Latest
Thinking

Latest
Thinking

The Luxury Report 2019:

Redefining The Future

Meaning Of Luxury.

The Luxury Report 2019:

Redefining The Future

Meaning Of Luxury.

Meaning.Global

Meaning.Global

BRAND NEW WHITE PAPER
: JUST RELEASED!
NOVEMBER 2021

What People Have Said

"An unapologetic breath of fresh air.

She is a legend or a rock star or a genius

or just a brilliant person doing great work.

Either way she's one of my favourites."

Meaningful BRANDS.

MEANING.GLOBAL

Latest Thinking

Articles, op-eds, profile pieces, media features, commentaries, interviews and reports on the role of meaning in business, branding, marketing, and luxury.

These all talk about meaning from different perspectives: from value creation and growth, brand strategy, storytelling, design and innovation to the shifts in the world's socio-cultural context and the need to explore how brands and technology shape our society, humanize businesses and accelerate change.

← BACK TO HOME

Screenshot 2022-01-21 at 17.39.13.png

MOVING BEYOND PURPOSE

Corporate Purpose Or Human Meaning: Which Way Into The Future?

Screenshot 2021-12-25 at 14.37.29.png

THE EMERGENCE OF HUMANISTIC BRANDS

Patagonia Rejects Old Ways: A New Humanistic Brand Concept

Screenshot 2021-08-31 at 16.52.19.png

THE FUTURE OF ELECTRIC TRAVEL

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

THE TRUE MEANING
OF RELEVANCE

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

INNOVATION IS HUMAN:
TECH VS HUMANITY

Innovation Isn't Technology: It's Finding New Ways To Saturate Human Yearning For Novelty

Screenshot 2021-06-23 at 10.34.23.png

TIFFANY REFRESH: IS YELLOW THE NEW BLUE?

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

Screenshot 2020-10-20 at 20.48.11.png

PART 1: THE NEW
MEANING OF LUXURY

The Future of Luxury in Times

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

POST-ASPIRATIONAL CONSUMPTION

We Don't Post-Aspire, We Just Want Different Things Now

Screenshot 2021-04-17 at 22.38.02.png

THE NEW RULES OF

ETHICAL JEWELRY

What Is Ethical Jewelry?

Respect For The Customer, Longevity & Timelessness

BBC CULTURE:

THE FULL INTERVIEW

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

MEANINGFUL STRATEGY
IN PANDEMIC TIMES

Brands Now Need To Add Meaning To People's Lives

ECONOMY OR FEAR,

OR MEANING?

What Kind Of Economy
Do We Want To Live In?

Screen Shot 2019-10-15 at 18.19.04.png

POWER OF RITUALS IN

CONSUMER CULTURE

Podcast: Creating Conscious And Meaningful Brand Rituals

Authenticity cover photo.png

Screenshot 2021-08-31 at 17.06.07.png

AUTHENTICITY IS

THE NEW LUXURY

Leaders, Thinkers & Creators: Interview with Eat Love Savor

Luxury Daily logo_edited_edited.jpg

LVMH X TIFFANY: STORY
OF FUTURE RELEVANCE

American Luxury Jewelry Icon

Meets Cultural Diversification

AHEAD OF 2020, LUXURY
IS GETTING PERSONAL

The New Luxury Identity:

It's No Longer About What

You Own, But Who You Are

LUXURY BRANDS FACE

CRISIS OF MEANING

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

GLOBAL BRANDS AND
THE LOSS OF MEANING

Why Do Global Brands Fall Into The Gap of Meaning?

BOOSTING BRAND

VALUE VIA SEMIOTICS

How Semiotics Helps Brands Encapsulate Value

3-Ways-To-Ensure-Your-Storytelling-Is-Me

3 WAYS TO MEANINGFUL
BRAND STORYTELLING

How To Ensure Your Brand Storytelling Is Meaningful

giammarco-boscaro-zeH-ljawHtg-unsplash.j

THE POWER OF STORY

IN BUSINESS

How Embracing Stories Helps Leaders Humanise Business

THE BUSINESS OF

HUMAN TECHNOLOGY

How Technology Rewires Our Minds And Shapes Meaning

Image by Fernand De Canne

BRANDS AND CULTURAL CODES

How To Align Brands With THe Codes Of Culture

Screenshot 2022-03-16 at 15.11.50.png

THE MEANING MANIFESTO

What Is The Role Of Meaning In Business?

THE REAL VALUE OF DIVERSITY IN BUSINESS

The Real Value Of Diversity:
It's Not Representation, It's
Value Creation

BUILDING BRANDS ON JOY AND HAPPINESS

Using Brands Strategically As Vehicles Of Social Good

Screenshot 2022-01-30 at 19.46.28.png

THE FUTURE OF LUXURY CONSUMPTION

Luxury's Got A New Change Agent: Gen Z. How Is The Consumer Motivation Changing?

