expert opinions

Optimising with renewed gusto   To embrace the truth is to reduce the packaging to its absolute basics.  It entails embracing a transparent moral value which surpasses all marketing speeches.…

What appeared to be an option ten years ago is now an obvious societal choice. The environmental responsibility needed for the planet and consumers means that we are rethinking our…

While confinement has accelerated the creation of new narratives, it’s time to reinvent those of tomorrow. These times of crisis have been marked by the reign of uncertainty. Uncertainty as…

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…