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.
