The Art of Successful Brand Collaborations

About the Author

Géraldine Michel is Professor in Marketing at the Sorbonne Business School, University Paris 1 Panthéon-Sorbonne in France where she is Director of the Chair “Brands & Values” and Director of the research laboratory. She studies particularly the role of brands for consumers and employees based on social psychology and psychology. She is the author of four books on brand management and she has published in several academic journals. She lectures worldwide in countries such as France, China and Vietnam, and she has consulting engagements with companies on issues of brand development.

Reine Willing is the founder and CEO of 19-03, a global but niche consulting agency specializing in creating high quality partnerships between major brands and artists, celebrities, NGOs, good causes and foundations, alongside handling co-branding requests for limited editions, capsule collections and licensing deals. Based in Paris, she is highly involved in brand activism through partnerships and good cause marketing. An alumni of the Sorbonne University’s Marketing Masters programme, she is currently also educating others about brand partnerships through lectures in various universities.