2 thinkers, books, and ideas connected to this field.
American businessman who served as president of Coca-Cola from 1923 to 1954 and remained its dominant figure for decades, transforming it from a regional American drink to the world's most recognized global brand.
Jean-Noël Kapferer and Vincent Bastien's foundational luxury management textbook arguing that luxury brands must operate under an inverted economic logic — raising prices to increase demand, never discounting, and prioritizing dream over function.