BRAND(x)LUX is the result of work with clients in the creative and luxury space coupled with deep dive research. It began several years ago as an initiative to funnel academic research into the marketplace in a format that is practical and immediately applicable. It quickly morphed into a live relationship, one between us and our clients. These client engagements highlighted the unique aspects of our services and methodology. They inspired and propelled us to come up with new methods to track progress even of something as intangible as a brand's creative strategy. They also provided the foundational key metrics for our proprietary Cultural Utility Index. FOUNDER & CHIEF IDEATOR: Thomaï Serdari, PhD is the international luxury authority. She has a unique background that combines advanced training in design, the humanities, and business all of which inform a completely new approach to brand assessment, design, and activation. She is dedicated to client projects as well as research that generates innovative concepts and strategies. Her method rests on conceptualizing solutions for firms that intend to lead in the marketplace from a position of creative innovation. Her mission is to help brands and their citizens thrive.