My latest book on branding, The Power of Connection, was published in 2025. At its core, it addresses a fundamental question many brands are facing today: 

• how can we create lasting, meaningful connections with our customers?
• how can brands remain true to their identity and deep-rooted DNA while evolving to meet changing market demands and emerging trends? 
• and how can a brand’s identity and signature remain coherent as the customer touchpoints continue to expand and transform?

We live in an era of unprecedented technological connectivity, yet many brands struggle to build authentic and enduring relationships with their audiences. The Power of Connection was written in response to this paradox. 

The book explores how brands can move beyond transactional interactions and instead cultivate emotional, symbolic, and relational bonds—particularly within symbol-rich, community-driven industries such as fashion, luxury, and beauty. The book introduces a brand-building framework designed to be both rigorous and adaptable, especially for companies operating in highly symbolic environments. The process begins with a deep understanding of the company’s history, DNA, purpose, and heritage. From there, it unfolds through the phases of positioning and the development of brand identity across its key dimensions: stylistic identity, retail identity, and communication identity. This foundation then leads to the design of a distinctive and coherent signature customer experience.

Building on this, the framework addresses potential growth strategies, with particular attention to brand extensions and collaborations. These strategies are presented as powerful tools to enrich and expand a brand’s system of associations, enabling entry into new territories while remaining consistent with the brand’s core meaning.

The book is further enriched by a contribution from the American consulting firm Landor, focused on brand performance measurement, an increasingly critical topic for companies that aim to manage their brand as a true strategic asset. This section introduces a clear and actionable KPI framework, helping organizations track and measure the impact of key brand strategies, including repositioning, rebranding, brand extensions, and internationalization, as well as their effects on brand awareness, brand image, brand stature, and brand equity.

The Power of Connection ultimately offers both a strategic lens and a practical toolkit for leaders who believe that brands are not just built through visibility, but through meaning, coherence, and long-term relationships.