THEIR CONTRIBUTIONS

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

TOP RESEARCH The Luxury Industry’s Sacred Places
Strategy

The Luxury Industry’s Sacred Places

by Delphine Dion

Luxury brands use the codes of sacredness to build a sacred aura around their historic boutiques, those locations which lie at heart of brand identity and heritage.