels like everyone is making a podcast these days, including brands, but are they doing so successfully? We have…
27 April 2022 | 9 minute read
Executive Playbook -
Influencer marketing: why your company can’t live without it and what you can do about it
Many marketing managers still have a less than adequate understanding of social media platforms such as Instagram or TikTok, and…
28 March 2022 | 7 minute read
Executive Playbook -
Overcoming fair-trade products’ price disadvantage with clever pricing decisions
The current climate crisis makes it clear that it is becoming increasingly urgent to drastically limit climate-damaging behaviour in all…
10 February 2022 | 7 minute read
Executive Playbook -
Boring brands are better at creating buzz!
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 -
The place to be: lessons in branding from the tourism & travel industry
Imagine you’ve just spent the day shopping on Oxford High Street. You take a black cab to Mayfair for afternoon…
26 February 2021 | 8 minute read
Executive Playbook