Marketing
November 15, 2017
Tiffany & Co.'s Blue Box. Image credit: Tiffany & Co.
By Jen King
BRUSSELS – Brands’ inner workings have long been split between two individuals — a creative talent and a business-minded executive — but who should control the power?
{"ct":"OV2ubkaLcj3N2hFpwWIBS\/0jig8B1Ehbe3oEGRChzLwqBFXiRSnr6M6t5GsBonYd6tSWrnvfiFbQYrJJvTzF6tp9nSPz2XyALvm1WsZmInfXL3\/sODkaO4fz0RFc\/NTva4c54yYNZbHDdAalYrO8\/3WwngLOycGcJhE1yEsHVWstE9qWu8SP16cg5J7ofZtFm1lbsD4sANAwatxyuiEKffEidAA9fD\/OyousYi2Z\/SW8AOHA9gJOMkOp9Vt0l5s1sXoybOLW5QU5K9ck\/fiT9iKMkoJ6WgKivHm4NrDVXBN1mqMOjTkk7DFB43AundL51hpoj3M8njijWvScnCSR4e6\/MW1feXC02bUBg2ym3Q8ozpbH28EGVciktkTyJNbnt26FiPiAOrMtc91TDTcsT1mPTgc5iGF8b6a1XDsjT9DKgP2nRnZn5y21FFoqVwq2I8HDv8BayDKOgVkSQIuCDIruUuuu4a0b5HSYL7mWqiSZhOny0kM0CYynTv\/w5m9e4mlHBO7\/NLS2+zqTmtTr8TMyENJz2PJqS82qeKPdtEIt4lPpTV06IWrbOElrOvBIL8QDQG3jwQk88UYbZvmMxfqJwyeRS5qhu9YOipOhBU+3AJWbj2pu79Kop8+0JuIwP1hu1t7wwWgwX1aceZVwAZdQOqILSjGuhrTAVfGD8CIClpi7C3CI5UyL17305tHsBD\/qwCmarj3kuhC4nDYPdMXNAwNtvsVjgUah\/bxel7td\/m7YMylngEe+yNlRfRoNoXQcN0xaa2fzEjUucc1g1v6tM9BFNVGgaD9120a3QWw9md0Ez\/QVZs0hW3+yfAfi7qZ8Bsq8Guq7PjGIhldVKSvDWn6W6Wp+i5kt\/sgKcAH2MzgWpKGcHvK0Zcr\/7rvGiK8In4iBAvr4hzwmixRNjV2ibZdP1rMEqxki2OSj6qspM\/3eE8eySJm1W6Z6FtKJ9JoDvkTk6liHN6GfATtQXc3DdT1lucRntzdxuIljiMkUqg\/rpd7Jyh2tQ6XmUtPSmdg+ZWxMCebgheEq+ZNUvXnJn+utf9uXcgUQ48SBhqWL4WNWSzwIZraHg\/LP0PNAHFbVucaiKZDaY556CkhBs7Xs34of3xJosUeSBi+E8mJYTN2oOejgmumUXAF3i\/RwYr3H2e+7+dJ8X11cxTwM7IvN7CqlGMi3tD7cv47NmveN6qq4Z1mNt9y6wEDNdhRHKXBx4xOn9KN+QMDIUy20kmABAGXkGqEYtBgpfG6Xt3iLxI2hR2VHbiYbdDmegF9COw6m1\/gV0ISzW1xQ2kTbVLzhL++WcOwPKnjAFfKNlXW3dJxvQ5dXJlB2jbnVjwYxBX+gikVMY3n8WgCkIZ\/DzZpvD6\/tt2lEuc3ayraaWfLECmlTKRbv0c97JDo2hP8yzaMbza3\/sTa1axXesYcDCl4nzFEujmK+1XDEh6fVYyVlDo0WSmHG4h9nTf0BxjlBCeEsilwShPRI9YkGW1AlXOGwMSrMETTzlk7mp3wp4ARWkI6iqTc4ITvWX\/B3b6kR8EBwlGxjuikGdwhIYTerCWLmLjsVxwaG4UPTHLTzGfPmIej2c+TiRC3EyTC\/GUyTaizJGdt1JWmFhczSsZxA7esWA6DI3gPJLYeeUT\/t+v0YrkBsY8YorTuJyD2w1j4CYYnzT4nyVBcp\/q0vpq