Category Archives: Strategy

Marketing of Ethic or Ethical Marketing?

Nike sport shoes produced by children of 10 years old or by sweatshops (wherein workers are slaves exploited within immoral conditions), isn’t it ringing any bell? For 20 years, the brand is at the heart of controversial critics and has … Continue reading

Posted in Consumption, Strategy | Leave a comment

Back to the future: when brands use the past for future profits.

Consumers and brands…at a crossroad When Lacoste presents the edging attached to its clothing as an allusion to its tennis heritage, or when Samsung claims to create an emotional connection with its consumers by emphasising on its heritage, these two … Continue reading

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