THE HUMAN VALUE ECONOMY

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

THE FAILED POTENTIAL OF DIGITAL MEDIA

Digital Media Were To Expand Human Consciousness: They Amplified Irrelevance Instead

PART 3: THE NEW
LUXURY ESSENTIALISM

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

960x0 (1).jpg

THE NEXT FRONTIER OF
LUXURY CONSUMPTION

Luxury Turns From Conspicuous To Conscientious: Challenges And Opportunities

Screenshot 2021-03-23 at 12.56.53.png

Screenshot 2021-03-23 at 12.51.29.png

"A WAKE-UP CALL

FOR LUXURY"

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

THE LOUIS VUITTON

FACE SHIELD

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

Screenshot 2020-03-31 at 19.34.50.png

THE IMPACT OF CORONAVIRUS SHIFTS WEST

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

Screenshot 2020-06-29 at 16.23.11.png

1200px-Podcasts_(iOS).svg.png

FINDING DIRECTION IN

DISORIENTATION

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

Screenshot 2022-01-09 at 21.08.37.png

Screen Shot 2020-02-01 at 13.45.09.png

PODCAST: BRAND
PURPOSE VS MEANING

Fireside Chat on Brands, Strategy, Meaning And Culture

Screenshot 2021-08-31 at 17.06.07.png

LUXURY REDEFINED: THE LUXURY REPORT

Redefining The Future Meaning Of Luxury Brands

OUTLETS: US x EU
LUXURY MANAGEMENT

What LVMH Knows About Luxury That Americans Don't

Screen Shot 2019-12-14 at 17.48.38.png

IF CONTENT IS KING,

CONTEXT IS KINGDOM

Interview: A Rare Breed,

Meet The Queen Of Meaning

LUXURY HOUSES FOCUS
ON THE NEXT-GEN

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

Screen Shot 2019-06-01 at 20.24.22.png

AMAZON VS LUXURY

BRANDS PARADOX

5 Lessons: What Amazon Means For Future Of Luxury

Screen Shot 2019-06-01 at 20.24.22.png

EXPLORING THE CRISIS
OF MASCULINITY

Close The Gap Of Meaning: Gillette Deconstructed

MEANING IS THE SOUL

OF YOUR COMPANY

Meaning Unites Fragmented Brands & Siloed Organizations

5 WAYS TO SURELY KILL
BRAND MEANING

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

gender + identity.jpeg

GENDER AND IDENTITY

IN BUSINESS

Reinstating The Equilibrium Of Gender & Identity In Business

Screen Shot 2018-09-12 at 17.23.01.png

H&M AND THE COOLEST
MONKEY EPIC FAIL

Lessons From Semiotics: How To Align Brands With Culture

Image by Brett Jordan

BRAND AUTHENTICITY: WHAT IS IT?

Brand Authenticity In The Age Of Post-Truth

Screenshot 2021-08-31 at 17.06.07.png

FUTURE OF BRANDS
IN THE HUMAN AGE

A NEW EXCLUSIVE STUDY: Reimagining Consumerism
As A Force For Good

Screenshot 2022-04-01 at 13.16.40.png

BRAND SPOTLIGHT: GUCCI

100 Years of Gucci: What Stands Behind This Luxury Brand's Success Story?

Screenshot 2021-08-31 at 13.41.29.png

WHAT IS "FUTURE- PROOFING" BRANDS?

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

THE SYSTEMIC INHUMANITY OF BUSINESS

Putting Humanity At The Core Of Business Creates Meaning

THE LUXURY
IDENTITY CRISIS

How Can Luxury Brands
Regain Their Lost Meaning?

PART 2: BACK TO
ESSENCE IN LUXURY

The Future of Luxury in Times

of a Global Pandemic: Entering The New Luxury Paradigm

Screenshot 2021-04-17 at 22.38.02.png

THE RISE OF THE NEW,

MEANINGFUL LUXURY

Transcendent Luxury: Is Post-Aspirational Luxury A Thing?

Screenshot 2022-01-09 at 22.15.09.png

Screenshot 2021-01-11 at 18.04.30.png

RESTORING THE TRUE
MEANING OF LUXURY

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

Screenshot 2020-10-17 at 11.32.56.png

BBC CULTURE:

THE ART COLLECTION

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

LUXURY IN THE MIDST
OF GLOBAL PANDEMIC

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

Screenshot 2020-05-03 at 19.59.05.png

BRAVE NEW WORLD

POST CORONA CRISIS?

Globalization Versus
Access To The Global Mind

Screen Shot 2019-06-01 at 17.46.27.png

VISION: LEAD BRANDS WITH MEANING

How To Bridge The Gap Between Brands And People

Screen Shot 2019-12-14 at 18.32.30.png

IN A CONVERSATION:

WE ARE WHAT WE BUY

On Voice America: New Luxury Consumers Want Authenticity

tiffany_campaign_2019_kj.jpg__1024x450_q

Screen Shot 2019-10-31 at 11.23.27.png

WHAT THE $16.2BN DEAL
MEANS FOR LUXURY

Opinion: A Deal Between

LVMH and Tiffany Represents

A Win-Win For Both Parties

RETAIL: MORE MEANING
CREATES MORE VALUE

10 Experts Offer More Than

A Dozen Ways To Fix Fashion Shoppers' Fatigue

Luxury Daily logo_edited_edited.jpg

THE FUTURE OF VALUE
CREATION IN LUXURY

Streetwear: Effectiveness x Efficiency Of Value In Luxury

Facebook makeover.jpg

FACEBOOK'S IDENTITY:
FACELIFT OR A MASK?

How Brands Use Codes And Narratives To Deceive Us

PREVENTING FUTURE

BRAND DISASTERS

How Brands Can Avoid Culturally Flammable Ideas

Screen Shot 2019-05-29 at 22.28.44.png

HOW BRANDS INSPIRE

SOCIAL CHANGE

No Matter What Anyone Says, Brands Can Change The World

CULTURAL RELEVANCE
FOR BRANDS

Don't Cannibalise, Capitalise

On Culture Instead | Interview

RITUALS AND MYTHS

IN COMMERCE

Mythologies And Ritualized Behaviour In Business

dove 1

Screen Shot 2018-09-12 at 17.54.15.png

THE MEANING OF DOVE
BODY DIVERSE BOTTLES

6 Reasons Why The Dove Campaign Went Wrong

MEANING POWERS A
NEW ERA OF STRATEGY

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