Frédéric Messian has published his new book, Metamarque, with Éditions Débats Publics. The foreword is written by Nicolas Hieronimus, CEO of L’Oréal.

In this thought-provoking essay, he shares his convictions — the result of 25 years spent guiding brands through deep transformations. Some of these brands have evolved into what he calls Metabrands: brands that encompass all the strategic and cultural dimensions of the companies they represent.

Brands have extended beyond their traditional role as marketing tools to become powerful drivers of management, value creation, and meaning. Metabrands offer a vision of the world. They embed social, societal, and environmental dimensions at the core of their models. They build collective cultures and even act as media — playing a vital role in our lives and becoming engines of profound civilizational change. In return, they face growing expectations in terms of engagement and responsibility.

Available now in bookstores everywhere!