Pernod Ricard champagne brand GH Mumm is approaching its 200th anniversary and wants to celebrate its heritage – but the world has changed and so the brand must evolve, too.

Why it matters

Heritage is a key asset for any luxury brand but that same heritage needs to be assessed in the light of prevailing cultural trends. What was relevant and worked a couple of generations ago may not work now.

Takeaways

• G.H. Mumm explored cultural codes around the ideas of progress, how these have changed, and how they differ around the world.
• Semiotic analysis helped generate...