I was very glad to be asked for a praise of the latest volume by formidable Annamma Joy (ed.): The Future of Luxury Brands: Artification and Sustainability. Never has the luxury industry gone through more disruptive changes than today. Through the themes of artification and sustainability, this book captures the...

When approaching heritage storytelling, marketers tend to focus on the heritage part, directing their attention to mining the past of their brand/company in search for content. As the term storytelling points out, however, this is a communicative act. We need to consider the communication context, the channels we share...