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Reconnecting Brands
With Meaning

 Welcome and see 

 

We are a global strategy + human foresight consultancy reconnecting brands and businesses with meaning to create human value. We inspire authentic connections between people and what they truly value to drive real value creation, social capital, and meaningful growth.

 

We believe that businesses led with meaning will become the future forces of good in society.

We can help you get there.

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JUST RELEASED –– NEW WHITE PAPER OUT NOW!

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We are standing at the precipice of a Great Change toward Humanistic Capitalism, Conscious Business, and Humanized Growth. We are experiencing a 180° shift from brands to people reversing the inner dynamic of consumerism. As we are entering the new Human Paradigm, the locus of power between brands and consumers is moving from corporations back to humanity. This shift in relationship dynamics is at the core of the biggest and most fundamental change in the philosophy of consumerism in the last 100 years.

This white paper aims to help brands and organizations understand how to lead with meaning and humanity at the core to become forces for good and meaningful growth in society. This new thinking can inspire the industry to redefine the future of commerce: how we do business, how we view and manage the value of brands, and how we consume. 

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We focus on meaning to reimagine the future of commerce:

Learn more about how we want to restore meaning in business.

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Meaningful
BRANDS

What is a meaningful brand?

Meaningful brand is a brand that adds meaningful value to our lives. It knows and understands its audience, who they are, what their needs are, how they express themselves and what its role is in their lives. It cares about what they care about. It is authentic: true to its essence, function and purpose in people's lives, to its heritage and legacy. It doesn't make empty promises but stays true to itself, to its inner core values and integrity.

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Meaningful
BUSINESS

What is meaningful business?

Meaningful business is a business designed consciously to create value in people's lives. It's not in the business of generating profit as the core value; it creates core value to generate profit. The fact that we've reversed the logic and alienated people from the value they create is why we are where we are today. We've created a business ecosystem of meaninglessness. Learn more about how we can change this to create value again.

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Meaningful
LUXURY

What is meaningful luxury?

Meaningful luxury comes back to our spirit and human essence. Through its connection to beauty, aesthetics, the aura of symbolism and the intangibles, it has the power to uplift our senses, transcend the present moment and speak directly to our soul. It elevates the quality of our lives based on the values we share and what we see as valuable to us today. Learn more about how we can put meaning and essence back into luxury.

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Our Story

"We are on a mission to reconnect business with meaning."

The 21st-century economy is the economy of meaning. In today's noise-driven world full of social, cultural, political, environmental, and technological disruption, meaning is the new currency. This is why we need a new strategy for the new world. We need to align how we do business and create value with our own humanity. We need to retrieve our lost human needs and values and make those the center of our future business endeavors. We need to put humanity first to make business and brands meaningful again.

Meaning needs to be at the core of value creation because it is the core of value exchange. People value meaning – we connect with brands through our own values, ideas, beliefs, and identities. We don’t buy brands; we buy what brands represent. We consume what they mean to us. If brands desire to authentically connect with people, they need to embrace meaning. 

Brands and businesses are living dynamic ecosystems of cultural meaning. To create long-term sustainable value, we need to start seeing brands holistically in their real-world context. The value of brands is interdependent – it is tied to society, culture, politics, environment, health, security, happiness, and prosperity. At their best, brands can become powerful catalysts of social and cultural change: forces for good and meaningful growth. Learning how to cultivate this power consciously is the next frontier of business.

Meaning.Global was founded in 2017 with a vision to offset the meaning crisis in the industry by helping brands and organizations understand the quickly destabilizing symbolic foundations of the world we live in. We offer the missing human understanding and social and cultural knowledge to drive meaningful brand and business strategies for the human age.

We help brands and organizations reconnect with meaning and humanity and unlock their real authentic value in people's lives – one they can identify with as human beings. We want to drive the business world back to its real purpose: adding meaningful value to people's lives. For value creation to become more than profit generation, business value needs to be human value first.

Welcome to Meaning.Global: Meaningful Strategy For The Human Age

 
 

What Can We Do Together?

Every brand and business is different and has different needs. This is why we don't believe in selling services – businesses aren't machines. They are dynamic ecosystems of meaning. Ready-made solutions rarely bring out the essence in a way that is meaningful to the business and its customers.

