Building a luxury brand’s narrative is one of the most complex and exciting challenges for a marketing professional. It’s not just about telling a compelling story; it’s about designing a living system that articulates the brand’s past, present, and future, while deeply connecting with consumers whose expectations and values ​​are constantly changing. Luxury rests on

For some time now, some brands have contacted me to analyze the possibility of transitioning from a business model based on the marketing of premium goods and services to a new model based on the parameters and codes of luxury. In an increasingly polarized consumer society, I have always said that staying in the middle