7hOPOVAZh7oYy6gigxftR5MYgbAAYyeCk\/TStMiR+SmHN4Z3y4gcdyUL8hE5\/CUhrnTfAbSEpCPp41II6BUoWvSmp4XFdk2manH17Hh+863RPl5ULX03gWhTAI1LQc+4K9V2s8zO6Yg\/3V58JjivPxblj0HCNkZXSfdD2BCj39hZIFiHA40znlyUDTHNpuSw5tS9KjgiWnJ3hQa6DDzdAZiPWOEaxdWmGfys3RyiNmaCg\/eJWKahlVXapHA7UeYZNt53dy6rDvhLKsC6tKXG4tjftnLGTkHyFilMMS9X+suw0zvsFeavAhSO19781iT2wKr+pVN+5K8m\/46j\/eR6npmBWQoaO32R7jgd+otknm+Vle5EGE5IGN+QD\/5onR8eGM87MKwS2955uiCI2nNxHUBmhQEMpSOskjWGiy8ANMocSuocs6jrQuROj37SgWpCCA7kgF\/wLwzwa9uifRQqn8BmpcLFEVdYamn892+G8D8JOqs5ZNTkY+eC1E5GNRg4H0SQDGotDs\/7TNPGHLMFR+TnAwvJ4Phxlz7NUYxsJj2dlsQK1J7frOuBfBpGpP4B11HhIPLk+PGZZM7t6ht93IWrcYqUwBh4PcHYwvL7XDFE5D+3k7LTf1pK0S8Y+zC0Jor2kMncoLkKGHIeAAZ00sl8fLbr0C34k9JOV19ravfEXtbsonZ1duDCoqx1\/0X53u8rgM0KCfYmCr4RpLVGBg3q12NM7PKLimw4vXNjSOTIBULaLUMvr\/AZzwCwl17+7m8zxZdKmhRfmaHXyeN9AsVgrDeW0oe+fYklKt2cBD8zqbmheOwaE\/TS1PAQnY21scVXo3zDbHnt35+IaY4DdzJ9Eghtp2SSUOhmPcDrWdHC7Ly2+sSBcQLo54GHqq9q4ebEsNgTIg5IFUtEEC4bUL\/YdzgCldSi5UCtEtOq1npaqnXM84hsT5vYPjaykbJhfPlDbjE5eiih3LD8MeuSFZM0jGDlSoSrQ6AvJ4Kp6YG6TDS2+CLbf\/sNYVlcxa9giv9X0NyPKTOXK0WeDhQFeNh8GpqnQa1gUjr7Ns92Y7QPc\/wGu7qAOlPJo1od5h5OLtos40+aL8ky075xC0nt6ZrlTMX3xJWMw7\/DnSohL6UUZWBN0yR0wzb38UzfRUWcbtdSkBlvhFF8y5mhVGp6sScKea9OETVHXShWthjd0caLKLGyAicgsQn3R20cMv+Ux8gSKkQsxQP7uaqvTfZdyn+NOaGGj0uOWx9w9TObILntQnKC5NpOkoHQWek68MVLXWywLlC1ILVn2SyJYPSzpIyErq+sTZDhaucQOwoZEAOMiV5woUww\/NP7LlF93EwOlAUDAAcZ8JM\/HGP9F+PHGErRo1P6x44SjdEGuelQlf89cQMTep6sfDFfmELCGKrTO5EBuMrldOignJ9C9GqRF3cGA+zsMbkRxaH8CGL24KToKMf9osNhzqiyO1WNSLnj6Fz\/dHh8eqKyP7Ss\/gkGoSD8ZwaAhCqjQDtMaWlUmciyYtwaX5pYLyNJGAiQ24JGsiiPzfxV2cfBhNAvTEEHrt7RsdOt\/hp92nAqZxwF+OOIeb+68+tX9LMkC2gHNh1gWGIfrEjx5K718MNdCvGAzDHG59lpZp+\/60A2jeh5d6SxtUiM9TNNWuKtpWN1VwJf6fALeejV8n7nXuZzNNGy7a3ooYKpxznZAV3VjdF15XqvWbWob31A0Lob\/uAJwoAfKsh0MOzohNQpUPV6l+ap5eO2Xe0ACPiDoB0W+hy59ZrPkBDgHlCDipA50OXNwV5CyLTvJOieFrU4tBMgrErJM8RVtOQyVbokyHh23olX+xra\/Svf8pKXApagx5iMzDmmL\/VEdi5FjfCETkhpcdQdxRN1PjX4N1mamolGtSXlYkVBBPgf5keBYCuW9z1VqPoiKsZGIzFAvW0IVw6nK1flAykEeghFUpATeg9bPwEa\/Yh\/Tur8N8HNoZzN4+3Hha8+Jg76AS9FkWoPPQFLadclEB\/bcg8NZwun6L2ZqFOTKQbW7LMcYQlpo5ytgXLcOeFADQbRvIaT7+nmCXIwMvlk0ChMtaWmVwzqGDmX+PMHGkqUofuNzZfL5tNdAA7uJEtwBtY8p8A+I0oWFlKCa7BJHpizknqjcaAgRyjYphbFNTJ32U2XgY4PWXQI00z3CvuuQ5RzZZlF20\/OLrCbS5oAi1MoIGh+gAnUjsxlyI5e6U2mqxGEdHqlnF4rjHtngvmIrtVqM6Q1Kkdy7Xqrv\/xuOMPVdX95UgQUlmiN5qUGIq00ephQfUHJfsR78PKhynRpDQdK+dnVQj\/litXlNFiqXu6mc0ScTQpacveraeFi6BZK1FxYlApsslawUwgFuEnPnM2dHhrMMzW7hY12dL5xhrrSbpYOSI1aihISYYWYQ0QmTHl8cvdGGZG4vMBkEBLaxciYa6w\/RhGdbes3D0t6NHv8CMF8FTA1P696RGPWxHwy5oQlSMfStFgJnTRgutU+TWPwHxbq7Aa2zChIBSbXOsFPWIsELA1U053iIUJyl7kFeZFf886QkICkcgSAYK7t84fxJVWH7ylLbtAk2VdUdeY3+\/b7KBfPS7XgfSjuOGRdZmpj\/ka1+\/j\/rdwftJcfq3PlemepCudFSNmkT8uiUnInjVUWYF8sqBhX7glDTHAkizFXwaweqQY148O3NnzaGVcT9LJFBPb88E4v+q8ezT9a3KXH1zQsqgwFerjHCRE8bIPA8+N1cUdrTZ4cn0v4O89e1Heo+OjLoSWyxD6Uh83QlBsXLC3dT+qr7XCi5U7aZhQuvbAHjSkncNye1dqYj344epoV0hCxu\/1Bo1+F41C077mcieD4TeYVt9m+v6OZJ0DfDaGprxvwPIcDB7paCAgdqjf6XDq9pm1PJcprL0ZdGzfEairWpbltfkCNIetGVV5drfbf8AsSWYKv0C1eEyH0TNCm1BN121IJEdqGSpfj\/v1iCXahtfdcI1FLLv85pggU\/7hWp\/gH\/nzlCEWrsaZSYB+yXVqzbi8Lt5L4VDja7SbM9TguWrxUFyP3s9hmBMtRgcktVpF7sIvdVrkS3qB0SD4Coi4txGZEix\/OAtcOPwDUhC2tIiNW3RSOTrvUNJD59MZAV61NimTibtHacMF+p\/XrIXCuzX8w7z3eE2hny3AdQzHyOFWa0UncOLtPIvv6cMuvxPaFNTb1TALl28LwTFaC3x8HApk4QAQPAUovEt++AY5jp\/lv+cDMGvsb3RmHrrenpwb3lsOTX4CPGbEbkPKIjMuzS8Z5NRcYNAgRIHPya0aslYiPz\/28oXwo\/kbb9LoOvG6hLmQqGdldNkgch+ARTztYfV60NZtseYhIyaz8PA1WzISCM7Fl+6DuxB1g2SF3rU1mgViTFBv2tK12NYKNWkNxTKBqN8lgajfiPIsurKzt4gjraKnFDkPCHpf+F8kUCx0ftXJU6i+e86akCZaOdinzgGtv+cv4Rzf+vO5Uoy2eCPF86Y7awp\/bRV9LijCHCmTjmWE6AJVHQ7unr3hBaXQEWufs4JeKAJ8RRbZID79PyfmUCcect6pDr6BtDqEVle8ubmzpp3bCzgErpVxCYaS27br5efOGxw5U1AA333OirYT1AJi9EIxPumgK\/O2zsos0+67pKMmCTDov4Ir\/b9Ny4FVyLy6nj1qXLiPalPMapVlpfnnZbI9XusFhZ93unIOh5bBuuqJBQu0Xtj5QkX5L0BNd9n\/s6KfbOIpd55pc+h2sl6KvD1UV3jRGLooYMC2+EpeUGu7BfdPANglmfMuhaqEFO1ZZfXYyhPcqYZ4i4MvOqbUcHR6QrdWbMwZxMGTbeRPPL7nqGD8vdnVsa3s9uK87LaH5tTTVENExqjswTp2jrLl+9NDklroqMv1jK7Am25hzjMzKn