Changing careers means changing the story without erasing the past
A convincing career change does not pretend the past never happened. It gives previous experience a new meaning. Senior professionals often struggle with this because their careers
Your company has a founder brand whether you Manage it or not
A founder’s personal brand is the accumulated meaning attached to their name: what people believe they know about their judgment, expertise, values and behaviour. When that p
Borrowed reputation and the choice of brand ambassador
A brand ambassador lends more than an audience. They bring the meanings already attached to their name: taste, expertise, humour, status, values, controversy and history. Once the
Should every founder be the face of their company?
No. Not every founder should be the face of their company. Some businesses need a founder’s voice to earn trust. Others need it kept out of the way. The decision belongs to s
What makes a founder unforgettable
Unforgettable founders don’t just build companies. They build meaning systems around themselves — ecosystems of trust, emotion, and coherence that outlive any campaign. When au
Digital presence isn’t optional, it’s your first impression
In 2025, introductions no longer begin with a handshake. They begin with a Google search. Before the meeting, the pitch, or the follow-up email, someone is already forming an opini
When sport meets fashion: a marketing crossroads
The Vogue World event, held at the iconic Place Vendôme, was a dazzling display of fashion and sports. Supermodels like Gigi Hadid and Kendall Jenner made dramatic entrances on ho
Leveraging employee influence to boost your reputation
Mental health is a priority in today’s workplaces, and employees want to feel valued and supported. To enhance well-being, companies are offering remote work, wellness progra
Cultivating client loyalty: Miu Miu’s connection with Dr. Qin Huilan
Clienteling is pivotal for fashion brands aiming to deeply engage with customers. Miu Miu showcased this by inviting Dr. Qin Huilan to its Paris Fashion Week show, emphasising pers
The power of exposure in communication strategies
In the dynamic world of marketing and brand strategy, the strategic concept of “payment in exposure” emerges as a powerful tool for brands seeking increased visibility,