By Dr Ben Voyer, Associate Professor at ESCP Business School How far are consumers ready to go to show their love to brands? Consumers are increasingly engaged with their brands, [...]

Laure Claire and Benoit Reillier As you know we like platform businesses, and proposed a generic definition in a previous post. Out of the list of the most valuable brands [...]

By Dr Ben Voyer, Associate Professor at ESCP Business School China is seen as an "El dorado" by many luxury brands, and is expected to become the world's largest luxury [...]

By Laure Claire and Benoit Reillier Since we declared our love to platform businesses in a previous post it is only fair for us to try to provide a definition [...]

By Dr Tom van Laer I recently saw the documentary Manakamana by Stephanie Spray and Pacho Velez, in which pilgrims make an ancient journey in a state-of-the-art cable car. Their rides unfold [...]

By Dr Ben Voyer, Associate Professor at ESCP Business School I recently saw the documentary Manakamana by Stephanie Spray and Pacho Velez, in which pilgrims make an ancient journey in a state-of-the-art [...]

By Dr Tom van Laer A particular type of consumer enjoys stories with plots, characters, and imagery that allow them to get lost in the narrative, according to our new [...]

By Dr Marie Taillard, CMC Director Several of us at the Creativity Marketing Centre have been working around the idea of Brand Ecosystems for some time now. The notion of [...]

By Dr Tom Van Laer The fourth season of Game of Thrones has gripped scores of people with its epic story of warring factions in a strange and changing landscape, [...]

By Judy Bayer and Dr. Marie Taillard Dr. Marie Taillard, Director of the Creativity Marketing Centre at ESCP Business School, and Judy Bayer, Director Strategic Analytics for Teradata International, recently [...]