Perspectives

Originally published August 2021. Updated June 16, 2026. A neologism is a new word — and in the AI era, naming is the first move in a brand's retrieval strategy. Three categories of marketing neologism, four tests for co

Rick De La Croix identified the shift from heritage luxury to cultural luxury before the industry had a name for it. The playbook he executed at Hublot — cultural class, boutique as media, personalized editions, institut