Combining education in both classical letters and marketing, Georges Lewi has developed an interest in brands’ life very early and started his research on brands’ life cycle with his first book "Sale temps pour les marques » (Bad weather for brands). He analyzed a paradoxical phenomenon: some young brands are aging prematurely while centuries old brands are doing very well. Author of over 15 books, he is considered as one of the best European branding specialists. He taught at HEC Paris, at CELSA (Paris4Sorbonne), delivering his knowledge in conferences and in consulting for major companies where he handled about 500 case studies. He received many honors thanks to his work on storytelling.