Author Archives: Charles Howarth

Published: March 20th, 2020 With the coronavirus, we seem to be entering unchartered waters. Over the past few years, various shocks to the system – from the 2008 financial crash, to Brexit, to Trump – seem to have washed away the old certainties. The coronavirus is the largest shock to the system yet – a global eventContinue reading “Getting to grips with the present: Brand strategy in the age of the Coronavirus”

First published: https://gemic.com/curing-the-myopia-of-innovation/ Today, it seems that if there is one thing that companies should focus on more than any other it is innovation.  Often, this is a question of the company’s survival.  The marketplace is more cut-throat than ever: it’s characterised by global competition, the dynamism of start-ups, and empowered consumers that are everContinue reading “Curing the myopia of innovation”

Luxury has had a difficult few years. The sector has, at various points, appeared to be stagnating. Various established brands, like Ralph Lauren and Chanel, have seen their equity eroded. Other brands have been propped up by high demand in Asian markets. However, recently, the rise of the more discerning, prudent consumer has meant thatContinue reading “How the response by luxury brands to the digital age misses the big opportunity”