18 November 2023

14:00 – 14:45

Amphithéâtre Faure

Georges Lewi

With a dual background in classics and marketing, Georges Lewi soon became interested in the life of brands, and began his first research work on brand life cycles with his first book, Sale temps pour les marques. He analyzes a paradoxical phenomenon: some young brands age prematurely, while hundred-year-old brands are doing very well. Now the author of some fifteen books, he is considered one of Europe’s leading branding specialists. He has taught at the Haute école de commerce (HEC) in Paris, at CELSA (École des hautes études en sciences de l’information et de la communication, Université Paris 4 – Sorbonne), and has lectured and consulted for major corporations, where he has handled some 500 cases. His work on storytelling has won him numerous awards.

Conference: What are the three fuels for brand development today?

It’s generally believed that it takes a lot of money to launch a major brand. Or at least, that financial resources are necessary. However, the most recent studies show that money is often the worst fuel, that it is often counter-productive. 8 out of 10 launches based on advertising investment are failures. Yet more and more brands are succeeding in making a name for themselves with millennials… and others. So what’s the recipe for these new launches? What energies do these new brands need? The branding revolution is underway.