 

We prefer a more collaborative approach with clients to spark new ideas, breakthrough insights, and innovations that can add real meaning to people's lives. Value creation is a mutual process, after all.

 

If you see it the same way, we'd love to talk to you.

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 Strategic Consulting & 
 Expert Advisory 

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 Meaningful Brand & 
 Business Strategy 

Expert advice, sensemaking, future investments

Are you perplexed at how quickly the business landscape is changing due to COVID and how the old ways are no longer working? You will need to steer your business in a new direction toward the emerging Humanized world to be successful. We can help you understand how the global societal shifts are impacting your business and brand and where the new opportunities lie to create real value for your customers. We will advise you on a new strategy to create new relevance, new value, new services, and new meaning.

Does the value that your brand or organization provides still resonate with your customers? Contact us.

Brand meaning, human-led proposition, relevance

Creating real meaningful value for people through your brand and organization has become paramount in the new post-COVID world. As we are reconnecting with our essential human needs and values, brands need to add authentic meaning to people's lives to stay relevant, valuable, and profitable. We can help you realign your brand internally and externally to create meaningful value for your customers. The best brands in the world make a meaningful difference in our lives by inspiring us to maximize our human potential, express who we are, and authentically connect back to ourselves.

Do you want to authentically connect with your customers and make a meaningful difference to them? Contact us.

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 Future-Proofing Brands 
 & Human Foresight 

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 Meaning & Cultural 
 Relevance Frameworks 

Cultural shifts, consumer behavior, macrotrends

We now live in a very different world marked by a Great Change. Understanding how to navigate this new world and what things mean to your brand is paramount to business survival and future growth. Are you finding it difficult to adapt to the new global climate, societal changes, the fast-changing consumer behavior, evolving human needs, and how all of these are impacting your brand and business? You need to future-proof and understand how the changing human behavior impacts your future relevance. We can help you be a part of social change, instead of falling a victim to it.

Is your brand and business proposition future-proof and culturally relevant to your customers today? Contact us.

Workshops, lecture modules, internal frameworks 

Cultural relevance is everything to a brand and a business today. And it doesn't stop at buying cultural insight services. Every organization today needs to know how to harness and manage cultural relevance internally. Most organizations today still lack this ability and stay stuck between different internal units and servicing agencies. We can help you change that. Having access to new thinking is key, but organizations need to know what to do it with internally to instigate real change. We will help you develop a shared framework for meaning and cultural relevance that puts everyone on the same page. 

 

Do you need to create a shared strategic framework for cultural relevance at your organization? Contact us.

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 Thought Leadership & 
 Expert Commentary 

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 Keynotes, Guest   Lectures & Speaking 

Opinion pieces, articles, reports, books, journals

Are you looking for a new thought-provoking piece on the next era of consumerism, the emerging cultural and social shifts, and how they're redefining the world of brands, people, and consumption? If you are a publishing house, magazine, news source, academic journal, or an agency looking to collaborate on an op-ed, a book, or a syndicated research study, contact us. Meaning.Global's Founder and CEO Dr. Martina Olbert frequently publishes and is regularly featured in global media publications like Forbes, BBC News, BBC Culture, Newsweek, El País, Vogue Business, Luxury Daily, Jing Daily, WARC, Branding Strategy Insider, and others. Her insights on the state of brands, business, consumers, and luxury appear in leading industry reports.

If you want to collaborate on publishing, contact us.

See the latest articles, interviews, and reports here.

Talks, keynotes, lectures, podcasts, interviews

The future of business is headed toward our great return to humanity and conscious value creation to make up for the loss of spiritual meaning and real human connection in our lives. If you want to learn more about the speaking topics and booking availability for Dr. Martina Olbert to speak at your event, contact us below. Her core focus is The Future Of Commerce and Reimagining Consumerism As A Force For Good. She also speaks about Meaningful Brands, Meaningful Business, and Meaningful Luxury. She is a global keynote speaker regularly speaking at events and conferences around the world. Her mission is to reconnect business with meaning, humanity, and consciousness to instigate global social and cultural change.

