Vimeo
LinkedIn
Instagram
Share |

marketing

July 19, 2017

Carla Fendi, award-winning honorary president, public face, entrepreneur, arts collector and patron, and philanthropist of the billion-euro Italian family luxury fashion house Fendi, has died in Rome at the age of 79 after a long illness.

Carla Fendi, award-winning honorary president, public face, entrepreneur, arts collector and patron, and philanthropist of the billion-euro Italian family luxury fashion house Fendi, has died in Rome at the age of 79 after a long illness.

Carla and her equally formidable Fendi sisters Paola, Anna, Franca and Alda transformed the humble family business into a desirable global brand, renowned for its monogrammed handbags and leather goods beloved by Hollywood and European royalty.

June 10, 2014

Mormon businessman Bill Marriott, who transformed his father’s restaurant business into a global lodging company, has put aside the religious values of his church to launch a marketing campaign celebrating lesbian, gay, bisexual, and transgender (LGBT) inclusion. 

Mormon businessman Bill Marriott, who transformed his father’s restaurant business into a global lodging company, has put aside the religious values of his church to launch a marketing campaign celebrating lesbian, gay, bisexual, and transgender (LGBT) inclusion. 

Launched this month, the campaign, which features transgender model Geena Rocero and gay basketball player Jason Collins, includes a series of billboards and a dedicated website where customers are invited to share their travel stories on social media using the hashtag #LoveTravels.

August 26, 2010

Freixenet has been producing cava for most of the last century, yet the family has only recently transferred control to the second generation. Roderigo Amaral talks to family chairman Lluis Bonet Ferrer about being a next gen in his 60s

Every year, winemakers Freixenet release a new, much-anticipated Christmas TV advert in a marketing initiative that has become a feature of the holiday season in Spain. The family-owned Catalan firm has always bet on the power of publicity and is known for hiring big Hollywood names such as Gwyneth Paltrow to star in the ads in an effort to gain market share and strengthen its position as one of the major independent drinks companies in the world.

February 27, 2009

Bonnier Group, the 200-year-old family-owned business, has undergone a complete rebranding exercise as it aims to propel the company into the digital age.

Bonnier Group, the 200-year-old family-owned business, has undergone a complete rebranding exercise as it aims to propel the company into the digital age.

The Sweden-based multi-channel media company is run by sixth-generation CEO Jonas Bonnier, who took over from non-family management in November 2007.

September 1, 2007

Groupe Bel has grown from a small curing firm to the largest pre-cut processed cheese provider in the world. Marc Smith talks to fifth-generation CEO Antoine Fievet about the company’s history, its ground-breaking marketing campaigns and the world of cheese

Marc Smith is acting editor of Families in Business.

Groupe Bel has grown from a small curing firm to the largest pre-cut processed cheese provider in the world. Marc Smith talks to fifth-generation CEO Antoine Fievet about the company's history, its ground-breaking marketing campaigns and the world of cheese

May 1, 2007

Want to achieve truly cutting-edge marketing but unsure of where to turn among the plethora of new technologies out there? In the age of “on demand”, following the customer is the best way to lead the pack, says Amy Syracuse

Want to achieve truly cutting-edge marketing but unsure of where to turn among the plethora of new technologies out there? In the age of "on demand", following the customer is the best way to lead the pack, says Amy Syracuse.

Amy Syracuse is a freelance journalist based in the UK.

May 1, 2007

The history of advertising is filled with the corpses of failed campaign strategies.Marc Smith looks at several recent examples to ascertain what family businesses should and, perhaps more importantly, should not be doing

The history of advertising is filled with the corpses of failed campaign strategies.Marc Smith looks at several recent examples to ascertain what family businesses should and, perhaps more importantly, should not be doing.

Marc Smith is deputy editor of Families in Business.

May 1, 2004

The biggest family businesses capitalise on their family ownership in their brand – a smart move, as family values have the edge in the era of corporate mistrust

Melanie Stern is section editor of Families in Business magazine

The biggest family businesses capitalise on their family ownership in their brand – a smart move, as family values have the edge in the era of corporate mistrust

When asked what the most successful and most recognised family businesses are, who comes to mind? Ford Motor? Rothschild? Johnson & Johnson?

Click here >>
Close