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Brand desire: How to create consumer involvement and inspiration


March 09 OF 2017 from 06:30 PM to 08:30 PM

The ESADE Alumni New York Chapter would like to invite you to the session titled ''Brand desire: How to create consumer involvement and inspiration''. The session will be held by Professor Oriol Iglesias, Associate Professor in ESADE’s Department of Marketing, Director of the ESADE Brand Institute and Coordinator of GRECOMAR, the ESADE – URL brand and consumer research group.

The session should have also to be given by Nicholas Ind, writer and partner of Equilibrium Consulting, but for personal reasons he will not be able to attend the session.

Desire is big business. If companies can make their brands truly desirable, customers will not only express preference and loyalty, they will also be willing to be brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.

But desire doesn't just happen. Creating desire isn’t just about marketing: it’s a reflection of an organization-wide culture and perspective.

Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Ind and Iglesias present a comprehensive model based on academic research and in-depth interviews with top managers from leading global brands, showing the six drivers of brand desire that managers should activate:

•    Promote a principles-driven organization that is grounded in its heritage and distinctive competences;
•    Encourage participation so that consumers can also contribute to brand development;
•    Create a supportive culture and engage brand employees;
•    Craft compelling, authentic narratives;
•    Offer outstanding experiences: be consistent about delivery, but provide surprises too;
•    Foster innovation with particular focus on creating new categories.

In a crowded sales environment, brand desire can make any product or service stand out from the crowd – and stay there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.



Oriol Iglesias

Oriol Iglesias is an Associate Professor in the Marketing Department of ESADE Business School. He is also the Chair of the Research Group in Brand Management. Previously, he was the director of the Marketing Department, and also the director of the ESADE Brand Institute, an organization providing consultancy services for leading international brands.



Don’t miss this event!

Hope to see you there!

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