top of page

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

Dr. Martina Olbert .png

“Understanding what things mean is the new literacy for the 21st century.”

MARTINA OLBERT

Latest Thinking

Articles, op-eds, profile pieces, media features, commentaries, interviews and reports on the role of meaning in business, branding, marketing, and luxury. They all explore meaning from different perspectives: value creation and growth, brand strategy, storytelling, design, innovation, the shifts in the world's socio-cultural context, and the need to explore how brands and technology shape our society, humanize business and accelerate change.

← BACK TO HOME

EtS cover_edited.jpg

evolve_to_succeed_podcast_review-300x300

CREATING BUSINESS WITH MEANING

Podcast: "To Create More Meaning, We Need To Switch From Consumers To Humans."

Screenshot 2022-11-14 at 21.51.12.png

SUSTAINABILITY PREDICTIONS 2023

From Environmental Efficiency To New Ecosystems Of Creativity

DIVERSITY IN BUSINESS

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

Screenshot 2021-08-31 at 17.06.07.png

FUTURE OF BRANDS

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

"FUTURE-PROOFING" BRANDS

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

THE SYSTEMIC INHUMANITY

Putting Humanity At The Core Of Business Creates Meaning

THE LUXURY
IDENTITY CRISIS

How Can Luxury Brands
Regain Their Lost Meaning?

PT 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

TRANSCENDENT LUXURY

It's Not Post-Aspirational Luxury. It's Transcendental.

Screenshot 2022-01-09 at 22.15.09.png

Screenshot 2021-01-11 at 18.04.30.png

RESTORING LUXURY

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

Screenshot 2020-10-17 at 11.32.56.png

THE NEW MEANING OF LUXURY

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

LUXURY AMIDST A
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 COVID CRISIS?

Globalization Versus
Access To The Global Mind

Screen Shot 2019-06-01 at 17.46.27.png

LEAD BRANDS WITH MEANING

How To Bridge The Gap Between Brands And People

Screen Shot 2019-12-14 at 18.32.30.png

VOICE AMERICA: WE ARE WHAT WE BUY

RADIO SHOW | 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 IN LUXURY

Streetwear: Effectiveness x Efficiency Of Value In Luxury

Facebook makeover.jpg

FACEBOOK IDENTITY:
FACELIFT OR 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

WHERE IS KERING IN BALENCIAGA'S CASE?

Brand Analysis: "Luxury Houses Must Be Managed As Connected Ecosystems Of Cultural Value"

PURPOSE VERSUS MEANING IN BRANDS

The Difference Between Meaning and Purpose For Brands

Screenshot 2022-08-20 at 15.30.42.png

Screenshot 2022-07-28 at 16.18.10.png

THE GREAT RESIGNATION

What Does It Mean For The Future Of Business And Work?

Screenshot 2021-12-25 at 14.37.29.png

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 MEANING
OF RELEVANCE

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

INNOVATION IS HUMAN, NOT TECH

Innovation Isn't Technology: It's In Saturating Our Humanity

Screenshot 2021-06-23 at 10.34.23.png

TIFFANY YELLOW REFRESH MEANING

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

Screenshot 2020-10-20 at 20.48.11.png

PT 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 To Anything, 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: FULL INTERVIEW

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

NEW 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 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 THE CRISIS OF MEANING

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

GLOBAL BRANDS & THE GAP OF MEANING

Why Do Global Brands Fall Into The Gap of Meaning?

BOOSTING BRAND
VALUE BY 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?

Screenshot 2023-01-09 at 17.57.28.png

BALENCIAGA:
A STEP TOO FAR

Cultural Commentary: How Far Is Too Far For A Luxury Brand?

Screenshot 2022-01-21 at 17.39.13.png

MOVING BEYOND PURPOSE

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

Screenshot 2022-08-10 at 20.03.59.png

IS THIS THE END OF AMBITION?

Why Is The Great Resignation A Great Human Awakening?

BRANDS AND GOOD

Building Brands On Joy And Happiness

Screenshot 2022-01-30 at 19.46.28.png

FUTURE OF LUXURY CONSUMPTION

The 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?

FAILED POTENTIAL OF DIGITAL MEDIA

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

PT 3: NEW LUXURY ESSENTIALISM

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

960x0 (1).jpg

LUXURY CONSUMER: WHAT'S NEXT?

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 COVID 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

BRAND PURPOSE VS MEANING

PODCAST | Fireside Chat on Brands, Meaning And Culture

Screenshot 2021-08-31 at 17.06.07.png

LUXURY REDEFINED

THE LUXURY REPORT: Redefining The Future Meaning Of Luxury Brands

US VS 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

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

bottom of page