Contact us to inquire about Dr. Martina's availability. 

To see the latest talks and upcoming events, click here.

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Now represented by Chartwell Speakers.

Visit Dr. Martina Olbert's speaker profile.

For bookings, please contact Toby Mossop.

 

Latest Thinking

What Is The Value Of Meaning In Business?

Here are some of our latest published articles, opinion pieces, features, interviews, and podcasts on the role of meaning and cultural relevance in business, branding, marketing, strategy, and luxury. They deal with meaning from diverse perspectives: from value creation and brand growth, creative ideas, brand strategy, campaigns, storytelling, design, and innovation, to shifts in culture and the need to explore how brands and technology reshape our society to humanize business and instigate social change.

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 FUTURE OF BRANDS 
 
IN THE HUMAN AGE 

EXCLUSIVE WHITE PAPER: Reimagining Consumerism
As A Force For Good

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 TRUE VALUE OF 
  DIVERSITY IN BUSINESS 

It's Not About Representation, But Value Creation

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 THE SYSTEMIC IN- 
HUMANITY OF BUSINESS 

Putting Humanity Back At The Core Of Business Creates Meaning

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 THE LUXURY 

 IDENTITY CRISIS 

How Can Luxury Brands
Regain Their Lost Meaning?

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 PART 3: THE NEW 

 LUXURY ESSENTIALISM 

Future Of Luxury: How Can A Return To Functionality Help Luxury Regain Its Lost Value?

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 THE NEXT FRONTIER OF 

 LUXURY CONSUMPTION  

Luxury Turns From Conspicuous To Conscientious In 2021: Challenges And Opportunities

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 "A WAKE-UP CALL 

 FOR LUXURY" 

The Future Of Fashion: COVID Offers A Unique Chance To Transition Towards New Luxury

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 THE LOUIS VUITTON 

 FACE SHIELD  

In-Your-Face Status Symbol Or New Essential Luxury Fashion Accessory?

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 THE IMPACT OF CORONA

 VIRUS SHIFTS WEST 

The Luxury Industry Faces A Bleak 2020 As Manufacturing Closures Increase In EU & US

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 FINDING DIRECTION IN 

 DISORIENTATION 

PODCAST: Beyond Back To Normal: Business in the Time
of Coronavirus

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 PODCAST: BRAND 

 PURPOSE VS MEANING 

Fireside Chat on Brands, Strategy, Meaning And Culture

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 LUXURY REDEFINED:
MEANING 
 

The Luxury Report: Redefining The Future Meaning Of Luxury 

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 OUTLETS: US VERSUS EU 

 LUXURY MANAGEMENT 

What LVMH Knows About Luxury That Americans Don't
 

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 IF CONTENT IS KING, 

 CONTEXT IS KINGDOM 

Interview: A Rare Breed,

Meet The Queen Of Meaning

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 LUXURY HOUSES FOCUS 

 ON THE NEXT-GEN 

LVMH Invests In Mission-Driven Madhappy To Cater To New & Younger Audiences

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 AMAZON VS LUXURY

 BRANDS PARADOX  

5 Lessons: What Amazon Means For Future Of Luxury

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 EXPLORING THE CRISIS 

 OF MASCULINITY 

Close The Gap Of Meaning: Gillette Deconstructed

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 MEANING IS THE SOUL 

 OF YOUR COMPANY 

Meaning Unites Fragmented Brands & Siloed Organizations

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 5 WAYS TO SURELY KILL 

 BRAND MEANING

Brand Heritage: Don't Kill What Makes Your Brand Valuable

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 GENDER AND IDENTITY 

 IN BUSINESS 

Reinstating The Equilibrium Of Gender & Identity In Business

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 H&M AND THE COOLEST 

 MONKEY EPIC FAIL 

Lessons From Semiotics: How To Align Brands With Culture

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 WHAT IS "FUTURE- 
PROOFING" BRANDS?

Market Analysis: How To
‘Future-Proof’ Your Brand In China

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 THE TRUE MEANING 
 OF RELEVANCE 

It's Not About You, It's About The Value You Create

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 INNOVATION IS HUMAN:
 TECH VS HUMANITY 

Innovation Isn't Technology. It Is Finding New Ways To Saturate Human Yearning For Novelty.

