Brand Management Productivity Ramaswamy 
Harvard Business Review
MARCH 8, 2011
It is not about the potential destruction of a luxury goods brand. Bernard Arnault has a proven track record of building luxury goods brands and creating financial value for a multitude of luxury product lines. He would not sacrifice the long-term value of the Hermès brand for short-term profits. That is not what he does.
Harvard Business Review
JUNE 12, 2013
For us, this exchange was the culmination of a reflection that had started in the classroom and in client engagements, where we were finding an increasing disconnect between telling people about segmentation, targeting and positioning on the one hand, and about the increasing shift of control from brands to consumers, on the other.
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