Abstract
When a luxury brand bears a founder’s name, its success is tied to his or her creative genius. In the past, luxury founders have struggled with interpreting their talents and often hide the secrets of their success, leading to brand dilution and brand failure. As a result, succession planning creates particular challenges for most luxury executives. In this book chapter, we investigate this issue and explain how luxury firms curate the intelligence and creations of iconic leaders while safeguarding their creative genius.