AN ESOMAR WORLD RESEARCH FORUM
Brand fashioning
Michel JansenAbstract
Branding has entered a new era, in which FMCG brands will no longer lead the way in branding. Brand managers should start looking at the fashion industry and trying to understand how fashion brands are able to continuously captive their consumers.
Michel Jansen
Michel A. Jansen is Senior Brand Strategy Consultant at HIGHvalue. He has been worked together with numerous national and international clients in diverse markets (FMCG, finance, leisure, retail, industrial, philanthropic, etc.) on highly varied issues including identity development, portfolio branding, extension issues, out-of-home branding, etc. These clients operated in both the business-to-consumer market as well as the business-to- business market.
In addition to his consulting work, Jansen regularly appears as a guest lecturer and speaker at several national and international universities, including Erasmus University of Rotterdam, the Academy of Management in Groningen, Radboud University in Nijmegen and the Stockholm School of Economics in Russia. He is also the author of several books including Strategic Endorsement Branding, Team Up to Grow, Brand Alliances, Brand Prototyping and Brand Fashioning.
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