Scott Lux of Esprit discusses the brand's U.S. comeback, focusing on brand equity and the necessity of making the product and customer the 'heroes' of the brand story.
Scott Lux of Esprit discusses the brand's U.S. comeback, focusing on brand equity and the necessity of making the product and customer the 'heroes' of the brand story.
A deep dive into building a superstar brand, focusing on how brand positioning shapes consumer perception and identity in the marketplace.
Elizabeth Mercer discusses how premium packaging and intentional product design serve as levers to shift customer perception of quality and value.