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#Branding

ESCP’s professors of marketing take a closer look at the best branding cases and tips for your business.

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Choose to Lead

The why & how behind personal branding for entrepreneurs

#Branding #Entrepreneurship

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.

22 Nov 2021 7 min read
Picture of Tony the Tiger, advertising cartoon mascot for Kellogg's Frosted Flakes (​also known as Frosties) breakfast cereal.
TL;DR

Boring brands are better at creating buzz!

#Branding #Marketing

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.

29 Jul 2021 2 min read
Football fans clapping on the podium of the stadium
Choose to Lead

Fostering strong brand communities and values through the example of sports

#Branding #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.

22 Jul 2021 5 min read
Feature photo by Jannis Lucas/Unsplash. Photo of Louis Vuitton logo outside a store.
Tomorrow's Choices, Today

Is the family name really a heritage?

#Branding #FamilyBusiness

“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.

05 May 2021 6 min read

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