ESCP’s professors of marketing take a closer look at the best branding cases and tips for your business.
The decadent ice cream maker’s success hinges on fostering collaborative partnerships with entrepreneurs who share its vision and values. We sat down with Aurélie Lory, an ESCP alumna who is the Global Managing Director of Häagen-Dazs Shops, for insights on ensuring consistency and authenticity with a franchise model.
In a world where ethics and sustainability are paramount, the road to successful brand-event partnerships requires careful navigation, but the rewards for those who get it right can be significant.
Marie Taillard, L’Oréal Professor of Creativity Marketing at ESCP Business School, explains why brands need to engage with content creators more than ever.
Laetitia Mimoun offers four possible ways of responding to situations like the war between Russia and Ukraine depending on brands’ positioning.
What’s the secret to leveraging your image online & offline in a way that remains authentic? ESCP’s The Choice spoke with personal branding experts Géraldine Galindo and Thibault Louis to find out more.
Calling all entrepreneurs, is your personal brand a priority? If not, it should be according to ESCP professors of entrepreneurship Marc Sasserath and Benjamin Voyer.
Prof. Benoît Heilbrunn reviews a study to explain why products and brands that are considered to be boring spark as much buzz as those that are not.
Chief Brand Officer EGG Group & Head of EGG Sports Olivier Peulvast discusses what makes sports brands unique and what we can all learn from them, whether we are talking eSports, influencers or just good old sports values.
“The first major brands dating from the 19th century are practically all family names.” ESCP Professor Benoît Heilbrunn takes us on a journey into the world of patronymic brands.
Marketing expert Shirley Liu explores some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.
