ARTICLES WITH TAG: Brand innovation

TOP RESEARCH Sleeping beauties: How to transform your brand into legend – and sell
Strategy

Sleeping beauties: How to transform your brand into legend – and sell

by Delphine Dion

Prof. Delphine Dion, Professor of Marketing at ESSEC Business School, introduces the concept of “sleeping beauties*” and looks at the strategies firms can use to turn brand heritage into a powerful premise for customer experience and customer sales