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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.

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 MOVING BEYOND   PURPOSE 

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

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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 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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 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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 BRANDS AND   CULTURAL CODES 

How To Align Brands With THe Codes Of Culture

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 THE MEANING   MANIFESTO 

What Is The Role Of Meaning In Business? 

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 THE REAL VALUE OF   DIVERSITY IN BUSINESS

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

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 BUILDING BRANDS ON   JOY AND HAPPINESS 

Using Brands Strategically As Vehicles Of Social Good
 

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 THE FUTURE OF   LUXURY CONSUMPTION 

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

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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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 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   CORONAVIRUS 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 x 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 And 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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 BRAND AUTHENTICITY:   WHAT IS IT? 

Brand Authenticity In The Age Of Post-Truth

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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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 BRAND SPOTLIGHT:   GUCCI 

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

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 WHAT IS "FUTURE-   PROOFING" BRANDS? 

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

 

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 THE SYSTEMIC   INHUMANITY 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 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 

Transcendent 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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 VISION: 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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 MEANING POWERS A 
 
NEW ERA OF STRATEGY 

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