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International audience; Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well.; Instagram est devenu le réseau privilégié du luxe. Pour émerger, les marques ont favorisé la prise de parole de leurs directeurs artistiques (DA) afin d’accroître l’engagement de leur com-munauté à l’égard de leurs contenus. Or, certains développent des stratégies propres qui rendent floue l’expression des positionnements des marques de luxe. Une analyse innovante, par mobilisation de l’intelligence artificielle et analyse de contenu a permis de dresser une typologie de la collaboration entre directeurs artistiques et marques. Les résultats soulignent la difficulté pour les marques de bénéficier pleinement du potentiel d’influence de leurs DA attachés, parfois, à développer leur propre capital marque. L’article propose une typologie des stratégies d’influence des marques et de leurs « champions de marque » ainsi que des recommandations utiles aussi à d’autres secteurs.

Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well., Instagram est devenu le réseau privilégié du luxe. Pour émerger, les marques ont favorisé la prise de parole de leurs directeurs artistiques (DA) afin d’accroître l’engagement de leur com-munauté à l’égard de leurs contenus. Or, certains développent des stratégies propres qui rendent floue l’expression des positionnements des marques de luxe. Une analyse innovante, par mobilisation de l’intelligence artificielle et analyse de contenu a permis de dresser une typologie de la collaboration entre directeurs artistiques et marques. Les résultats soulignent la difficulté pour les marques de bénéficier pleinement du potentiel d’influence de leurs DA attachés, parfois, à développer leur propre capital marque. L’article propose une typologie des stratégies d’influence des marques et de leurs « champions de marque » ainsi que des recommandations utiles aussi à d’autres secteurs.

The last three decades have been a story of lost opportunities for Spanish industry to transform and improve their international competitiveness. However, there are some paradigmatic examples that violate this rule. This is the case of two Spanish companies: Hidden Champions and Brand Champions. These companies behave differently from the European and Spanish ones of similar size. They are more resilient in times of economic recession and are able to maintain and even increase their employment levels, while significantly increasing its sales and added value. This research therefore seeks to ascertain whether the Spanish hidden champions are good indicators of maturity, stability and growth of the Spanish economy; in addition to determining the reasons that have brought success and allowed these companies to recover faster than other firms. To do this, we have considered the quantitative and qualitative results collected by 75 Spanish companies to identify key management decisions. All this information is supplemented by personal interviews in order to capture more qualitative aspects about the nature of companies' management practices. The results show a typology of companies that behave differently from other companies. Managers believe that the development of close relations with customers is the first reason related to management that has led where they are today. The second is the continued development of new products and technology through innovation. Thirdly, managers consider internationalization, global approach and international alliances; whereas the fourth reason corresponds to high product specialization. Other reasons include talent management, strong leadership and company identity, quality and service, and close cooperation between managers and employees.

Instagram has become the preferred network for the luxury sector. Emerging brands have showcased the voice of their art director (AD) to increase their community's commitment to their content. However, some of them develop own strategies that blur the expression of their positioning of the luxury brand. Using an innovative analysis based on artificial intelligence and content analysis, we establish a typology of the collaboration between art directors and brands. The results highlight the difficulty for brands to fully benefit from the potential influ-ence of their ADs, who are sometimes attached to developing their own brand capital. The article provides a typology of the influence strategies of brands and their "Brand Champions" and allow us to make useful recommendations for other sectors as well., Instagram est devenu le réseau privilégié du luxe. Pour émerger, les marques ont favorisé la prise de parole de leurs directeurs artistiques (DA) afin d’accroître l’engagement de leur com-munauté à l’égard de leurs contenus. Or, certains développent des stratégies propres qui rendent floue l’expression des positionnements des marques de luxe. Une analyse innovante, par mobilisation de l’intelligence artificielle et analyse de contenu a permis de dresser une typologie de la collaboration entre directeurs artistiques et marques. Les résultats soulignent la difficulté pour les marques de bénéficier pleinement du potentiel d’influence de leurs DA attachés, parfois, à développer leur propre capital marque. L’article propose une typologie des stratégies d’influence des marques et de leurs « champions de marque » ainsi que des recommandations utiles aussi à d’autres secteurs.