Klaus Heine works as marketing professor at Emlyon Business School in Shanghai and as consultant for brand-building in the high-end cultural & creative industries. He has worked and cooperated with a big variety of high-end brands, from Hermès, Dior, Louis Vuitton and Montblanc, to specialist brands such as Bollinger, Breguet, Gaggenau, Hasselblad, Jaeger-LeCoultre and KPM. His main interest is the creation of brand meaning, to give a brand an aura and soul, and a personality all of its own.
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