0rlCMIn+fsbBkh4Rw29WNchjaShDGfRtTj6Sgb1MM+0ceOSyRTLbhSvrO0O8u92ML3RbjiV+bgzoAFSgD511G8qfh2+B7N2Rrvq9p93ARp5sFjnfD65fZ88jl3VbZoYfg6nIqnbVOYvfNyxpzRGBiYn0e2OdJPsLuml9VQaJ422d18x3PKXhxWHX4aDXaWGA+Uw6XgtOY0RJ5OWYXp2+pKLA57V9rSOEpQPDsEIaVQ2Gn6LCwtePWP4S4AUuTa6Dn3A61krdMgz42jN8Q79zs5XPRD5YgOJKh5ZHs0jDj5L8z8FYl3CMekDFtSAmvdmr67WrMMtCg4RljI\/+IRZAb0vBhmrZEzc2k6bldC\/rF6OoIRAceiUIl85bVSjt0PCYqQbrMx7WzS69Nr\/C18iszlkb+kx3Lic1Ja6BgjPv8TqWvHUOO0DuNbUcrBRbUrHIztaFhSZZOC1EgNT\/ZYp0h4fnmsM1PcIgqTuk1lut4ELeGmcZcaFZbZjNewgLz4SRN7ztgSteDGa38Wz60HsevjYUdnWuUmuyZy+EvQBljcjzxCGamEp8jJzyNSg8pticRVIloMhh7U\/Y8oY2BRgvAE73JM4pnYu35oYWjDPUFjw2uxDsbB2nK+IX9HzfRXqd9UOczxUboi8ZO\/yM3ekvaWDenTP5VRC+n+GuCfDr6dXcNdswzKpABx\/0onq2FKde8uN08eLtQ4PsPgTK93Zw3Og\/ndipX9SZwgk1nOLD4PV7neebH+LqvheMQoi00wThfx0z8Wz4s\/tvEKZc\/+vufn9nLQUnH0pnDj3ALoB5mLXLdEnzqZqts975TTFk7zHxy2Yhlg7vnB8JDAVPqZgq96uJgo6+pWSrsphb7UylMQngaXD9uSQn4I+qR0rJPMSpRcQTflPAeAD4gDMDs7Twy\/GAnfXVMVijGOS2q4ItFBVNnMXTqZUQy4pIYsEneWW\/f5WWNDbjKDW6CJNt375X8WCrzL+ighJIVU9+fBc5oxlOWy2WI6bvViJgXjMzwrXrzhdPoU7dFlLDb9AWUaCa+TBPX\/1sTV9qeW9BBaj72YFWt\/BjjA7aldVdhQHRymfTF9ByQGckUleDxyd2vlAgJJEJC156vcqV\/DTIDMNFKvkAXRQn7p3A6zMg7pnN5mzwT6jtF4fievL8snuJpTGyWo0WJJyQsI7W21E8n2YOgJ\/coW6JOUQtuJpp0p+rp7oemN+BjQ4j6eCGFdUmPXSxxip2OMI+v55xWrOW04nHIThLWssL5vXEM7xLvJzN2UoH4VyY2pAg7d3MN840+hOuzZbIlw3yYukYEXW4bE4sPJoM9RzlpoEhbrtxNBEX2QfZghSKgdnxj7tj7KXqZ6xDYeIWHAymOWowxWC2KK7s4TUIdBiKUf3ue361LyAX7cwg21Uj99oLaOvW9esCSW4l2PJwHBcvrkO4xaknTVEaH4\/jl9DZo0RlyG872z5Cju1H40Sn+z50c3W1JbMkA1z0r+BflXK240LTJYM2zfyChZCCPMIh7GlfyUmUmCJ9weAmm7sb6Qf3P9cK\/jaHrLeTPEW5DkaIeBFMfpwohj7hczfZxfae1PViJcId4y4NUjaXD8yWgJTeXYdHVUojtcRD2Kedt0XWY4VpODNJw1Zz3lBiechXqloCt9N10P86V0ATquV3pb\/7Hwj58L3tDnTQpvp0QfV4c0y0tj0N38aD8j9yhLwpX6i\/j+7FTcCef62tB+VX1kE9ShL64IsjUF8neSm03XDUCv8oyb0fRojaPu5swpL+JqftO+W7ooGrSmKBo8W0F1Dsd6FLcb60GQ7rO2B8cgbOAKDg8KGWgtKMpcu6YyrIotGvIGueZVIE09\/Uqo15WhWMC11hSqVFnVBIVLj88HkKbbFp6CHSkSyCPsPYk+nMiYQhwCOBiyKnvMtw\/M5Dei+tm2M22wZdYmTMu5YCqT1plvfPI09