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 TIFFANY REFRESH: IS 
YELLOW THE NEW BLUE?

Color Refresh Might Be A Good Campaign, But Not A Strategy

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 PART 2: BACK TO 
 ESSENCE IN LUXURY 

The Future of Luxury in Times

of a Global Pandemic: Entering The New Luxury Paradigm

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 THE RISE OF THE NEW, 

 MEANINGFUL LUXURY 

'Is Post-Aspirational Luxury A Thing? We still aspire, but to different things than in the past'

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 REDEFINING THE TRUE 

 MEANING OF LUXURY 

PODCAST INTERVIEW: Restoring The Meaning Of Luxury – Diving In Deep

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 BBC CULTURE: 

 THE ART COLLECTION 

INTERVIEW: The Emerging Meaning Of Luxury. What does
a ‘life of luxury’ really mean? 

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 LUXURY IN THE MIDST 

 OF GLOBAL PANDEMICS 

Global Health Crisis Will Speed Up The Transition To The 'New Luxury'

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 BRAVE NEW WORLD 

 POST CORONA CRISIS?

Globalization VS
Access To The Global Mind
 

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 LEAD BRANDS WITH 
MEANING AT THE CORE 

How To Bridge The Meaning Gap Between Brands & People

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 IN A CONVERSATION: 

 WE ARE WHAT WE BUY 

On Voice America: New Luxury Consumers Want Authenticity

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 WHAT THE $16.2BN DEAL

 MEANS FOR LUXURY 

Opinion: A Deal Between

LVMH and Tiffany Represents

A Win-Win For Both Parties

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 RETAIL: MORE MEANING 

 CREATES MORE VALUE 

10 Experts Offer More Than

A Dozen Ways To Fix Fashion Shoppers' Fatigue

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 THE FUTURE OF VALUE 

 CREATION IN LUXURY 

Streetwear: Effectiveness x Efficiency Of Value In Luxury
 

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 FACEBOOK'S IDENTITY: 

 FACELIFT OR A MASK? 

How Brands Use Codes And Narratives To Deceive Us

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 PREVENTING FUTURE 

 BRAND DISASTERS 

How Brands Can Avoid Culturally Flammable Ideas 

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 HOW BRANDS INSPIRE

 SOCIAL CHANGE 

No Matter What Anyone Says, Brands Can Change The World

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 CULTURAL RELEVANCE 

 FOR BRANDS 

Don't Cannibalise, Capitalise

On Culture Instead | Interview

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 RITUALS AND MYTHS

 IN COMMERCE 

Mythologies And Ritualized Behaviour In Business

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 THE MEANING OF DOVE 

 BODY DIVERSE BOTTLES 

6 Reasons Why The Dove Campaign Went Wrong

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 THE FUTURE OF 
ELECTRIC TRAVEL

Who Will Buy Flying Cars? Startups and Industry Experts Divulge the Secret Formula

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 THE HUMAN VALUE 
  ECONOMY 

What Are We Progressing Towards If It's Killing Us?

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 THE FAILED POTENTIAL 
 OF DIGITAL MEDIA 

Digital media were supposed to expand our consciousness. They amplified irrelevance instead.

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 THE FUTURE OF
LUXURY EYEWEAR 

INTERVIEW: Sustainable
and Reusable Luxury

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 PART 1: THE NEW 
 MEANING OF LUXURY 

The Future of Luxury in Times

of a Global Pandemic: How did COVID-19 redefine luxury?

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 POST-ASPIRATION? NO. 

 TRANSCENDENT LUXURY  

'Instead Of Talking About Post-Aspirational Consumers, Talk About Transcendent Luxury

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 THE NEW RULES OF 

 ETHICAL JEWELRY 

What Is Ethical Jewelry? 

Respect For The Customer, Longevity & Timelessness

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 BBC CULTURE: 

 THE FULL INTERVIEW 

The Future Of Luxury In The Post-COVID World with
Dr. Martina Olbert

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 MEANINGFUL STRATEGY 
 FOR PANDEMIC TIMES 

New Strategy: "Brands And Businesses Need To Add Meaning To People's Lives."

