expert opinions

We often manage to keep going normally, but definitely not for the time being. With Covid-19, we are living through the mother of all crises.

Global awareness is shaking up global industrial production. Eco-responsibility is a reality that is forcing brands to react quickly and become actors of this revolution.   Taking care of waste…

Distressing daily life, the drift towards greenwashing and purpose-washing, the weariness of hero brands ... in light of the current crisis of meaning and confidence, people no longer know who…

“Stories are our primary tools of learning and teaching, the repositories of our lore and legends. They bring order into our confusing world. Think about how many times a day…

Start-ups and large companies use IoT to develop a number of innovations that simplify the daily lives of our Silver Agers allowing them to stay connected to their surrounding reality.…

While firms seem to focus on millennials and other Gen Y or Z, purchasing power belongs to what we like to call “seniors”. 10 years from now, people over the…

Capitalizing on sustainable commitment as leverage for value creation: a return to the sources of entrepreneurship? Marches for climate, biodiversity summits, student protests, not to mention the "yellow vests"... The…

A brand is, above all, a commitment, a contract that it signs with its employees, its customers and partners. It is a tacit contract, of which each stakeholder expects a…

“To be irreplaceable, you have to be different” Coco CHANEL I am an iconic brand,  the symbol of a fabulous tale. I am timeless and I share the founding myth…

Our thinking on the representation of women in brands discourse was motivated by an observation. In a changing political and social context as gender-equality initiatives are multiplying, as women’s voice…

That the world is increasingly turning away from meat (and its derivative products) is obvious. According to the study "Vegetables in the Diet of the French" (2017 Ifop / Lesieur),…

In a global economy in turmoil from digitalization and the death of mass consumption, the rules of the branding have been completely upended. The logo is no longer the single…