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 Latest 
 Thinking 

What Is The Value Of Meaning In Business?

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

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 BUILDING BRANDS ON
JOY AND HAPPINESS

Using Brands Strategically As Vehicles Of Social Good
 

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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's Finding New Ways To Saturate Human Yearning For Novelty

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 THE FUTURE OF 
LUXURY EYEWEAR 

INTERVIEW: Reusable And Sustainable Luxury

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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?

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 RESTORING 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 PANDEMIC 

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

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 BRAVE NEW WORLD 

 POST CORONA CRISIS?

Globalization Versus
Access To The Global Mind
 

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 LEAD BRANDS WITH 
MEANING 

How To Bridge The Gap Between Brands And 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 EMERGENCE OF 
HUMANISTIC BRANDS 

Patagonia Rejects Old Ways: A New Humanistic Brand Concept
 

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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 To Expand Human Consciousness: They Amplified Irrelevance Instead

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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 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-ASPIRATIONAL 
  CONSUMPTION
  

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

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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 
 IN PANDEMIC TIMES 

Brands Now 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 LOSS 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

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 FUTURE OF BRANDS 
 
IN THE HUMAN AGE 

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

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 TRUE VALUE OF 
  DIVERSITY IN BUSINESS 

It's Not Representation,
It's About Value Creation

 

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 THE SYSTEMIC IN- 
HUMANITY OF BUSINESS 

Putting Humanity 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: 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: 
THE LUXURY REPORT 

Redefining The Future Meaning Of Luxury Brands

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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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