LZx4bEtESL1OvNDZPdoz7q35Rc+ueQ3bCo8Y3ecXxKRIv\/To\/02etD593BHOYs+VqUlFiWpDDkgN27iSWLPEFLhO4nr7ZQAxdQww63F5XQkSpB8ESHIrBOB4yRMGxuRj2cxXMtCCPf50C8dsHipeEvZwbiR++9NvYEn3HBHJdqIPtRcCx5H5k1rOtGXWDHlgUcmctXjTxCTiMZHRG7Zkl9XL3Q4GqMcjFPjV7bZzJ6sH1sM2Ag0Io3CwJbP12\/VSG2p+VXzOtre1mYJQuqfbEoW3e4ngD9WU76slb2kYOK20zFpBFm54ipTC0TWro0hiORjTCEwDu9A+oKWyyjGaFdvJgojFN8QV7X\/k1j+5lEiWx2TK+TPvdHDY5gCRDGmNqp6WAAnWIK7YZYdf3YFSJX8j94T\/QVNMKz0xSMPkvn4trx1e6paDQ1BTJm7qQUV2JUP\/NqDdLCpG7iOYSWvKtSVM6t5i6C\/CjkUsBH51qzH8TA3zEW8wtePtXo9noqcWs\/IycLRZ5jgJZuyfAATXLqlqHF\/PofDIrE26bCKHPfzyldP1Mvk07pCc8mxsnDOwIa+goNUp36M+uvCzjki5QV73KMqacv6\/BURNGQZHZge9B3hwzo0TwOOmAhuE0VOeK6GZYSX95xIQWCJBiFVGAH3qzHlIlLIoQB1YxSNfzW+6yGfdVueMtH7N3zW2uH7qlIhghpmf5jBtptX+h1MtZZRTglNKyJyCMpKAFTdzG2IA7arqqmw0udRHIV8SCR+0RO8N0q0oLNjVWIZ\/IxlgQujwPm7JlIzt7Bg4Sq7H1k92\/\/fwTIF+virqchbMdXC6AD6gEj16BvsAfEjz36fKq4rDp677zoIO4sg4JSCUbTCTSjIO7VUl7tqRuPwpg1kJKZ2dBeguGVHg\/f9lWRPtYA9bigQX3Gnbcz\/JaTP\/OAfiyIxYRZ7Fr6G\/MmMpB3dLiGku5vMANPkYIK577gpMlueMvh5avqngNQ\/ADsIALQcTnvT96fJKeKnZ91RL8c6UuN4I\/l+2YxWLWn\/fKBRU\/2I8Pg4XBHNqbhkccsBgEbtjagI7fp99wTmtutmesLO3VRXVLKhKdTyURkA\/NyDtTn7DIoxYf0i84pO8jThF+fX+h0\/o5uFhatj\/PA2av9tTP+fnHpxIm0LgscSdYUm0Sjh8v3aB+8xl9sOvExST37bpLGz8MPDc9aV1NNH+tQSm4blkVJGR2PiAwqhFetcnR4gAU6uWKiM1DarGHShSN9zsPA7AURNVSZyEI+71OKURwDz6WOwWGQGAXR8ako52DyCB\/YTPNIM4Gmn2\/tvnW+OJ3XfdCBDhq56XAYdZLlxO0AsBiEuSuC1uycemQ91iqJF4RO7xWh6UlYZ55zraOaOepWISDk\/hfqNPNJi1\/PkpSPAmdcewVUJ6kqIH0xMWj41H\/F8qaFxeGPWyBqxMjj1A10JwLxrLYK6ltyzqb0ZKxa2EGgWUgD6CUzL\/GUpu5\/JWKjZ8EroCWdDIReGlL8YOEpO2LktiitErlAF8fb+AY57cgfg3ENnfpqz+CBRCzUfUFmcztI8dxvrz5x4Q9mG+p1esqf6ePCBHSvLn2TUWVOMpoNkMd+bTTNDivebvaR\/JpR5DKG6tgrewYKtmIYgWN2fFgG1j8c1Hu6+yhtrG5ssadjzmbG05B\/f9qUXEWRLNTk2BSu9nzZDuDL5KHk6mFun55F7Ho8WoHt0eRr4sShrzLl52kTPiCrPg4t6jM+amgGBlub0VFxf4YsDw4nTBtr6RXyyGgXGixocsFAzMQMYP0wq6290aGbCcb\/qq2c4vW20kj0G83zVRLqpVenhnSmn\/Y9Uv4=","iv":"ab3697270b94108484d6b7dc17c04136","s":"3714dbdc0124f210"}
Share your thoughts. Click here