How brands can stand out when everyone is a content creator
Marie Taillard, L’Oréal Professor of Creativity Marketing at ESCP Business School, explains why brands need to engage with content creators more than ever.
4 strategies for brands to deal with geopolitical crises
Laetitia Mimoun offers four possible ways of responding to situations like the war between Russia and Ukraine depending on brands’ positioning.
“Be yourself – everyone else is already taken”: Finding your personal brand online (and offline)
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.
The why & how behind personal branding for entrepreneurs
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.
Boring brands are better at creating buzz!
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.
Fostering strong brand communities and values through the example of sports
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.
Is the family name really a heritage?
“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.
The place to be: lessons in branding from the tourism & travel industry
Marketing expert Shirley Liu explores some examples of brands that have successfully marketed their destinations and differentiated themselves in this highly competitive industry.
