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 ...

Upon joining A&K Travel Group in 2023, CMO Peter Chipchase felt the travel firm’s branding “wasn’t doing justice” to its ...

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 ...

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 BVC family of fluid aspiration systems are designed from the ground up to meet the needs of the modern cell culture laboratory. They are quiet and compact, and provide flexibility to ...