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  Articles & Insights

• In Luxury Branding, A Digital World Is Elevating The Physical To New Heights

• ‘Bespoke’ in 2025

• The Principles of Branding for Luxury Hospitality

• Elevating Indian Luxury to a Global Stage

• Luxury in the Middle East

• Accessible Luxury – A Natural Home for Lab-Grown Diamonds

• Generative AI in Luxury. Quantum Shift or Really Useful Tool?

• Modern Heritage. How To Compete In A Luxury Market Dominated By Centenarian Brands.

• Gen-Z And The New Face Of Luxury

• How Inclusive Is You Exclusive Brand?

• Craft And The Democratisation Of Luxury

• Koraru - Circular Packaging As Brand Statement

• Jing Collabs & Drops Spoke With Simon Woolford Of Sum About Baccarat’s Latest Collaboration With Pokémon

• Luxury With A Human Touch

• Luxury At The Speed Of Change

• Brand Naming – Sustainable, But Not In The Way You Imagine

• Sum Deepens Its Digital And Social Relationship With Luxury Kitchen Leader Poggenpohl

• Jing Spoke With Simon Woolford Of Sum About The Expected Return Of Cultural Institutions To The World Of Fashion

• Re-Awakening The Senses Through Immersive Interactive Brand Experiences

• Quiet Luxury

• My New Luxury Brand Is Sustainable, Ethical, Natural, Digitally-Native, And Has A Strong Ecom Platform. So, Will It Succeed?

• How Covid-19 Is Catalysing A New Era Of Luxury

• Luxury Brands Look Back To Get Ahead

• Redefining London Luxury

• Starting-Up in a Downturn

• Circular Economy – The New Cornerstone Of Luxury Branding

• Liliana Guerreiro Brand Strategy & Brand Identity

• How the Rich Are Shopping Now

• London Fashion Week Will Go Forward In June With A New Digital, Men’s And Women’s Platform

• Bof Talk With Founder Simon Woolford About Why The Fashion Industry Is Betting Big On Jennifer Lopez

• Searching For A Fashion Branding Agency?

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Featured Articles

• GrowthFolks - How to Position a Luxury Brand in 2025

• Medium - In Luxury Branding, a Digital World Is Elevating the Physical

• Medium - Why Brand Strategy Still Matters in the Digital Age

• Growth Folks - Why Brand Strategy Still Matters in the Digital Age

• YFS Magazine - Why Brand Strategy Is Still the Smartest Growth Lever in 2025

• YFS Magazine - Why Strategy-First Branding Still Wins in a Trend-Driven World

• CEO Weekly - How Strategy-First Branding Can Win in a Trend-Driven World

• CEO Weekly - How SUM Approaches Naming for Luxury Brand Strategy

• YFS Magazine - Why Digital Strategy Is Still a Brand Problem First

• Medium - Brand Naming - Sustainable, but Not in the Way You Imagine

• Medium - What Makes a Modern Luxury Brand Identity Work

• Medium - Creating Certainty in Luxury: How SUM Designed the Brand Behind Certé

• Medium - Why the Smartest Luxury Brands Are Choosing Silence Over Storytelling

• CEO Weekly - Why Digital Branding is Key to the Future of Luxury: The ‘SUM’ Approach

• Mindsparkle Magazine - Website Feature

• Medium - Why Fashion Brands Need Strategy Before Identity

• CEO Weekly - Launching Quietly: Why Premium Brands Avoid the Hype

• Growth Folks - Why Luxury Brand Strategy Still Matters in 2025

• Luxury Lifestyle Magazine - Begin With Brand: Why The Smartest Luxury Startups Launch Quietly

• CEO Weekly - Why Ethics Matter in Luxury Branding – A Perspective from SUM Design

• Medium - Strategic Restraint: Why Luxury Brands Win Through Silence and Clarity

• Medium - The Luxury Brand Strategist: What the Role Really Involves

• Medium - How Luxury Brands Are Rethinking Retail Experience in a Post-Store World

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Press Mentions

• Jing Culture & Crypto - Fashion in Museums

• BOF - Why the Fashion Industry Is Betting Big on Jennifer Lopez

• Jing Daily Newsletter - Baccarat x Pokémon Collaboration Commentary

• BQ Magazine - How to Master Brand Differentiation and Stand Out in Competitive Markets

• Talk Retail - Retail Reimagined: How to Strengthen Brand Experience and Partnerships