In family businesses, generational succession is not just a change of leadership, it is an opportunity for transformation. This article explores how branding can turn heritage into a platform for the future, helping new generations to keep the essence alive while projecting a relevant, consistent, and purposeful brand.

Brand architecture is the invisible foundation upon which the clarity of a business is built. When poorly defined, it leads to confusion, cannibalization, and loss of trust. But when designed with logic and strategy, each brand occupies its place, the offering is understood, and the customer relationship is strengthened. In this article, we explore how to structure a coherent portfolio that drives relevance, trust, and growth.

In a context of constant change, ‘Evolving without losing your way’ explores how brands can adapt without betraying their essence. Faced with a saturation of trends, it highlights the importance of strategic consistency, a flexible identity and a genuine connection with culture. It proposes three key layers for meaningful evolution: reading the (cultural) environment, listening to the consumer (human) and knowing when to let go (strategic). A manifesto for building brands tha