Dear Colleagues
After publishing the co-authored paper about the purpose branding last year (attached), I'm working on the purpose luxury branding paper about luxury-art cooperation in radical changes in aesthetic practices now. My initial insight is that the incumbent luxury brand makes a radical change in the aesthetic practice when cooperating with an artist in a project that provides a new artifact = the asset for a new practice. Have you any suggestions on what could help?
Article The real purpose of purpose-driven branding: consumer empowe...