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Communication

How is a campaign born?
How do you develop a tone of voice?
What are the most interesting channels and how should you use them?

How to get a brand name right and survive

Naming a brand might be one of the most exciting journeys, but also one of the most distressing. Some advice to avoid it going downhill.

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How to think about content strategy for a luxury audience

Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.

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How do you create a luxury brand today?

As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.

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Fashion websites should be digital trips

Fashion brands have a long experience in breaking rules, inspiring us and taking us to distant worlds. Why does this not happen on digital?

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Do fashion brands really need copywriting?

Fashion brands are traditionally very scrupulous about visuals in their communication. Does this leave out words?

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How to define a brand tone of voice you will actually use

Tone of voice is essential for your brand identity, but will you ever use that nice document or will it just sit somewhere on your hard disk?

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