Heritage-driven

Our work on luxury brands is driven by the inspirational vision that heritage, before being a powerful leverage to enrich strategic issues like marketing or communication, is firstly a bridge between history and identity. More precisely, we understand heritage, not as a static and stiff framework, but as an evolutive and dynamic interface between corporate history artifacts and identity components: equally nourished by them on both sides, and equally delivering rationalized and clarified inputs to them in return.


Heritage inputs spread through every layer of the luxury brand’s recognition features, to a point where the consumer’s mind is inundated with a flood of meaningful insights (that will more than often confusedly be renamed and marketed as “history”), likely to motivate a purchase decision:

 

In the luxury industry, heritage and history have already became popular branding attributes, that need however to be handled with great care and expertise in order to produce positive effects without appearing to be pure commercial gimmicks.