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 ECONOMY OR FEAR,

 OR MEANING? 

What Kind Of Economy
Do We Want To Live In?
 

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 POWER OF RITUALS IN 

 CONSUMER CULTURE 

Podcast: Creating Conscious And Meaningful Brand Rituals

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 AUTHENTICITY IS 

 THE NEW LUXURY   

Leaders, Thinkers & Creators: Interview with Eat Love Savor

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 LVMH X TIFFANY: STORY 

 OF FUTURE RELEVANCE 

American Luxury Jewelry Icon

Meets Cultural Diversification

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 AHEAD OF 2020, LUXURY 

 IS GETTING PERSONAL 

The New Luxury Identity:

It's No Longer About What

You Own, But Who You Are

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 LUXURY BRANDS FACE 

 CRISIS OF MEANING 

'Luxury' Has Lost Its Meaning – Here's How To Get It Back

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 GLOBAL BRANDS AND 

 THE GAP OF MEANING 

Why Do Global Brands Fall Into The Gap of Meaning?

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 BOOSTING BRAND 

 VALUE VIA SEMIOTICS 

How Semiotics Helps Brands Encapsulate Value

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 3 WAYS TO MEANINGFUL 

 BRAND STORYTELLING 

How To Ensure Your Brand Storytelling Is Meaningful

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 THE POWER OF STORY 

 IN BUSINESS 

How Embracing Stories Helps Leaders Humanise Business

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 THE BUSINESS OF 

 HUMAN TECHNOLOGY 

How Technology Rewires Our Minds And Shapes Meaning

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 MEANING POWERS A 

 NEW ERA OF STRATEGY 

If Symbol Is The New Product, Meaning Is The New Strategy

 

Meet The Founder

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Founder & CEO

Dr. Martina Olbert is recognized by Forbes as the 'global authority on brand meaning'. She is the world's leading expert on creating meaning and cultural relevance in business. As a global thinker, humanist, futurist, speaker, brand advisor, social scientist, and consumer psychologist, she teaches brand and business leaders how to read the early signals of change, what they mean, and how they impact where brand and business value shifts next to create new relevance for their customers.

Martina is most interested in social and cultural change. She focuses on how the shifts in culture and society redefine our perception of meaning and what people see as valuable to them. She helps clients navigate the fast-changing socio-cultural context in the world to capitalize on cultural change and create real value that adds meaning to peole's lives. Her goal is to bridge the gap between brands and people to drive meaningful growth, long-term value and offset the ongoing meaning crisis stunting real value creation in the industry.

She gives expert advice on meaning and value creation, macrotrends and cultural foresight, brand and business growth, strategy and innovation, and the rapidly changing consumer behaviour to some of the world's top consumer, corporate, luxury and lifestyle brands. Some of her past clients include banking, finance, investment funds, private equity, fashion and luxury houses, social impact start-up, a presidential candidate, NGOs, technology, telco, medical, pharma, travel, hospitality, education, professional and marketing services, and consumer goods. Having lived in the US, UK, Ireland, and Czechia, Martina has worked on diverse strategy, insight, and innovation briefs for global clients.

Her education includes Political Journalism at Georgetown University, The Science of Wellbeing at Yale, and Media and Consumer Cultures at the University of Glamorgan in the UK. She holds a doctorate in Media Studies from Charles University in Prague. She gave guest lectures at Trinity College Dublin and several universities in Europe, and spoke at events in London, Paris, Milan, Amsterdam, Toronto, Dubai,  Istanbul, Manila, Shanghai, Prague, Berlin, Slovenia, Morocco.

Her insights are featured in global media publications like Forbes, BBC, Newsweek, WARC, Vogue Business, Luxury Daily, Luxury Society, Jing Daily. She is the author of The Luxury Report: Redefining The Future Meaning Of Luxury (2019) and Reimagining Consumerism As A Force For Good (2021).

 

She cares about social progress, human growth, conscious business, the human mind, meaning-making, spirituality, and raising human consciousness as a driver for social and cultural change. She is based in Europe and available for speaking (VR and IRL), consulting, and workshops worldwide.

