The power of connection : the new brand strategy for fashion, beauty and lifestyle companies

The book introduces the idea of the connected brand, a framework that brings together all the key elements of brand strategy, from DNA and positioning to creating memorable, signature customer experiences. It shows how a brand, while staying true to its roots, can expand into new markets through strategic collaborations and brand extensions. The book concludes with an exploration of four brand archetypes-authority, icon, lifestyle, and cult-demonstrating how brands build symbolic value and become part of our lives.