Articles filed underBranding
Vuitton x artists collaboration: works of art or luxury products?
By Pierre-Nicolas Schwab •
Louis Vuitton is multiplying its collaborations with contemporary artists. Are Vuitton products becoming works of art in their own right? And how do these collaborations benefit the brand?
Ricola: a pop-up store to celebrate the rebranding
Ricola installed a pop-up store in Paris in March 2023. Its visit allows us to approach some interesting aspects of branding, observable in particular through the visual elements put forward in the sales outlet. But it's also an opportunity to…
M&M’s and wokism: analysis of the disappearance of the mascots
M&M’s has just announced that it will withdraw its famous characters indefinitely. Accused of wokism by the American conservative right (Fox News), it is an important part of the "storytelling" of M&M's that disappears. These little characters that made the…
This element influences the perceived gender of a brand [Branding]
By Pierre-Nicolas Schwab •
Multiple pieces of research in the field of Branding have shown that consumers associate certain brands with the male gender and others with the female gender. However, the question remains: Why do consumers assign a gender to a brand? This is the…
![Illustration of our post "This element influences the perceived gender of a brand [Branding]"](/blog/app/uploads/wechat-logo.jpg)
Listminut becomes Ring Twice: the background of the rebranding
By Pierre-Nicolas Schwab •
Listminut, the platform for exchanging services between individuals, has changed its name. It has become Ring Twice after a meticulously prepared rebranding operation. In a podcast recorded on the eve of this change, Jonathan Schockaert, the founder of Listminut / Ring Twice, tells…
The Trump Brand: dropped from all directions, but will it continue to sink?
By Pierre-Nicolas Schwab •
The Trump brand is built on a real estate empire’s foundation and has subsequently diversified into other sectors. It was a strong brand, a case study in branding research. But after the events of January 6th, a wind of mistrust blows that destabilizes…
Using sensory marketing to improve your brand image
By Pierre-Nicolas Schwab •
The company Arthur Dupuy, based in Montpellier, France, specialises in the creation of tailor-made olfactory signatures. We have interviewed its creator, Arthur Dupuy, to understand his actions and to examine customer expectations in this unique field of sensory marketing. The…