Martina's insights, foresights, and commentaries are regularly featured in global media publications, industry reports, at leading conferences and corporate events:

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Latest Talks and Events

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 THE FUTURE OF LUXURY 

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Sept 1, 2021 | LONDON, UK

WEBINAR | OLIVER AGENCY:

Exclusivity vs accessibility: 

TOP 5 trends for luxury brands

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 ON RESTORING LUXURY 

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Nov 2020 | WASHINGTON, DC

PODCAST | NXTLVL Experience Design: Restoring The Meaning Of Luxury 

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 CUSTOMER EXPERIENCE 

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July 2020 | LONDON, UK

CONFERENCE | CX Emotion

Lead With Meaning To Connect Emotionally With Customers

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 LEAD WITH MEANING 

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November 2019 | ISTANBUL, TR

TALK | Brand Week Istanbul 2019: Designing The Future

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 BRANDS AND MEANING 

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June 16, 2021 | DUBAI, UAE

THE MEANING KEYNOTE | HACKcellence Fest: Inspiring Innovators In Emerging Markets

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 MEANINGFUL LUXURY 

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August 2020 | EPISODE 2

SHOW | The Future Of Meaningful Experiences with Luca Franco, Luxury Frontiers

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 WHAT IS TRUE LUXURY? 

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July 2020 | EPISODE 1

SHOW | Luxury Renaissance And The New Core Pillars Of Luxury, with Antonio Paraiso

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 INTERNAL COMMS 

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October 2019 | BERLIN, GERMANY

WORKSHOPS | Meaningful Comms and Collaboration

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CONSCIENTIOUS LUXURY 

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May 18, 2021 | MILAN, ITALY

TALK | FASHIONTECH WEEK: 

The Luxury Reset And Rise Of Conscientious Luxury (slides)

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 THE LUXURY WEEK  

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July 2020 | LONDON, UK

TALK | On Luxury Renaissance: Coming Back To The Meaning And Essence Of Luxury

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 MEANING OF LUXURY 

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February 2020 | AMSTERDAM, NE

PANEL | Frame Awards 2020 

From Ostentation And Material Excess To New Experiences

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 SEMIOTICS & CULTURE 

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August 2019 | MANILA, PHL

TALK | Consumer Insighting & Storytelling: The Next Frontier

 

What People Have Said

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Rory Sutherland

Vice Chairman, Ogilvy Group, Author of Alchemy

"Astonishingly valuable."

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Viviana Laperchia

Founder, Beyond Words Documentaries

"An intellectual powerhouse."

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Jonathan Cook

Creator, This Human Business

"Martina is a rare person in business who is capable of seeing beyond the problems of the moment to grasp the underlying thematic issues that have led to the development of those problems in the first place."

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Richard Wise

Global Head of Planning, VMLY&R

"One of the best planning minds in the business."

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Hilton Barbour

Culture, Strategy & Marketing Consultant

"Vibrant and unapologetic breath of fresh air. Her passion for brands, meaning, and the future of business is unparalleled."

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Mojca Briscik

President, Golden Drum Festival

"Martina has made a change in the industry so we can talk today about Meaningful Brands, Meaningful Business, and Meaningful Luxury. Thank you."

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Pamela Danziger

Author & Forbes.com Columnist

"As a global authority on brand meaning, there is no one better to address what all the changes the world, consumers, and brands are experiencing mean than Martina. Amazing insights and understanding."

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Derrick Daye

Publisher, Branding Strategy Insider

"Martina is one of the leaders shaping a better world through brand. She brings a unique and highly valued perspective."

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John Hays

Lifestyle Luxury Expert

"Martina is a true visionary. Fiercely intelligent, deeply spiritual, and possessing a 360-degree view of humans, she is able to see the fundamental nature of human motivations for consumption. She is a revolutionary thought leader whose comments, ideas, and insights are one of the few sources that actually matter."

 
 
Meaning.Global
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Dr. Martina Olbert

00420 -792 -706 -804

hello@meaning.global

London & Worldwide

Do you want your brand and organization become the future force for good? Let's talk.

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