A strong brand truth involves both head and heart. The rational core represents the brand aspiration, or what the brand stands for. The emotional wrapping is how a consumer with the right mindset ...

Luxury brands are focused on a certain type of consumer in 2025. Recent years have seen the prices of luxury goods rise sharply, sidelining a critical group of shoppers—those with ...

The proposed Theory of Multiple Aspiration & Poverty Lines ... In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous ...